Embedded finance integrates payments, lending, insurance, deposits, and wealth into non-financial platforms, creating seamless user journeys and new growth opportunities. The value chain involves providers (banks), enablers (BaaS or open banking platforms), and distributors (apps, e-commerce, ISVs). Key trends include deeper merchant integration of payments, rising demand for unsecured embedded lending, and growth of white-label solutions for SMBs. The market is set to reach $776B by 2029, driven by payments and lending. For financial institutions, success requires API readiness, data governance, and strategic partnerships.

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