> ## Content Index
> Fetch the complete content index at: https://www.embeddedfinancereview.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Big Tech doubles down on Embedded Finance
- URL: https://www.embeddedfinancereview.com/big-tech-doubles-down-on-embedded-finance/
- Published: 2023-08-06T22:00:00.000Z
- Updated: 2025-11-06T10:37:31.000Z
- Description: Amazon, Apple, Shopify, Twitter, and Uber make multiple moves in embedded finance, from co-branded cards to insurance, highlighting Big Tech’s expanding role in financial services.
- Author: Lars Markull
- Tags: News, Consumer Software, US, Embedded Payments, Embedded Banking, Embedded Lending, Germany, Embedder, Embedded Insurance

In the past few weeks, we haven’t seen a big non-financial brand enter Embedded Finance with their first product launch; however, our usual Big Tech suspects have made multiple Embedded Finance moves:

Amazon: Amazon [discontinues their co-branded Credit Card in Germany](https://www.faz.net/aktuell/finanzen/digital-bezahlen/amazon-kreditkarte-vor-dem-ende-darum-werden-so-viele-karten-eingestellt-19078980.html?ref=embeddedfinancereview.com) but [launches one in Brazil](https://thepaypers.com/cards/amazon-and-bradesco-to-launch-credit-card-in-brazil--1263768?ref=embeddedfinancereview.com) in partnership with Bradesco. Due to a strategic change at Amazon’s banking partner in Germany, Amazon was forced to find a new one but likely could not find one that offered the attractive terms Amazon was asking for. A co-branded credit card seems to be the only choice for Amazon when it comes to payment and banking, but personally, I would love to see a truly embedded card offering from them.

Apple: That Apple’s banking partner, Goldman Sachs, is looking for a way to get out of the Apple Card product was already public knowledge. It is interesting that even Goldman Sachs is not able to make a profit with a partnership with Apple, but this is likely [due to the detailed requirements from Apple](https://www.theinformation.com/articles/how-the-partnership-between-apple-and-goldman-soured?ref=embeddedfinancereview.com). Probably none of us are really surprised that Apple is a company with complex demands. Additionally, the US company is looking to increase its footprint in India. Tim Cook visited the country a few months ago to celebrate the very first Apple Store opening in Mumbai; therefore, it is not surprising that the tech company is in discussion with Indian bank HDFC to launch [a co-branded credit card](https://www.fintechfutures.com/2023/07/apple-eyes-credit-card-launch-in-india-goldman-mulls-way-out-in-us/?ref=embeddedfinancereview.com).

Shopify: Our Embedded Finance role model [launched a charge card in the US](https://techcrunch.com/2023/07/26/shopify-expands-into-credit-as-it-pushes-further-into-the-fintech-space/?ref=embeddedfinancereview.com), which seems like a sensible extension of their existing Shopify Balance banking product. Both products are powered by Stripe, and, like many other US companies recently, Shopify decided against a traditional credit card (where a balance can be carried forward) but requires the card owner to pay the full balance at the end of the month.

Twitter: The iconic Twitter bird is gone, and we welcome a big X to our smartphone screen. While this change seems small, it represents the intended move by Elon Musk to add financial functionalities to Twitter. So far, the company [has received four financial licenses](https://tearsheet.co/payments/with-new-logo-twitter-to-be-rebranded-x-will-include-payments-and-banking/?ref=embeddedfinancereview.com) in June and July.

Uber: Uber [teams with Cover Genius](https://www.pymnts.com/news/ridesharing/2023/uber-teams-with-cover-genius-to-insure-brazilian-drivers/?ref=embeddedfinancereview.com) to Insure Brazilian Drivers. Uber’s banking product is often used as an Embedded Finance example, but the mobility platform is also moving into insurance products.