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How Embedded Finance Is Quietly Transforming Startup Business Models

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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?

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What’s driving adoption?

Arthur Azizov of B2 Ventures

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.

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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

LUMIQ Raises Strategic Funding to Become the AI Decision Layer for Financial Services

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LUMIQ Raises Strategic Funding to Become the AI Decision Layer for Financial Services

While most AI in financial services remains advisory, LUMIQ has built the layer that owns the decision — autonomous, auditable AI agents making regulated calls in production at leading banks, insurers, and capital markets firms. Today, LUMIQ serves clients across India, the United States, and Southeast Asia — leading institutions across insurance, banking, and capital markets.

NEW YORK and SINGAPORE, June 19, 2026 /PRNewswire/ — LUMIQ, an AI-native financial services company, today announced a strategic funding round to scale auto-decisioning for financial institutions across the United States and Southeast Asia. The round was led by Bajaj Finserv, one of India’s largest and most diversified financial services groups, with participation from existing investor Info Edge Ventures.

LUMIQ raises Strategic Funding to become AI decision layer for financial services

Right now, thousands of customers are waiting for a policy to be issued, a loan to be disbursed, a claim to be adjudicated, because somewhere an FSI employee is drowning in decisions, held back by the risk of getting it wrong. Today, when e-commerce delivers the same day, banks and insurers still decide in weeks. We built LiteCone to take that burden: AI decides the routine cases, completely and accountably, so humans spend their judgment on the one case that actually needs it. This round lets us bring that to every financial institution in the markets that matter most.
Shoaib Mohammad, Co-founder and CEO, LUMIQ

From AI that assists to AI that decides

For decades, financial institutions have bought technology that made their people faster — faster data, faster scoring, faster copilots. The decision still landed on a human. LUMIQ is changing that. Through its LiteCone platform, the company deploys AI agents that read the file, apply the institution’s own guidelines, and reach the decision end to end — escalating only the cases that genuinely require human judgment. The output is not a recommendation. It is a decision, with full reasoning attached, cross-referenced to policy, and defensible under audit.

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The results in production speak clearly. At a leading life insurer, LUMIQ’s LEO agent decides 75–80% of underwriting cases with zero human touch, reduced policy issuance cost by roughly 25%, and compressed turnaround from days to under eight minutes — running 24×7 with complete auditability. Across its client base spanning insurance, banking, and capital markets in India, the US, and Southeast Asia, LUMIQ now processes millions of decisions annually.

LiteCone turns a real financial-services role into a working AI agent in weeks. Every agent we deploy is consistent, explainable, compliant, and auditable by design — not as an afterthought. This capital lets us go deeper on the platform and broader across roles. And through our cloud and AI lab partnerships, institutions will increasingly find LiteCone already embedded in the platforms they run today.
Vaibhav Dobriyal, Co-founder and Chief Product Officer, LUMIQ

This round funds four priorities: expanding go-to-market in the US and Southeast Asia; deepening LiteCone’s decisioning capabilities; extending the agent workforce across more financial-services roles; and building a partnership ecosystem with cloud hyperscalers, AI labs, and core banking and insurance platforms so LiteCone is embedded where institutions already run.

LUMIQ’s investors backed the round for the same reason its customers adopt LiteCone: agents already deciding in production, with auditability and control built in.

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As a financial-services group, we know how much rests on getting regulated decisions right, at speed and at scale. LUMIQ has built AI agents that decide in production with auditability and control built in, the capability the industry has been moving toward. We are proud to lead this round and to support the team’s expansion across the US and Southeast Asia.
Lakshmi Iyer, Group President – Investments & CEO, Bajaj Alternates

Our conviction is grounded in what LUMIQ has already built. Their AI agents aren’t just built for the future. They are operating in production today, at speed. This combination is rare, and its value will only compound as the company scales globally.
Girish Jhunjhunwala, Fund Manager – PE and VC Investments, Bajaj Alternates

Financial services is one of the hardest categories to crack — regulated, risk-averse, and unforgiving of hype. LUMIQ has put agentic AI into live financial-services workflows and earned the trust of large institutions across the US, Southeast Asia and India. That is how a category-defining company in financial-services AI gets built, and we are proud to keep backing the team as they scale globally.
Kitty Agarwal, Partner, Info Edge Ventures

LUMIQ’s goal is to lead one category: auto-decisioning at production scale for financial services. Agents that act, not assist, and never compromise audit, compliance, or predictability.

About LUMIQ
LUMIQ is an AI-native financial services company. Through its LiteCone platform and a growing workforce of production AI agents, LUMIQ turns real financial-services roles — insurance underwriter, credit underwriter, claims adjudicator — into agents that are consistent, explainable, compliant, and auditable. The company pairs deep domain expertise across banking, insurance, and capital markets with frontier AI. LUMIQ employs over 350 AI and data specialists, and has offices in New Jersey, Singapore, and Delhi NCR (India).

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Web: www.lumiq.ai

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View original content:https://www.prnewswire.com/apac/news-releases/lumiq-raises-strategic-funding-to-become-the-ai-decision-layer-for-financial-services-302805280.html

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Finance

Consumer confidence plunges among younger adults

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Consumer confidence plunges among younger adults

Consumer confidence has plunged among traditionally optimistic younger adults amid fears for their personal finances and the wider economy, figures show.

GfK’s long-running Consumer Confidence Index remained unchanged at an overall score of minus 23 in June.

However, the analyst said this was was “misleading as, beneath the surface, there are new signs that confidence is weakening”.

Source: GfK

Neil Bellamy, consumer insights director at GfK, said: “The biggest fall this month is among those aged 16 to 29, traditionally one of the most optimistic groups.

“Here confidence has dropped 11 points over the past month to minus two, the lowest level seen for two years, driven by large falls in views on both their own personal finances and the wider economy.

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“More broadly, there are now no demographic groups with a positive confidence score, including higher-income households earning £50,000 or more, who have slipped back into negative territory as of June.

“Confidence remains subdued and vulnerable to further economic or political uncertainty.”

Sourve: GfK
Sourve: GfK

Overall, confidence in personal finances over the coming year remained flat at minus two, four points lower than this time last year.

The measures of both personal finances and the economy over the previous 12 months were both slightly down, by two points and three points respectively, “reflecting the sense that things have been extremely tough over the last year for so many”, GfK said.

The only measure to increase was expectations for the wider economy over the next 12 months, up two points to minus 36 but still eight points below this time last year.

The major purchase index, an indicator of confidence in buying big ticket items, remained at minus 20, four points lower than June last year.

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How US-Iran peace deal will affect our cost of living

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How US-Iran peace deal will affect our cost of living

“Ships of the World, start your engines. Let the oil flow!” said Donald Trump on social media after he announced the signing of an interim peace deal with Iran on Sunday. Under the agreement – which Iran acknowledged included a 60-day negotiating period for a final deal – the president said that following retrieval of mines, there would be a “toll free opening” of the Strait of Hormuz.

But many of the finer details remain “unclear”, said The Guardian. There are questions over the “exact timing of the reopening of the maritime route, who will oversee safe passage and whether any conditions will be applied”.

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