With the proliferation of technology and the continued evolution of financial services, a new era in fintech is dawning — the era of embedded finance. This innovative concept, still in its nascency, promises to drastically redefine the financial landscape, blurring the boundaries between finance and the everyday consumer experience. Embedded finance refers to the integration of financial services into non-financial platforms, allowing businesses to provide these services seamlessly as part of their normal customer interactions. The end game? Enabling consumers to complete financial transactions without leaving their preferred platforms or apps, from shopping and ride-sharing to social media and beyond. EMBEDDED FINANCE: The Unstoppable Rise of Reshaping the Fintech Landscape Financial Innovation & FinTech 56 Finance Monthly.
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