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Embedded Finance Platforms Can Create a Win-Win Solution for All in Online Marketplaces… But How? | The Fintech Times

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Embedded Finance Platforms Can Create a Win-Win Solution for All in Online Marketplaces… But How? | The Fintech Times

This April, The Fintech Times is focusing on all things embedded finance, the integration of financial services into non-financial products and services. As the space rapidly develops, we look to highlight the latest developments, initiatives and challenges embedded finance has to offer and overcome across the globe. 

Embedded finance platforms hold the key to ensuring both buyers and sellers feel empowered within online marketplaces. To understand how this can truly be achieved, we reached out to the industry.

Finance automation must be adopted
Rick Verma, head of digital at Tipalti
Rick Verma, head of digital at Tipalti

Rick Verma, head of digital at Tipalti, the end-to-end payables automation firm, notes the various reasons why people are turning to careers online, but highlights the importance of finance automation.

“The digital economy has no doubt picked up pace in the last 10 years, with it now contributing £149billion to the UK economy each year.

“There are many reasons why people are turning to a career within online marketplaces – flexible working hours, the appeal of being self-employed to name but a few. For buyers, online marketplaces provide more choice and personalisation.

“Yet, the experience for both can be damaged if online marketplaces fail to adopt finance automation. Embedded finance automation offers buyers convenience, personalised experiences and cost savings, while providing sellers with increased and more reliable revenue streams, enhanced customer engagement and valuable data insights.

“Ultimately, this leads to a more seamless and competitive marketplace for both parties – that empowers gig workers with the tools needed to thrive in this flexible economy and make it viable as a full-time career.”

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Enhancing economic opportunities 
Natasa Kyprianidou, senior director at Alvarez & MarsalNatasa Kyprianidou, senior director at Alvarez & Marsal
Natasa Kyprianidou, senior director at Alvarez & Marsal

Natasa Kyprianidou, senior director with Alvarez & Marsal, the management consulting term, highlights the costs and times that can be saved through embedded finance providers. She says: “The integration of rent-a-platform models, such as Stripe, Plaid, and Tink, into online marketplaces has empowered both buyers and sellers by streamlining financial transactions.

“These platforms, operating at the API layer, enable rapid and seamless integration of a wide array of financial services into e-commerce platforms. This approach contrasts with traditional, time-consuming, and costly bespoke integrations, offering a swift, cost-effective method to onboard hundreds of merchants.

“For marketplace operators, the adoption of rent-a-platform models significantly cuts down integration costs and time, enhancing the platform’s agility and ability to quickly adapt to market demands. Buyers enjoy a more convenient and secure shopping experience, with instant financing and seamless payment processes integrated directly into their purchasing journey.

“Sellers, especially SMEs, benefit from simplified access to essential financial tools, including efficient payment processing and advanced business analytics, allowing them to focus on scaling their businesses. The democratisation of access to financial services through these platforms, levels the playing field within the marketplace, fostering a competitive and vibrant ecosystem that benefits all stakeholders.

“In essence, rent-a-platform models are catalysing a transformative shift in online marketplaces, enhancing economic opportunities for buyers and sellers paving the way for a new era of e-commerce innovation.”

Filling the gap
James Butland UK managing director Mangopay embedded financeJames Butland UK managing director Mangopay embedded finance
James Butland UK managing director Mangopay

James Butland, VP payment network and UK managing director, Mangopay, the paytech explains how the surge in demand for embedded finance arises from the limitations of traditional banking models in delivering integrated financial solutions, particularly in the realm of B2B e-commerce.

“Buyers and sellers within online marketplaces gain access to a suite of financial services, transforming the way transactions are conducted and elevating the overall operational efficiency of businesses.

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“To meet the needs of this evolving landscape, a notable shift is taking place towards leveraging flexible payment infrastructure via the use of APIs. This strategic shift prioritises superior customer experiences, scalability, and rapid development. APIs have been democratising financial integration, allowing non-financial entities to seamlessly embed financial solutions that extend beyond transactions to include insurance, investment and financing into their offerings.

“For buyers, this means access to diverse payment options, resulting in a streamlined shopping experience that enhances convenience and trust. Sellers can benefit from comprehensive payment infrastructure and modular solutions, facilitating seamless integration with existing technology stacks. This empowers them to create all-in-one operational ecosystems that not only facilitate transactions but also offer real-time invoicing and enhanced operational efficiency.”

