Finance
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, 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.”
Enhancing economic opportunities


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, 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.
“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


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.”
Getting to the end solution in a faster, more efficient manner


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, 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.
“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


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.
“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, 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.
“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.”
Finance
Canton High School students find success in personal finance
CANTON, Miss. (WLBT) – A group of juniors at Canton High School has won back-to-back state championships in Mississippi’s Personal Finance Challenge.
The team’s work can be seen through the school’s reality fair, where students are assigned careers and salaries and must make the same financial decisions adults face each month.
Teena Ruth, a personal finance teacher, said the exercise resonates beyond the classroom.
“It’s an eye-opening experience,” Ruth said. “They kind of see what it’s like for even their parents when they have to make these decisions every day — when they are writing out those checks.”
For student Jalynn Dunigan, the program carries personal significance.
“To be known for something else outside of cheer and not just what I do on a court, on a field. I can do something and put my brains to it and people can know that I’m not just pretty,” Dunigan said. “I’m smart as well.”
Student Henser Vicente said the team’s success sends a broader message.
“We’re making a statement that we’re not what you think we are,” Vicente said. “Like, we’re greater than what you think. We can do better than what you think we can do.”
A proposed financial literacy bill in Mississippi would require students to pass a semester of personal finance as a graduation requirement.
Alexandria Luckett said the team’s national success is already motivating others at the school.
“I’m so happy that people are getting more involved in things like this and stepping out of their comfort zone and just putting themselves out there,” Luckett said. “Because I know there’s a lot of shy students [who] don’t necessarily join clubs or anything. So, when they see a group like this going to nationals two times in a row, I feel like that motivates a lot of students.”
Nelly Rosales said competing at the national level has given the team a platform beyond the competition floor.
“We’ve gone to Cleveland, Ohio, we’ve gone to Atlanta, and then hopefully this year we get to go out of state again,” Rosales said. “Being able to be a role model to a lot of children — like especially Hispanic girls who don’t see a lot of role [models] especially in the community — being able to be a role model is a really big thing.”
The students are currently gearing up for this year’s State Personal Finance Challenge set to take place next month.
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Finance
A 27-year-old drew down half of her stock portfolio to buy real estate. It’s part of her plan to hit financial independence.
A few years into her accounting career, Carolyn Yu began thinking seriously about financial independence.
“I’d feel very stressed and tired,” Yu, who was working at a Big Four firm at the time, told Business Insider. “I thought, maybe someday I could have more freedom and not spend 24/7 working at a very demanding job.”
She picked up “Rich Dad, Poor Dad” and started listening to the popular real estate podcast, BiggerPockets. One takeaway stood out: focus on buying assets that can grow in value.
Yu, who’d been consistently investing in the stock market since college, felt compelled to make a move. In late 2024, she drained about half her stock portfolio in order to pay cash for a two-bedroom, two-bathroom condo in Fort Worth, Texas.
The Bay Area-based Gen Zer had been eyeing Texas in part for its tax advantages, including the absence of state income tax. She considered other Texas markets, but Fort Worth stood out for its affordability and growth potential.
“The population growth, the crime rate, the property value growth — they all looked good to me,” she said.
She flew to Fort Worth, toured the condo, signed a contract the next day, and closed within a month. Yu intentionally kept her first purchase under $100,000, unsure whether she had the capital or experience to take on something larger.
“Pretty much 50% of my stock portfolio was gone,” she said. But the drawdown didn’t faze her. “I knew that $80,000 transitioned into another investment.”
Scaling to 5 properties in 2 years by recycling capital
Yu grew her portfolio by reinvesting equity from one property into the next.
Her strategy centers on buying below market value, improving the property, allowing it to appreciate, and then tapping into the built-up equity to help finance another purchase.
As her portfolio expanded, her financing evolved. She moved from paying all cash for her first condo to using conventional loans and later DSCR (debt service coverage ratio) loans, which are designed for investors and rely heavily on a property’s cash flow.
Her second purchase was a two-bedroom, one-bath single-family home. She bought it in June 2025 for about $105,000, putting down 25%. After investing about $50,000 in renovations, she said the home appraised at $195,000 and rented for $1,500 a month.
“This property allowed me to execute the BRRRR strategy successfully,” she said, referring to buy, rehab, rent, refinance, repeat. She said she was able to pull out about 70% of the appraised value to help fund her next purchases.
Within about two years of buying her first condo, Yu had a five-property portfolio. Her first three are cash-flowing, while her fourth is currently listed for rent, and her fifth is being prepared for tenants. Business Insider reviewed mortgage documents to confirm ownership and lease agreements to verify rental rates.
Courtesy of Carolyn Yu
One of the challenges she’s faced since buying property has been vacancy.
