Embedded Advantage | Inside Money20/20: Why Embedded Finance Is Now Mainstream

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Editor’s Pick 📌

Inside Money20/20 Europe: Embedded Finance Steps Into the Spotlight

Reporting live from Amsterdam, the Bobsguide team was on the ground at Money20/20 Europe 2025—tracking the real conversations shaping the future of fintech.

This year, embedded finance was more than a theme—it was the clear direction of travel. Across packed panels and C-suite interviews, the message was consistent: the future of financial services will be built inside the platforms businesses already use.

One standout voice was Liberis CEO Rob Straathof, who joined sessions with leaders from eBay and Starling to unpack how embedded capital is closing the SME funding gap—and how new AI tools like Ada are helping underwrite smarter, fairer decisions at scale.

What we heard first-hand:

• Embedded finance is no longer fringe—it’s the foundation for platform-led growth.

• AI is moving beyond buzzwords to power real-time, explainable credit decisions.

• The winners? Those who prioritise distribution, trust, and seamless integration. 

Industry Trends & Innovation 💡

PAYMENT TRENDS

Payments in 2025 - Simpler, Smarter, and Faster While Challenges Persist

In 2025, payment systems focus on speed, security, and user-friendly integration, driven by technologies like real-time payments, digital wallets, AI, and biometrics. This shift pressures banks to deliver advanced services as consumers demand more control and efficiency in financial transactions. Addressing cross-border transfer complexities remains critical to meeting expanding expectations.

CRYPTO M&A FOCUS

Crypto's Central Role in Fintech M&A in 2025's Infrastructure Transformation

Crypto M&A in 2025 is critical for fintechs as digital assets shift from speculation to essential infrastructure. Regulatory clarity in the EU and UK supports mergers, while tokenization demands new asset management methods. Staying ahead requires understanding these dynamics and participating actively in the evolving landscape.

B2B PAYMENTS

How Embedded Tech and AI Transform Complex B2B Payment Networks

B2B payment networks are shifting from fragmented standalone systems to integrated, automated platforms, emphasizing APIs, cloud-native architectures, and real-time processes. This transition reduces friction and enhances operational efficiency, offering solutions crucial for CFOs navigating complex transactions. Central themes include embedded finance, AI-driven reconciliation, and consumer-style credit options reshaping business financial management.

FINTECH EXPANSION

United States Fintech Market Poised for Significant Growth by 2025

Navigating the U.S. fintech market offers potential for growth, driven by increasing demands for digital financial services and the integration of AI and blockchain technologies. By 2033, this sector is forecasted to expand significantly, providing opportunities for startups and established firms to innovate within a digitally-centric financial landscape.

MONETARY POLICY CHANGES

RBI Lowers Repo Rate and CRR, EMI Relief for Borrowers

A 50 basis point cut in the RBI's repo rate to 5.5% is a boon for borrowers, resulting in cheaper EMIs and easing financial pressure. Additionally, a 100 bps reduction in the Cash Reserve Ratio aids in boosting liquidity. This change signals a neutral policy stance amid global economic uncertainties, including tariff wars.