Exploring the future of embedded finance and hyper-personalized digital banking

In the last decade, through a series of incremental technological advancements facilitated by APIs, companies have started to weave financial solutions into their user experiences. Spanning functionally from payments to lending, insurance to investments, embedded finance represents the unbundling of financial services from institutions into the platforms businesses use to interact with their customers. Customers can now do everything from transferring money instantaneously across the globe to taking out a life insurance policy, all without ever leaving the company's ecosystem. This is the thesis of embedded finance. By embedding financial products and services into non-financial platforms, companies simplify the lives of their customers at a time when digital interactions represent the majority of consumer engagement. Banks hooking up their services to key user-centric applications like rideshare, logistics and merchant banking, or social commerce are successfully competing without ever having to build a multi-trillion dollar consumer brand.