Finance
How Embedded Finance Is Quietly Transforming Startup Business Models
By Arthur Azizov
The rise of embedded finance is a direct response to what consumers have been demanding for years: simplicity and speed. With the arrival of the iPhone and the explosion of internet service came a new standard — the ability to access and pay for almost anything from a single device.
Embedded finance is the natural evolution of that shift, which meets users exactly where they are and turns everyday platforms into financial ecosystems. It has already evolved from just a niche innovation to a fundamental pillar in the digital economy — especially for startups. It’s now not only about payments or banking integrations, but reimagining entire business models and creating new revenue streams that didn’t exist before.
However, for traditional banks, it’s difficult to keep up with this trend. Why? What are consumers truly expecting?
What’s driving adoption?
At the heart of embedded finance’s explosive growth is one simple factor: convenience. If you think back to the pre-digital era, paying bills meant standing in lines, dealing with paperwork and visiting physical branches. It was slow and frustrating. The digital revolution changed all that. Now, consumers want to pay, borrow, invest and insure directly within the apps they already use. You tap a screen and it’s done — that’s the benchmark.
The numbers speak volumes. According to Bain & Co. and Bain Capital, revenue from embedded finance platforms and infrastructure providers is expected to grow from $21 billion in 2021 to $51 billion in 2026. Transaction volume? Forecast to hit $7 trillion, representing 10% of all U.S. financial transactions.
Another major driver is the technological leap. Ten years ago, integrating with banks required massive IT teams and multimonth roadmaps. Today, startups can plug into financial services via Open APIs in days as there are platforms such as Stripe and Revolut. These tools dramatically lower both the cost and complexity of integrating financial features.
But perhaps the biggest motivation? Revenue. For nonfinancial companies, embedded finance is more than just a value-added feature — it’s also a key monetization mechanism. Platforms can now earn a percentage of every transaction while boosting customer stickiness. Take Shopify: nearly half its revenue comes not from subscriptions but from financial services like payments and loans. It’s a win-win that startups are eager to tap into.
Are traditional banks keeping up?
Here’s where the picture becomes more complicated. Most traditional banks still operate on legacy systems from the 1980s. Migrating to modern, API-friendly infrastructure is not only extremely costly but also operationally painful. Just imagine that you have 30,000 employees, or even 10,000, and you need to migrate everything to a new platform. Also, your entire database infrastructure is legacy, your processes are legacy — it’s difficult to digitalize all these.
To compete, some, let’s say, “Tier 1” banks are pouring billions into implementing Open API. But many “Tier 2” and long-established banks are simply falling behind. Leadership is often aging, regulatory requirements are rigid, and cybersecurity standards (as there are many to adhere to) make innovation harder. Many still require in-person visits for simple tasks or run core services on outdated systems like voice trading. This leaves them struggling to keep pace with fintech players that offer a smoother and smarter experience by design.
Changing customer expectations
It’s no longer enough to offer a checking account or a credit card. Users now need “super apps” — platforms that combine multiple financial (and nonfinancial) services in one seamless interface. With modern digital banks you can clearly see where your money is, how much you’ve earned or lost, and the exact exchange rates applied. Then you log into a traditional bank (this is a real-world example) and they tell you, “We’ll get back to you with the FX rate for converting dollars to euros.” You wait for an email, and it feels like you’ve stepped into a time machine.
Banks don’t necessarily have to build everything themselves; partnerships are a viable path. But the key is ensuring that the entire experience happens within a single application. So, those who will manage to create a marketplace inside their application or on the website will go ahead, the rest will not, losing both market share and revenue.
Arthur Azizov is founder and investor at B2 Ventures, a private fintech alliance encompassing a portfolio of financial and technology projects, including B2Broker and B2BinPay. A serial entrepreneur with over a decade of experience, he has been at the forefront of financial technology innovation, transforming liquidity, trading and payment services.
Illustration: Dom Guzman
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Finance
State finance committee approves bill to fund homeless veterans support
People working to support homeless veterans say a bill advancing in the state Capitol would provide much needed funding. But they also say it doesn’t address a housing need outside of southeastern Wisconsin.
This week, the Legislature’s Joint Finance Committee unanimously approved funding for the bill, which would provide $1.9 million spread out in $25 per diem payments to nonprofits that house veterans.
Greg Fritsch is president of the Center for Veterans Issues, a Milwaukee-based nonprofit that provides housing and supportive services for veterans throughout the state. Fritsch told WPR’s “Wisconsin Today” that the bill is a step in the right direction.