She purchased her first condo in late 2024 — “probably the worst time to rent because of winter vacancy,” she said — and it sat empty for six months. She eventually lowered the asking rent by about $100 a month before securing a tenant.
The vacancy was stressful, but manageable because she had paid cash and didn’t carry a mortgage. Still, she owed about $600 a month in HOA dues.
Her advice to other investors: keep at least six months of reserves, know your numbers inside and out, and expect vacancies and repairs.
Why she prefers real estate to stocks
Yu still invests in stocks, but said she prefers real estate because it feels more controllable and scalable. In addition to generating a few thousand dollars a month in rental income, she’s also building equity in her properties.
“Real estate gave me more control, more tangible assets, more tax efficiency,” she said, pointing to depreciation, mortgage interest deductions, and the ability to refinance without selling. She also enjoys negotiating deals.
She funnels most of her rental income back into her stock portfolio. Her end goal is financial independence and work flexibility.
Yu wants to own at least eight properties by 2027 and have her portfolio appraised at roughly $2 million. By then, she hopes rental income will cover her expenses and provide enough cushion to leave her W-2 job, so she can focus solely on her real estate business.
She’s also changed how she thinks about spending. Early in her career, she said she coped with work stress by traveling frequently. Now, she prioritizes investing over lifestyle upgrades.
“I would rather put my money into investments right now in exchange for vacations in the future,” she said. “I think it’s totally worth it because I think in two years, I could be financially free.”
Finance
When making travel plans, timing and financing are major considerations
For the true travel fan, there’s often a built-in conflict on how best to plan for your next adventure.
On the one hand, the world awaits. Spin the globe, cover your eyes and point. Or, throw a dart at the map! Then it’s time to dig in and research your next dream destination.
On the other hand, getting the best bargain can be a last-minute proposition. There may be a fare sale today, but not tomorrow. How does that mash up with your bicycle tour in Italy? Or your friend’s wedding in Hawaii?
Spreading out all the options on the table can be daunting. It’s a bit like taking a sip from the fire hose. And we all have varying degrees of tolerance for changing prices, tiny seats and geopolitical uncertainty.
So let’s take a snapshot of what’s happening now, knowing you won’t likely drink from the same river, or fire hose, twice.
Since most of today’s snapshots are on the phone, there are some handy settings: You can zoom in for a closer look at that fruit and cheese platter, frame it up nicely for a good shot of your seatmate, or look out the window and get a nice view from 30,000 feet.
Fares we love. There are just a few fares to zoom in on right now.
Anchorage-Chicago. Three airlines will offer nonstop flights this summer: Alaska, United and American. Alaska and United fly the route year-round. There are just a couple of months where travelers have to stop in Denver or Seattle on the way. Right now, the Basic price is $349 round-trip. United has the least-expensive Main price of $429 round-trip. Alaska charges more: $449-$469 round-trip.
The rate to Chicago is steady throughout the summer, as long as you’re open to flying on other airlines, including Delta and now Southwest, starting May 15.
Anchorage-Dallas. Choose from four airlines with competitive prices. United and Delta offer great rates starting on March 30, for travel all summer and into the fall for $331 round-trip in basic economy. Remember: Basic economy means you’ll be sitting in the middle seat back by the potty. There are few, if any, advance seat assignments permitted and you’re the last to board. Don’t expect to accrue many frequent flyer points. Alaska will give you 30%. Delta and American offer none. United is axing MileagePlus points for basic travelers soon.
Delta and United offer the chance to pay $100 more for pre-reserved seats and mileage credit. Of course, they may charge you more for a nicer seat on the plane. But that’s another story.
American Airlines charges a little bit more, about $20 more for a round-trip, to fly nonstop. It’s a nice flight.
Anchorage-Albuquerque. Delta is targeting this route with a nice rate: $281 round-trip in Basic or $381 in Main. But it’s just between May 23 and June 29. Why? Well, it lines up nicely with Southwest’s launch on May 15. Who knows why airlines cut their fares during a traditionally busy season? It’s just a hunch.
Looking at airfares more broadly, there are a few more bargain rates out there, but most only go through May 20. Airlines are hoping for a robust summer — so prices go up after that.
For example, between March 29 and May 20, Alaska Air offers a nonstop from Anchorage to Los Angeles for $257 round-trip in basic. For pre-assigned seats and full mileage credit, the main price is $337 round-trip. Prices go up to $437 round-trip in the summer.
The view from 30,000 feet is pretty clear, although past performance is no guarantee of future results. Several carriers, including American, Delta, United, Southwest and Alaska are adding flights for the summer. There will be robust competition, which means lower fares. Just last week, Alaska Air dropped the price from Anchorage to Seattle to $210 round-trip. That rate is gone, but others will come along.
