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- The Fintech Brief | Inside Money20/20: Why Embedded Finance Is Now the Default
The Fintech Brief | Inside Money20/20: Why Embedded Finance Is Now the Default
Plus, fintech is driving financial inclusion in fast-growing markets worldwide.
Sophie Bruxner-Randall
June 11, 2025
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Editor’s Pick 📌
Reporting live from Amsterdam, the Bobsguide team was on the ground at Money20/20 Europe 2025—tracking the real conversations shaping the future of fintech.
This year, embedded finance was more than a theme—it was the clear direction of travel. Across packed panels and C-suite interviews, the message was consistent: the future of financial services will be built inside the platforms businesses already use.
One standout voice was Liberis CEO Rob Straathof, who joined sessions with leaders from eBay and Starling to unpack how embedded capital is closing the SME funding gap—and how new AI tools like Ada are helping underwrite smarter, fairer decisions at scale.
What we heard first-hand:
Embedded finance is no longer fringe—it’s the foundation for platform-led growth.
AI is moving beyond buzzwords to power real-time, explainable credit decisions.
The winners? Those who prioritise distribution, trust, and seamless integration.
“It’s not just about speed—it’s about confidence,” said Straathof in his one-on-one with Fintech.TV. “Technology should work with people, not against them.”
Industry Trends & Innovation 💡
FINTECH GROWTH
Fintech is reshaping finance by enhancing financial inclusion, particularly in underserved regions like Africa and Asia, and improving accessibility and efficiency. However, the rapid growth poses security and regulatory challenges that require vigilance. Collaborative efforts among fintech firms, traditional banks, and regulators can ensure sustainable advancement.
B2B PAYMENTS TRANSFORMATION
Emerging FinTech innovations integrate B2B payments seamlessly into business workflows, transitioning from fragmented systems to deeply embedded solutions. This shift enhances efficiency by automating processes, offering real-time financial management, and introducing consumer-style services like BNPL into B2B transactions. Businesses benefit from reduced latency and friction in payments.
FINTECH EVOLUTION
The US fintech market, valued at $53 billion in 2024, is set to grow to $181.6 billion by 2033, driven by digital financial inclusion and consumer demand for user-friendly services. Key trends include mobile banking, AI in fraud detection, and blockchain's role in decentralised finance, which offer significant opportunities for investors and developers in creating more inclusive financial platforms.
PAYMENT INNOVATION
U.S. SMBs are increasingly embracing payment innovation as a catalyst for growth, with 96% planning to upgrade their tech within a year. Recognising the pressing need for improved cash flow and fraud prevention, SMBs are focusing on eCommerce and integrating payment systems with other business software to enhance the payment experience. Payment innovation is identified as crucial to improving revenue and managing financial challenges.
OPEN BANKING COMPETITION
Open Banking Expo
The high-stakes competition between Big Tech and traditional banks over AI and Open Banking is set to redefine finance. As technology advances, there's a pressure on banks to modernise against agile tech giants armed with vast data. GFT Canada will host a Fireside Chat exploring the future of financial services, offering insights into maintaining competitiveness within this evolving landscape.
DIGITAL TRANSFORMATION
In retail banking and payments, Iris Software utilises advanced technologies like AI and cloud to drive real-time transactions, enhance payment security, and offer diverse eCommerce options. This empowers financial institutions to improve efficiency, maintain competitiveness, and achieve growth. With nearly 35 years in BFS services, Iris prioritises security, compliance, and seamless customer experiences, making their insights highly relevant for banking stakeholders.
Bobsguide is a ClickZ Media publication in the Finance division