Creating the perfect link
Sunil Sachdev, head of fintech and growth at Fiserv embedded financeSunil Sachdev, head of fintech and growth at Fiserv embedded finance
Sunil Sachdev, head of fintech and growth at Fiserv

Embedded finance is the solution to removing friction in the e-commerce payments process says Sunil Sachdev, head of embedded finance at Fiserv, the global fintech and payments firm. He explains: “When you think about embedded finance, its ultimate function is to remove friction. It used to be that e-commerce was mostly about sellers presenting what they had and buyers purchasing with the existing funds in their wallet.

“Now, with AI, data can be used to enable more intentional targeted interactions. Sellers can surface relevant products and services at the point of need and are now able to offer financing options at the time of purchase – whether a line of credit, BNPL or a proprietary solution – creating a more seamless commerce journey.

“Alignment between buyers and sellers is simply so much stronger now. From a buyer’s perspective, the greater breadth of payment options is increasing purchasing power. From a seller’s perspective, embedded finance platforms pave the way for higher buyer conversion rates. The buyer’s increased purchasing power translates into lower abandonment rates – one of the biggest issues sellers grapple with at the checkout – and into bigger basket sizes.

“Looking ahead, sellers’ financing options will also become much more tailored than they are today, with options tailored for their credit box, their specific inventory purchase size, and their transaction history. As sellers benefit from these tailored financing offers, they are better positioned to pass on savings or provide similar tailored financing offers to their own buyers.”

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Getting to the end solution in a faster, more efficient manner
Elliot Colquhoun, VP of Information Security and IT at Airwallex embedded financeElliot Colquhoun, VP of Information Security and IT at Airwallex embedded finance
Elliot Colquhoun, VP of Information Security and IT at Airwallex

For Elliot Colquhoun, VP, information security and IT at Airwallex, the global payments firm, speed and accessibility are where embedded solutions platforms can shine in an e-commerce marketplace.

“In an increasingly digital world, marketplaces have become the go-to source for sellers, buyers, and service providers to tap into a global environment. Despite the immense opportunity, there are challenges for both sellers and marketplaces.

“For sellers it can be a complex experience to get up and running; for marketplaces onboarding a new merchant can be challenging – it’s time-consuming and can be complicated with efficient onboarding, as KYC and KYB can pose a serious challenge. This is where having a robust global payments and financial infrastructure in place is essential to a company’s global success.

“With embedded finance, marketplaces can partner with a fintech to create a smooth and efficient payment experience throughout the entire selling and buying journey. Embedded finance can simplify the end-to-end payment process for both buyers and sellers, particularly if that solution enables shoppers to use their preferred or local payment method, in a compliant and secure way.

“Embedded finance can also reduce the time businesses are blocked on money flow as it ensures faster returns on sales meaning businesses can reinvest and accelerate their growth even faster.”

Promoting good security 
Paola Santana, CEO at Glass embedded finance Paola Santana, CEO at Glass embedded finance
Paola Santana, CEO at Glass

Paola Santana, CEO at Glass, the govtech explains why an enhanced buying experience with a security focus is of paramount importance within the government e-commerce sector.

“Being in the government e-commerce space, we basically could not exist without embedded finance tools. There are strict guidelines regarding handling of financial information for government customers (as you can imagine). Embedded finance platforms in this particular situation serve as conduits for financial services seamlessly integrated into the government e-commerce ecosystem. It creates efficiency, accessibility, and most importantly – security – for both government buyers and vendors.

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“For government buyers, embedded finance platforms offer streamlined payment processes, enabling quick and secure transactions within the government marketplace environment, especially since governments use government credit cards and government accounts for their purchases.

“With easy API integrations, government buyers can enjoy frictionless payment experiences without worrying about how purchases will be processed. It helps them understand their real-time purchasing power, and they can instantly see where taxpayer dollars are going. Plus, all their finance data points are just a few clicks away. Embedded finance really enhances the overall buying experience, especially for a demographic like government where security is extremely sensitive.

“On the vendor side, these platforms unlock opportunities for growth and optimization, especially if vendors are setting up their businesses to sell to government entities. By facilitating seamless payment acceptance and processing, these platforms help vendors manage their cash flow and liquidity, and remain compliant with any government purchasing regulations. Plus, plenty of embedded finance solutions often offer value-added services like automated invoicing, or a real-time broad overview of what sales are being made.

