Hi Embedded Finance Friend
One of my contacts who mastered the LinkedIn game congratulated me over the weekend for publishing a LinkedIn post for 5 days in a row. He also asked whether it was easy and whether I plan to continue. My answer was a clear 'no and no' ;-)
But last week was extremely busy with various Embedded Finance announcements. I have published all of them on my website already, but still have to catch up on LinkedIn and newsletter - so maybe 1-2 LinkedIn posts this week ;-)
But no complaining on my side: I love seeing so many new partnerships, product launches, and expansion announcements! Keep them coming!
Job Alert: Some of you might know that I am working with a German startup at the intersection of healthcare and fintech. The team is currently hiring a Chief of Staff. Get in touch if you want to learn more (German language skills are a must-have!)
And now let’s dive in 👇
Amazon Germany Supercharges Seller Lending
What happened: Amazon partners with HypoVereinsbank and Banxware ++ German sellers get credit lines up to €5M ++ Smaller loans on Banxware's balance sheet, larger ones via HypoVereinsbank
Amazon Germany has partnered with HypoVereinsbank (HVB) and embedded lending provider Banxware to offer credit products directly inside Seller Central. The partnership offers two financing options: Banxware Sofortfinanzierung, a digital loan of €1,000- €250,000 with payouts within 24 hours, and HVB FlexFinancing, a credit line with limits up to €5 million and decisions within three business days. Banxware plays a dual role as both a financing partner offering its own product and a technology provider enabling HVB to integrate with Amazon, acting as the bridge between traditional bank financing and the digital interface sellers expect. This validates what Banxware co-founder Jens Roehrborn described in our podcast episode: banks want embedded lending access but struggle to build their own user experience. Amazon now offers multiple lending providers in Germany, covering different seller segments and risk profiles. The approach mirrors Amazon's activities in other markets: in the UK, Amazon has partnered with Youlend since 2023, while in the US, Amazon ended its direct lending programme in March 2024 and also shifted towards third-party partnerships.
Read the full story on Embedded Finance Review.
Airwallex expands to DACH with €31 million investment
What happened: Airwallex launches Germany operations with €31M five-year investment ++ Embedded finance platform powers already Vistra, Dext, and Deel ++ Multi-geography licensing differentiates from EU/UK-only BaaS providers
Airwallex is launching in Germany with a €31 million investment over five years, primarily to open a new Berlin office and build a local team led by Tom Sellin. Beyond offering business accounts, international transfers, and payment processing directly to companies, Airwallex has built a significant embedded finance business enabling fintech companies and non-financial brands to offer payment and account products to their customers. Recent partnerships include Vistra's global banking offering for 200,000+ managed entities, Dext's embedded payments for accounts payable automation, and Deel's contractor card for freelancers. The common thread: partners operate across multiple markets and need broad geographic licensing coverage. Airwallex operates in the EU through a Dutch e-money license obtained in 2021, reported approximately $1 billion in recurring revenue for 2025, and was valued at €6.9 billion in its latest funding round. For German digital companies with international operations, Airwallex's multi-geography licensing could differentiate from European BaaS providers that focus solely on EU or UK markets.
Read the full story on Embedded Finance Review.
QuickBooks launches Capital Marketplace in the UK with YouLend as launch partner
What happened: QuickBooks launches Capital Marketplace in UK ++ YouLend provides embedded lending infrastructure ++ UK small businesses get access to financing based on QuickBooks data
QuickBooks is rolling out a Capital Marketplace in the UK that connects small business customers directly with financing partners from within the accounting software. YouLend is the launch partner, having completed a pilot in 2025, offering funding from £1,000 to £2 million, with eligibility starting at just three months of trading history. The marketplace structure suggests QuickBooks is partnering with multiple lenders, similar to German accounting software Lexware, since a single lender typically can't serve the full range of SMB risk profiles and funding needs. By embedding capital offers within software where SMBs already manage cash flow, invoices, and expenses, QuickBooks can surface funding when it's relevant, with the data context to enable faster underwriting. Funding decisions typically arrive within 24 hours, repayments are linked to future sales rather than fixed monthly amounts, and pre-qualification checks don't affect credit scores. YouLend has funded over 370,000 businesses globally through platform partnerships.
Read the full story on Embedded Finance Review.
In other Embedded Finance news
Embedded investing in super app: Bolt launched embedded investing in its super app through a partnership with Atomic Invest. Atomic provides the brokerage infrastructure and handles regulatory compliance, enabling Bolt users to invest in stocks and ETFs without Bolt needing to build in-house or obtain brokerage licenses (Open Banking Expo).
Cross River Bank launches embedded finance unit: Cross River created a dedicated embedded finance division to help non-financial brands integrate banking services. The bank aims to streamline the process of embedding accounts, cards, and payments into platforms, competing with other BaaS providers in the US market (Banking Dive).
Two big brands expand their relationship with their PSPs (but not embedded finance):
Adyen expands Uber partnership: Adyen will power payments for Uber's airport kiosks and expand into new markets beyond their existing collaboration, adding new payment touchpoints to their infrastructure relationship (The Paypers).
Checkout.com powers Spotify payments: Checkout.com will handle payment processing for Spotify across multiple markets, demonstrating another major platform consolidating payment infrastructure with a single provider (Finextra).
That's it for this edition. If you enjoy my newsletter, podcast, or events, the best way to support me is to share them with others in your network. Feedback is always welcome, too.
Need help with an embedded finance project? Visit my website and let's talk.
Best wishes from Berlin,
Lars Markull (LinkedIn)
