Embedded Advantage Newsletter | “We’re Not Trying to Be Flashy—Just Useful”

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Editor’s Pick 📌

At Shoptalk, AI Took the Spotlight — But Embedded Finance Is Doing the Real Work

While most of Shoptalk was talking about what’s next, Liberis was focused on what’s quietly working right now.

In a conversation with Bobsguide, Liberis’ Per Dahlqvist made the case for embedded lending not as a flashy trend—but as the invisible infrastructure powering seller growth, platform loyalty, and capital access.

Here’s what stood out:

• Pre-approved funding based on live transaction data

• White-labeled lending that feels native to the platform

• AI that lowers costs, not just raises eyebrows

• Real impact for small sellers needing inventory or ad spend

It’s a reminder that while AI might dominate the headlines, embedded finance is quietly driving outcomes behind the scenes.

“We’re not trying to be flashy,” Per said. “We’re trying to be useful.”

📚 Want the full story? Read the Q&A with Per Dahlqvist on Bobsguide

Expert Opinion ✍️

Embedded Finance Payments: A Strategic Lever in a Volatile Economy

As global markets respond to policy whiplash—from tariff escalations to inflation waves—liquidity, risk, and cash flow management are once again at the top of the agenda. For marketplaces and platforms navigating this turbulence, embedded finance is no longer a feature—it's becoming a core business strategy.

At its most powerful, embedded finance is not about slapping payments onto an app. It’s about turning fragmented financial interactions into seamless, contextual moments that improve user experience and reduce friction in transactions. The most critical application right now? Payments.

When trade policy shifts, like the recent "America First" tariff talk reignited by U.S. officials, platform sellers are often the first to feel the squeeze. Increased import costs compress margins. Longer cash conversion cycles threaten liquidity. And under traditional banking rails, sellers—especially SMBs—are left waiting. Embedded payments solve for this by enabling instant, in-context payouts, credit access, and flexible financing built into the ecosystem they already trust.

Take the MoneyLion–Gen Digital integration. It’s not just about expanding reach—it’s about embedding financial tools into the consumer's digital life, reducing steps between intent and transaction. Or Bilt Rewards’ acquisition of Banyan: by leveraging transactional data within an embedded framework, Bilt can issue more relevant rewards and boost consumer stickiness. This is where embedded payments add real value—not just by moving money, but by creating more meaningful interactions.

But the edge comes when embedded finance is seen not as tech, but as infrastructure. Platforms that own the financial experience—from onboarding to disbursement—can control user engagement, drive loyalty, and adapt faster to economic disruptions. They also insulate themselves from the limitations of third-party processors and fragmented financial systems.

To get there, the roadmap is clear:

• Build fintech partnerships that offer configurable, compliant payment solutions.

• Invest in transaction-level data and behavioral signals to inform offers like instant credit or tailored incentives.

• Make embedded payments part of your value proposition—not just a backend utility.

Live from ETA Transact 📍

From the Show Floor: What’s Moving the Needle at ETA Transact 2025

💡 Here’s what we’re hearing again and again:

• Embedded finance is going mainstream. From new lending APIs to full-stack integrations, it's becoming a baseline expectation across verticals.

• AI is shifting from hype to utility. Think smarter underwriting, unstructured data analysis, and cost reduction—practical use cases that are improving access to capital.

• Data is out. Insight is in. Microsoft’s keynote cut through the noise: “Don’t just show charts. Surface the one thing your business needs to act on.”

• Payments are getting personal. Leaders like Zip Co are focusing on financial flexibility for real-world consumers—paycheck-to-paycheck users buying groceries, school supplies, and transport.

🔎 Sessions to watch on Day 2?

Innovations in B2B payments, platform partnerships, and alternative credit models for SMBs are topping the agenda.

As one attendee put it: “ETA is where the ecosystem syncs.”

Industry Trends & Innovation 💡

EMBEDDED FINANCE

Embedded Finance Enhances Walmart Marketplace Sellers' Payment Experience

J.P. Morgan Payments introduced an integrated embedded finance solution for Walmart Marketplace, enabling sellers to manage their payment processes within the eCommerce platform. This integration supports seamless payment cycles and provides sellers with advanced tools to enhance business growth, emphasizing reliability and adaptability. This advancement is crucial for merchants seeking comprehensive payment solutions to enhance their customer experience and streamline their operations.

EMBEDDED FINANCE TRANSFORMATION

Embedded Finance Transforms Brokerages With Digital Wallets And Fractional Trading

Embedded finance is transforming fintech by shifting brokerage services to digital platforms, allowing investors to trade fractions of US stocks for as little as $1 any time. This transition requires brokerages to implement advanced transaction and settlement systems. While regulators lag, technology provides an adaptable and innovative solution to bridge this gap.

INTEGRATED PAYMENTS

Splitit Offers Seamless One-Click Installment Payments on Shopify Checkout

Splitit has integrated their one-click installment payment system into Shopify's checkout, allowing merchants to offer straightforward installment options right within the credit card section. This enhances consumer experience by reducing cart abandonment and simplifying payment processes across over 100 countries, potentially increasing loyalty and sales.

EMBEDDED FINANCE

🎙️ Exploring Embedded Banking Through Vodeno's BaaS Platform With Metro AG

Michael Zyber and Wojciech Sass discuss the Vodeno Banking-as-a-Service (BaaS) platform on the Demystify Podcast, emphasizing how it has empowered Metro AG to introduce embedded banking services and foster customer loyalty. This development is timely for fintech professionals seeking ways to enhance client satisfaction and experience. Understanding the dynamics of BaaS and embedded banking is crucial for industry leaders aiming to stay competitive in the shifting financial landscape.

EMBEDDED FINANCE

Embedded Finance Boosts Retention by Solving SMB Pain Points

SMBs are increasingly drawn to platforms that offer flexible financial services without red tape. Embedded finance solutions—like revenue-based lending or early payouts—help platforms offer more value, reduce seller churn, and deepen engagement. By using platform data to personalise these offers, marketplaces and ISVs can position themselves as growth partners, not just service providers.