“Simply put: vendors can accept a long list of payment forms and have instant access to data to drive their business decisions.”

Ensuring customer loyalty
Jay Jaffin, CMO at Blackhawk Network embedded financeJay Jaffin, CMO at Blackhawk Network embedded finance
Jay Jaffin, CMO at Blackhawk Network

Rewards are a very good way of ensuring customer loyalty. They keep customers coming back to a retailer to shop to earn rewards. The customer feels valued as they receive special deals or items for free, and the merchant can ensure a long-term customer. Jay Jaffin, CMO at Blackhawk Network, a prepaid and payment networks services provider builds upon this idea explaining: “Businesses can leverage embedded rewards (part of the embedded finance ecosystem) to nurture customer loyalty and engagement.

“Rewards are incredibly effective emotional drivers for customers and businesses alike. The psychological impact of rewards is simple; when people receive a reward, especially a branded one like a prepaid or gift card with the company’s logo, it can create a halo effect of positive brand affinity for the business issuing the reward.

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“Technology exists (e.g., APIs) that can provide rewards experiences that are embedded directly into customer exchanges, no matter where they are, and throughout the purchase process or sales cycle. These capabilities help businesses create quality connections that enhance relationships with target buyers or customers because they quickly meet people where they are and offer frictionless customer experiences before, during and after point-of-sale.

Access anywhere

“Embedded rewards (e.g, digital gift cards) can be accessed from almost anywhere, and by leveraging intelligent apps or APIs that enable your brand to dole out embedded rewards—especially those that are digital wallet-enabled since 88 per cent of shoppers surveyed use a digital wallet of some kind—you can provide real-time reinforcement for behaviours, gather deep customer insights that help tailor future interactions and promotions, and unlock frequent touchpoint opportunities.

“Examples of when embedded rewards can be offered include when people make certain purchases, participate in referral programs, sign up for loyalty programs, engage with brands on social media, participate in promotions, leave reviews, participate in surveys or market research studies, or even when they have negative brand experiences.”

Infrastructure is allowing everyone to benefit
Ricardo Pero, co-founder and CEO at SellersFi embedded financeRicardo Pero, co-founder and CEO at SellersFi embedded finance
Ricardo Pero, co-founder and CEO at SellersFi

Ricardo Pero, co-founder and CEO at SellersFi, e-commerce funding solutions provider notes how embedded finance infrastructure is allowing retailers to keep pace with consumer demands.

“While much coverage of embedded finance to date has focused on its ability to reach consumers through personalized user experiences, many observers haven’t noticed its increasing importance in helping businesses achieve scale and run their daily operations.

“Nowhere is this more vital than in the world of online marketplaces.

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“Most small-to-medium-sized e-commerce sellers are unprepared for the torrent of demand they encounter when they first join a marketplace like Amazon’s. As they scale, many smaller businesses quickly find themselves in need of more robust and sophisticated solutions in logistics, advertisement and finance.

“Amazon and similar platforms enable smaller e-commerce sellers to scale much more quickly than they might have anticipated. The problem – until recently – has been the lack of integrated financial infrastructure to help these businesses keep pace with this demand in real-time.

Expanding boundaries

“Fortunately, emerging embedded finance players are stepping up to fill the gap.

“New embedded finance options on Amazon and other platforms are expanding the boundaries of what was previously possible through marketplace-integrated financial services, providing sizeable term loans, working capital loans and expedited underwriting processes to help sellers scale quickly and keep pace with demand.

“As embedded finance has matured, sellers are adopting and relying on the channel more than ever. By providing sufficient capital for smaller e-commerce companies to not only fund their operations but to actively and aggressively grow, forward-looking embedded finance providers are opening new possibilities for sellers on online marketplaces while creating new buying options for consumers.”

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Cheers Financial Taps into AI to Build Credit – Los Angeles Business Journal

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Cheers Financial Taps into AI to Build Credit – Los Angeles Business Journal

A credit-building tool fintech founder Ken Lian built out of personal need just got an artificial intelligence-powered upgrade.

Lian and co-founders Zhen Wang and Qingyi Li recently launched Cheers Financial – a startup run out of Pasadena-based Idealab Inc. which combines fast-tracked credit-building with “immigrant-friendly” onboarding.

