Embedded Advantage | Fintech’s Billion Dollar Baby

Plus, How Embedded Lending Is Transforming the Payment Stack

Author

Nikita Alexander
July 30, 2025

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Editor’s Pick 📌

Last week, Liberis and Google hosted an exclusive event in London that showcased how AI and embedded finance are closing the $5.7 trillion SMB funding gap. Liberis CEO Rob Straathof revealed how the fintech has tripled the number of merchants served to 2.2 million monthly, expanded into 16 countries, and achieved a 70% engagement boost through highly personalized funding solutions.

Senior Product Manager Lindsay Brightwell highlighted the new Liberis Capital Platform, which uses real-time data to deliver tailored offers—helping funded SMBs grow 25% faster, with 76% returning for more. The event also highlighted Ada, an AI underwriter built on Google Gemini, cutting complex credit decisions from hours to minutes.

Denish KC of Google Cloud emphasized that Gemini’s advanced capabilities are transforming underwriting accuracy and speed.

With embedded solutions like “Pay with Liberis” set to boost checkout conversions by 14%, the partnership signals a future where funding meets SMBs at the point of need.

Industry Trends & Innovation 💡

EMBEDDED FINANCE TRENDS

Embedded lending seamlessly integrates credit into digital wallets and checkout processes, eliminating the need for separate approvals and increasing accessibility. This trend is driven by consumer demand for instant financing and the evolution of technology, offering personalized credit solutions. Regulatory challenges must balance consumer protection and fintech innovation.

“By embedding their services into everyday platforms, banks scale their reach and gain deeper, real-time insights.”

STRATEGIC PARTNERSHIPS

FastBank and Nuvei enhance eCommerce payment systems for SMBs on SAP Business One, streamlining finance tasks like reconciliation and fraud prevention. This integration aims to simplify financial operations, allowing businesses to function more efficiently in today's digital marketplace. It's a game-changer for businesses seeking seamless financial management solutions.

PAYMENT TECHNOLOGIES

Payment platformization is transforming retail by integrating cloud-based systems that unify payment processes, enhancing consumer experience across channels. It's critical as it empowers retailers to offer seamless transactions, real-time analytics, and better fraud prevention.

FINTECH GROWTH

The Fintech as a Service market is projected to reach $1,548.76 billion by 2033, driven by the widespread adoption of embedded finance and API growth. This shift enables businesses to access financial infrastructure more easily, enhancing customer experiences through digital integration. Key challenges include regulatory complexities and data security concerns.

Bobsguide is a ClickZ Media publication in the Finance division