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“It’s not enough, but it will go a long way,” he said.
Besides safe housing, the Center for Veterans Issues program offers support programs and meals to veterans. Fritsch said his group typically operates on a yearly $500,000 deficit, which the bill’s funding would help alleviate.
“Costs never stop going up,” he said. “This will go a long way to helping us provide more beds to veterans.”
Fritsch said his program currently houses 81 men and five women in sites around southeastern Wisconsin.
Currently, the federal Department of Veterans Affairs provides about $85 in per diem payments to nonprofit veterans support organizations for housing and care.
While Fritsch said his organization provides some services like rental assistance statewide, its transitional housing work is only happening in southeastern Wisconsin.
Joey Hoey, assistant deputy secretary at the Wisconsin Department of Veterans Affairs, told “Wisconsin Today” there is clearly a problem in finding safe housing for veterans, and funding is part of that problem.
Hoey said the $85 per diem payments from the federal VA “is barely enough to house (veterans), let alone provide the kind of counseling and education to get people back on their feet.”
In September of last year, the state VA closed two of its Veteran Housing and Recovery Program facilities, one based in Chippewa Falls and the other in Green Bay.
The bill advanced by the finance committee would not provide the state VA with money to reopen the centers. Instead, it goes toward nonprofit programs which are currently based in southeastern Wisconsin, according to Hoey.
“We fully support these nonprofits — they’re our partners and they do great work. But they’re in Madison, Janesville and Milwaukee,” he said. “It means that none of this money is going to help, no matter what some might try and tell you. This money is not going to help homeless veterans in the northern and western parts of the state.”
Hoey said he previously warned lawmakers the closures of state facilities in northern Wisconsin would happen without proper funding in the state budget. The compromise budget between Democratic Gov. Tony Evers and the Republican-controlled Legislature didn’t include funding for the state VA facilities.
“The Joint Finance Committee did this knowing full well that we would have to close those two facilities,” Hoey said. “When the Legislature voted the final vote and didn’t put that money back in the budget, we had to make the tough decision to figure out how much money we had, and we could only keep one of the sites open.”
The state VA still operates a veterans care facility in Union Grove in southeastern Wisconsin.
Finance
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Finance
Major bank ‘really sorry’ over email to customers as Aussies slugged from tomorrow
An Australian bank has apologised to its customers after telling them it was “pleased” to swiftly pass on the RBA’s latest rate hike this week. ME Bank is among the quickest lenders to pass on the interest rake hike, with customers to start incurring the higher level of interest from Saturday.
Understandably, most customers did not welcome the news. A sentiment that the was perhaps compounded by the bank’s cheery tone and apparent delight.
While a rate hike was widely predicted by the market and economists, ME Bank’s team apparently weren’t quite as prepared, seemingly using the same correspondence from the previous rate cuts last year.
On Wednesday night shortly after 9pm, the bank again emailed customers saying it was “really sorry” about the correspondence and any confusion it caused.
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“This email was sent in error, and does not reflect ME’s commitment to communicate to you with clarity and empathy.
“We understand that rates increases can be challenging, and we’re here to support you.”
The mea culpa came five hours after the bank’s initial correspondence, with plenty of customers taking to social media to poke fun at the gaffe, with some even claiming it was enough for them to think about switching lenders.
Yahoo Finance contacted ME Bank to ask about the error.
Most major lenders will not start charging the higher level of interest until late next week, or the week after, according to an extensive roundup from consumer group Finder.
ME Bank customers will be among the earliest to be subject to the higher rate when it takes effect from Saturday, February 7.
Borrowers with BOQ, which owns ME Bank, will be hit from tomorrow, February 6.
ING Bank customers will be effected from Tuesday, February 10.
ANZ, Commonwealth Bank and NAB customers will be impacted from Friday, February 13. The same day as Bankwest and Suncorp customers.
Westpac borrowers will see their interest increased a few days later on February 17. Some of the other subsidiaries of the Big Four lenders will also pass it on that day, including St George, Bank of Melbourne and Bank SA. It’s the same date for Teachers Mutual and Uni Bank.
Meanwhile Macquarie Bank will pass it on from February 20.
A majority of mortgage borrowers didn’t reduce their payments after the recent rate cuts, so the RBA’s move this week might not cool the economy to the degree it wants. For that reason, forecasters are predicting further rate hikes to come for borrowers this year.
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