“Our mission is really to try to make credit fair to individuals who want to have financial freedom in the U.S.,” Lian said.

After coming to the U.S. as an international student from China in 2008, Lian said he struggled for four years to get a bank’s approval for a credit card. Since 2021, the USC alumnus’ fintech ventures have aimed to break down the hurdles immigrants like him often face in accessing and building credit.

Since its launch in November, Cheers Financial has seen “healthy growth,” Lian said, with thousands using its secured personal loan product to build credit through automated monthly payments. At the end of the 24-month loan period, users get their principal back minus about 12.2% interest.

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“The product is designed to automate the entire flow, so users basically can set and forget it,” Lian said.

Cheers, partnering with Minnesota-based Sunrise Banks, boasts an average 21-point increase in credit scores within a couple of months among its users coming in with “fair” scores from the high 500s to mid-600s.

With help from AI data summary and matching, the company reports to the three major credit bureaus every 15 days – two times as frequent as popular credit-building app Kikoff. Lian hopes to shave that down to seven days.

Cheers is far from Lian, Wang and Li’s first step into alternative financial tools. An earlier venture launched in 2021, Cheese Inc., served a similar goal as an online platform providing credit-building loans alongside other services, including a zero-fee debit card with cash back.

Cheese folded when the company it used as its middle layer, Synapse Financial Technologies, collapsed in April 2024 and locked thousands of users out of their savings.

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For Lian and other fintech founders, Synapse’s fall was a wake-up call to the gaps and risks of digital banking’s status quo. As he geared up for Cheers, Lian knew in-house models and a direct company-to-bank relationship were key.

“That allows us to build a very secure and stable platform for our users,” Lian said.

Despite cooling investment in fintech, Cheers nabbed backing from San Francisco-based Better Tomorrow Ventures’ $140 million fintech fund. Automating base-level processes with AI has given the company a chance to operate at a lower cost, Lian said.

“You don’t need to build everything from the ground up,” Lian said. “You can let AI build the basic part, and then you optimize from that.”

Strong demand from high-quality users who spread the word to friends and relatives has helped, too. Some have even started Cheers accounts before arriving in the U.S., Lian said, to get a head start on building credit.

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How The Narrative Around ConocoPhillips (COP) Is Shifting With New Research And Cash Flow Concerns

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How The Narrative Around ConocoPhillips (COP) Is Shifting With New Research And Cash Flow Concerns
ConocoPhillips’ fair value estimate has been adjusted slightly, moving from about US$112.37 to roughly US$111.48, as recent research blends confidence in the company’s execution and balance sheet with more cautious views on crude pricing and near term cash flow. The core discount rate has been held steady at 6.956%, while modest tweaks to revenue growth assumptions, from 1.92% to 1.69%, reflect tempered expectations around demand and realizations that some firms are flagging. Stay tuned to…
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Africa’s climate finance rules are growing, but they’re weakly enforced – new research

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Africa’s climate finance rules are growing, but they’re weakly enforced – new research

Climate change is no longer just about melting ice or hotter summers. It is also a financial problem. Droughts, floods, storms and heatwaves damage crops, factories and infrastructure. At the same time, the global push to cut greenhouse gas emissions creates risks for countries that depend on oil, gas or coal.

These pressures can destabilise entire financial systems, especially in regions already facing economic fragility. Africa is a prime example.

Although the continent contributes less than 5% of global carbon emissions, it is among the most vulnerable. In Mozambique, repeated cyclones have destroyed homes, roads and farms, forcing banks and insurers to absorb heavy losses. Kenya has experienced severe droughts that hurt agriculture, reducing farmers’ ability to repay loans. In north Africa, heatwaves strain electricity grids and increase water scarcity.

These physical risks are compounded by “transition risks”, like declining revenues from fossil fuel exports or higher borrowing costs as investors worry about climate instability. Together, they make climate governance through financial policies both urgent and complex. Without these policies, financial systems risk being caught off guard by climate shocks and the transition away from fossil fuels.

This is where climate-related financial policies come in. They provide the tools for banks, insurers and regulators to manage risks, support investment in greener sectors and strengthen financial stability.

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Regulators and banks across Africa have started to adopt climate-related financial policies. These range from rules that require banks to consider climate risks, to disclosure standards, green lending guidelines, and green bond frameworks. These tools are being tested in several countries. But their scope and enforcement vary widely across the continent.

