Embedded Finance in 2025: What's Next?
Embedded finance continues to reshape how consumers and businesses access financial services. We spoke with practitioners about what’s working and what’s next. Brands that were never considered financial are now offering payments, lending, and insurance. This is powered by Banking-as-a-Service (BaaS) and robust APIs that handle compliance and risk behind the scenes. The end user often doesn’t think of it as banking — they just get a smoother checkout, a flexible payment option, or coverage at the point of need. In 2025 we see stricter regulation around BaaS and embedded lending in several jurisdictions; more vertical SaaS companies embedding finance instead of building from scratch; and rising expectations for seamless, invisible finance inside non-financial apps. We’ll continue to publish interviews with experts in embedded finance and adjacent areas throughout the year.
Guest Appearing in this Episode
Anna Kowalski
Head of Embedded Finance, EuroCommerce
Anna leads embedded finance strategy for a major European commerce platform. She has 12+ years in payments and banking partnerships and previously held roles at tier-1 acquirers and BaaS providers.
Copy link