Financial products are commodities. Context is everything.

Hi, I'm Lars Markull. After 10+ years inside fintech infrastructure companies like figo and Weavr, I realized something: understanding and launching fintech products is complex.

Vendor selection, go-to-market strategy, and regulatory requirements must all align perfectly. Which providers fit your use case? How do you embed your financial product so seamlessly that it creates a competitive advantage? What compliance requirements apply? How do you avoid costly mistakes?

That's where I come in.

My Story

I was employee #1 at figo (Germany's first Open Banking provider), where I led fintech sales and initiated the Open Banking Hackathon series, Bankathon. Later, as employee #7 at Weavr, I closed some of their largest embedded banking deals and became the first Head of Banking.

Here's what I learned: Embedding financial services can be a game-changer for almost any company. But many of them lack the practical know-how to execute it effectively.

So I left the provider side to help companies like yours. No single solution to push. Just honest guidance from someone who's been inside the machine.

How I Help

As a Fractional Embedded Finance Expert, I support my clients through both short-term projects and long-term partnerships. What matters most is that I don’t just advise; I become part of my clients' teams to get things done.

Typical activities:

  • Strategic planning and research for your embedded finance features

  • Design and execute provider selection processes (my speciality)

  • Build business cases and go-to-market strategies

  • Support team hiring and solve ongoing fintech challenges

Recent projects: BaaS selection for an employee benefit provider, IBAN provider evaluation for a vertical SaaS company, competitive research for a lending infrastructure provider.

My Advantage

I've been part of numerous embedded finance launches from concept to market. I've seen what creates success, what leads to failure, and the common pitfalls that can derail even promising projects.

I have firsthand experience with the providers you're evaluating. I am familiar with their actual strengths, limitations, pricing structures, and key decision-makers.

I stay at the forefront of the industry through the Embedded Finance Review newsletter, bi-weekly podcast, and our industry events.

Ready to Build Your Fintech Stack?

I'm passionate about helping companies succeed in the embedded finance space. And if we're not a good match, I'll point you toward the right resources or connections to help keep your project moving forward.

P.S. Not ready to reach out? Start with my newsletter – practical embedded finance insights every Tuesday.