My research compiles the first continent-wide database of climate-related financial policies in Africa and examines how differences in these policies – and in how binding they are – affect financial stability and the ability to mobilise private investment for green projects.

A new study I conducted reviewed more than two decades of policies (2000–2025) across African countries. It found stark differences.

South Africa has developed the most comprehensive framework, with policies across all categories. Kenya and Morocco are also active, particularly in disclosure and risk-management rules. In contrast, many countries in central and west Africa have introduced only a few voluntary measures.

Why does this matter? Voluntary rules can help raise awareness and encourage change, but on their own they often do not go far enough. Binding measures, on the other hand, tend to create stronger incentives and steadier progress. So far, however, most African climate-related financial policies remain voluntary. This leaves climate risk as something to consider rather than a firm requirement.

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Uneven landscape

In Africa, the 2015 Paris Agreement marked a clear turning point. Around that time, policy activity increased noticeably, suggesting that international agreements and standards could help create momentum and visibility for climate action. The expansion of climate-related financial policies was also shaped by domestic priorities and by pressure from international investors and development partners.

But since the late 2010s, progress has slowed. Limited resources, overlapping institutional responsibilities and fragmented coordination have made it difficult to sustain the earlier pace of reform.

Looking across the continent, four broad patterns have emerged.

A few countries, such as South Africa, have developed comprehensive frameworks. These include:

  • disclosure rules (requirements for banks and companies to report how climate risks affect them)

  • stress tests (simulations of extreme climate or transition scenarios to see whether banks would remain resilient).

Others, including Kenya and Morocco, are steadily expanding their policy mix, even if institutional capacity is still developing.

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Some, such as Nigeria and Egypt, are moderately active, with a focus on disclosure rules and green bonds. (Those are bonds whose proceeds are earmarked to finance environmentally friendly projects such as renewable energy, clean transport or climate-resilient infrastructure.)

Finally, many countries in central and west Africa have introduced only a limited number of measures, often voluntary in nature.

This uneven landscape has important consequences.

The net effect

In fossil fuel-dependent economies such as South Africa, Egypt and Algeria, the shift away from coal, oil and gas could generate significant transition risks. These include:

  • financial instability, for example when asset values in carbon-intensive sectors fall sharply or credit exposures deteriorate

  • stranded assets, where fossil fuel infrastructure and reserves lose their economic value before the end of their expected life because they can no longer be used or are no longer profitable under stricter climate policies.

Addressing these challenges may require policies that combine investment in new, low-carbon sectors with targeted support for affected workers, communities and households.

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Climate finance affects people directly. When droughts lead to loan defaults, local banks are strained. Insurance companies facing repeated payouts after floods may raise premiums. Pension funds invested in fossil fuels risk devaluations as these assets lose value. Climate-related financial policies therefore matter not only for regulators and markets, but also for jobs, savings, and everyday livelihoods.

At the same time, there are opportunities.

Firstly, expanding access to green bonds and sustainability-linked loans can channel private finance into renewable energy, clean transport, or resilient infrastructure.

Secondly, stronger disclosure rules can improve transparency and investor confidence.

Thirdly, regional harmonisation through common reporting standards, for example, would reduce fragmentation. This would make it easier for Africa to attract global climate finance.

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Looking ahead

International forums such as the UN climate conferences (COP) and the G20 have helped to push this agenda forward, mainly by setting expectations rather than hard rules. These initiatives create pressure and guidance. But they remain soft law. Turning them into binding, enforceable rules still depends on decisions taken by national regulators and governments.

International partners such as the African Development Bank and the African Union could support coordination by promoting continental standards that define what counts as a green investment. Donors and multilateral lenders may also provide technical expertise and financial support to countries with weaker systems, helping them move from voluntary guidelines toward more enforceable rules.

South Africa, already a regional leader, could share its experience with stress testing and green finance frameworks.

Africa also has the potential to position itself as a hub for renewable energy and sustainable finance. With vast solar and wind resources, expanding urban centres, and an increasingly digital financial sector, the continent could leapfrog towards a greener future if investment and regulation advance together.

Success stories in Kenya’s sustainable banking practices and Morocco’s renewable energy expansion show that progress is possible when financial systems adapt.

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What happens next will matter greatly. By expanding and enforcing climate-related financial rules, Africa can reduce its vulnerability to climate shocks while unlocking opportunities in green finance and renewable energy.

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