Charge it. Banks own the airlines by virtue of their popular credit cards. Do they own you, too?
Sifting through the various credit card offers and bonus points emails, it’s easy to forget that banks, not travelers, are the airlines’ biggest customers. At a Bank of America conference last year, Alaska Airlines reported it receives about 15% of its total revenue from its loyalty plan. That adds up to more than 1.7 billion in 2024. Delta has a similar deal with American Express, which paid the airline about $8.2 billion last year.
Think about that the next time the flight attendants are handing out credit card applications in the aisle.
Zooming in, if you’re going to play the Atmos loyalty game on Alaska Airlines, you have to have an Alaska Airlines credit card from Bank of America.
I carry the plain-old Alaska Air card. I used to have two of them, primarily for the $99 companion fare. That’s still a compelling offer. But to get that benefit, you have to charge it on an Alaska Airlines Visa card.
So the question is: Is it worth it to pay $395 per year for the new Summit Visa card from Bank of America?
If you use your credit card for your business or if you regularly charge thousands of dollars every month, the Summit card may be the card for you.
One of the foundational benefits is for every $2 you charge, you earn one status point toward your next elite tier, such as titanium. It’s possible to charge your way to the top tier of the frequent flyer ladder without ever stepping on a plane. If that’s your level of charge-card use, then the Summit is for you. For the lesser Ascent card like mine, you earn one status point for every $3 spent.
For a little wider view, consider that your other travel costs, including accommodations, can hit your budget a lot harder than an airline ticket. It’s one reason I carry a flexible spend credit card in addition to my Alaska Airlines card. Here’s a snapshot of some popular options:
1. Bilt Rewards. I finally signed up for a Bilt account, although I haven’t yet received my card. There are two big benefits with Bilt: You can charge your rent and transfer points to Alaska Airlines. There also is a scheme to charge your mortgage, but it’s more convoluted. But the charge-your-rent option is a stand-alone gold star for the Bilt program, even if you don’t fly Alaska Airlines.
In addition to the link with Alaska Airlines, Bilt points transfer to other oneworld carriers like British, Japan Airlines and Qatar Air. Hotel partners include Hyatt, my favorite, and Hilton. A big bonus comes with the “Obsidian” card, $95 per year: three points for every dollar spent on groceries.
But there’s also a Bilt card with no annual fee. And there are no extra fees incurred when you charge your rent.
2. American Express. If you fly on Delta, the American Express card is a natural choice.
The two companies really are joined at the hip. The last American Express card I had was a Delta “Gold” card, which included a 70,000-point signup bonus. Cardholders get a free checked bag, although Delta offers two free checked bags for SkyMiles members who live in Alaska, and 15% off award tickets.
The Delta card is free for the first year, then $150 per year thereafter.
There is a dizzying array of American Express cards available, including some with no annual fee. But with Delta there is a narrowed-down selection, including one that’s more than $800 per year. That includes lounge access and some other benefits, including a companion pass.
American Express cardholders also can transfer their points to Hilton and Bonvoy as well as to 15 other airlines.
Capital One offers the Venture X card, which offers cardholders 75,000 points plus a $300 travel credit at their in-house travel service. The cost is $395 per year. Get the slimmed-down Venture card for just $95 per year. You still can earn the 75,000 bonus points after spending $4,000 in the first three months. Plus, there’s a $250 credit with Capital One Travel.
Airline partners include EMirates, Singapore Air, Japan Air and EVA Air, from Taiwan. Hotel partners include Hilton and Marriott.
I’ve carried several Chase cards for years. Right now I have the Chase Sapphire Preferred card, for which I received 80,000 bonus points. But that was several years ago. More recently, I got the Chase-affiliated Ink Business Cash card to harvest a 90,000 point bonus. Previously, I carried the Chase Sapphire Reserve. I got a 100,000 point bonus for that. But I dropped that card when the fee went up to $795 per year.
Stacking the cards like that — getting more than one — has helped me to get more bonus points, both for American Express and for Chase.
The best value for Chase points that I’ve found is for Hyatt Hotels. Right now, it’s the best redemption ration, but that can change. Chase also allows for transfers to Emirates, United, Singapore Air and Southwest, among others. The Chase travel portal is managed by Expedia, so you can redeem points for other hotels at a lower redemption rate.
The long view: All airline mileage plans are now credit card loyalty plans. Terms and conditions change, along with signup bonuses and other features of the cards. Last year, Chase dropped its airport restaurant feature, which offered $29 per person at select restaurants in Los Angeles, Seattle and Portland. A couple of years ago, the Priority Pass affiliated with Chase dropped the Alaska Airlines lounges as a partner.
It takes some time and effort to keep up with the programs and get the best value. But airline credit card plans are here to stay, even if the frequent-flyer programs are watered down year after year.
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