For FinTech startups in 2023 and beyond, conventional banking methods may not even be on the radar anymore in terms of the services they offer. The focus is now on digital options that provide value to users both in terms of experience and financial well-being. Users need that extra bit of motivation not only when making investment decisions but when purchasing anything. 

Embedded finance is the change that’s made this shift away from conventional banking not only a viable option but a necessity for most consumers which has forced action from financial service providers. 

To put it simply, the concept behind embedded finance is to get consumers to use FinTech services that are already present on the platforms they use daily. For example, if you’re using an e-commerce platform like Amazon and you have the option to use BNPL, that is an example of an embedded finance feature. 

It is utilizing the banking tools offered by non-banking platforms (e-commerce, social media, ride-sharing apps, etc.) so that the consumer can get the full benefit of what the platform provides. 

Why is This Important to Know?

Understanding how to use embedded finance as a start-up or mid-size company in any industry is crucial to achieving scale. You’re not going to be making millions just by sending “hey we noticed you abandoned your cart…” emails because many consumers act on impulse. 

By non-banking platforms integrating financial services, they are providing value to their customers that is without a doubt going to be the separator between them and the competition. 

If we were to break down some of the key impacts embedded finance will have on the financial industry, the ones that stand out the most might look something like this:

User Experience:

First and foremost, the number one factor driving a successful platform is based on how much users - well, enjoy using it. What embedded finance does very well, in this case, is offer a seamless experience that is convenient and compatible. Without having to rely on a third-party provider, curious prospects are more likely to convert to paying customers when everything along the buying journey flows smoothly. 

Financial Awareness:

With the vast amount of features in embedded finance, users can view insights on their spending and saving habits. With this, platform providers can offer suggestions to their users. For example, a budgeting app could create a savings plan based on the data it collected from the users spending trends.

Revenue:

As mentioned earlier, prospects are more likely to convert when there are strategically embedded financial features in the platform. When the customer journey is good, the level of trust increases which makes the platform's value stand out to its users which keeps them coming back, and ultimately turns them into paying customers. 

Retention:

Building off the last point, having a solid user base is one thing. But the biggest issue FinTech companies will always argue about is how fast-paced and therefore competitive the industry is. With embedded finance, you’re more likely to have repeat customers and draw attention to your platform.

The Focus of Embedded Finance

You’ll notice most of this is focused on the user's benefits and that is because embedded finance offers nothing but benefits to consumers. The tricky part is how well non-banking platforms integrate the systems to make the vision a reality. For this reason, software development makes it possible to materialize the vision for the platform into reality. 

Software development for embedded finance can look different based on the goals of the platform but some essentials include the following:

• API Development: A staple in any software development project for embedded finance, API development is what allows data to be exchanged and users to interact with the platform. 

• Mobile: Accessibility is so important for users in 2023 especially when it comes to banking. Research is showing that a significant portion of the global population relies on mobile banking day-to-day (millennials especially).

• Machine Learning: Since data analytics are at the forefront for effectively providing useful information to users, finding the shortcuts to efficiency like machine learning is important for businesses. What machine learning does is use algorithms to provide valuable suggestions to users by analyzing the patterns identified in their spending habits.

• Payment Gateway: This is especially important for e-commerce platforms. Payment gateways are the IT systems that enable secure transactions between users and the platform. This is where private information will be stored (card details, authentication, encryption, etc.) which puts a lot of emphasis on quality software.

• Compliance: When it comes to FinTech services, especially embedded finance, there are certain rules and guidelines that cannot be violated. KYC is a very useful and important aspect in this sense as it will mitigate risk and build trust between users and platforms. 

The Takeaway

Digital transformation is one thing, dominating the virtual marketplace is a whole other when it comes to the financial service sector. Embedded finance is not just a key component but a fundamental asset when it comes to running a successful platform. For any platform to be successful, custom software that is tailored to its needs can be the differentiating factor that keeps users coming back.

Written By Ben Brown

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ISU Corp is an award-winning software development company, with over 17 years of experience in multiple industries, providing cost-effective custom software development, technology management, and IT outsourcing.

Our unique owners’ mindset reduces development costs and fast-tracks timelines. We help craft the specifications of your project based on your company's needs, to produce the best ROI. Find out why startups, all the way to fortune 500 companies like General Electric, Heinz, and many others have trusted us with their projects. Contact us here.