Embedder

Embedders, or non-financial brands, are the frontend in Embedded Finance. They are not fintech companies or financial institutions, but are offering financial services along their core non-financial offering (e.g., Shopify, Doctolib, Starbucks).

Visa Makes $100m Bid to Replace Mastercard on Apple Card

Visa bids $100M to replace Mastercard on Apple Card as Goldman Sachs exits. Why card networks compete fiercely for embedded finance partnerships despite losses.

By Lars Markull

/ 7 Apr 2025

Visa Makes $100m Bid to Replace Mastercard on Apple Card

Snelstart Partners with Flow and Adyen to Launch Embedded Banking for SMEs and Freelancers

Dutch bookkeeping provider Snelstart launches embedded banking with Flow and Adyen. Why this three-layer value chain reveals how BaaS reaches smaller customers.

By Lars Markull

/ 19 Mar 2025

Vorwerk Launches Embedded Insurance for Kobold Vacuum Cleaners Through Hakuna Partnership

Vorwerk partners with Hakuna for embedded insurance on Kobold vacuum cleaners across online, retail, and advisers. How Hakuna is signing major European brands.

By Lars Markull

/ 14 Mar 2025

Maltese Insurer Laferla Enters Banking with BaaS provider Andaria

Maltese insurer Laferla partners with BaaS provider Andaria to launch banking products. Why insurance companies struggle to replicate bank cross-selling.

By Lars Markull

/ 14 Mar 2025

German Wholesaler Metro Shuts Down B2B Financial Services After 25,000 Customer Milestone

German wholesaler Metro shuts down Financial Services after reaching 25,000 B2B customers. Why retailers struggle to create compelling value with embedded banking.

By Lars Markull

/ 14 Mar 2025

Lexware extends its financing partner stack

German bookkeeping provider Lexware adds Youlend as fourth financing partner. Why partnership models may outperform embedded integration for marketplace lending.

By Lars Markull

/ 9 Mar 2025

Lexware extends its financing partner stack

Reinventing Banking for Property Managers - with Enrique Sanchez from Aareon Spain

How Aareon Spain revolutionizes property management finance with embedded banking solution. Streamline operations, reduce costs, and gain intelligent financial insights.

By Lars Markull

/ 5 Mar 2025

Reinventing Banking for Property Managers - with Enrique Sanchez from Aareon Spain

Holiday rental platform Travelnest optimises flow of funds for property owners

Holiday rental platform Travelnest launches payment product with MangoPay to optimize fund flow for European property owners. How embedded payments create strategic positioning.

By Lars Markull

/ 26 Feb 2025

Business services provider Vistra launches global banking offering

Business services provider Vistra launches global banking with Airwallex for 200K+ managed entities. Why multi-geography BaaS partnerships beat regional providers.

By Lars Markull

/ 26 Feb 2025

Indonesian e-commerce provider Bukalapak shuts down banking offering

Indonesian e-commerce Bukalapak shuts down Standard Chartered banking partnership after limited success. Why the company pivots to digital payments and government transactions.

By Lars Markull

/ 21 Feb 2025

Indonesian e-commerce provider Bukalapak shuts down banking offering

The British automobile association AA partners with NatWest Boxed

British Automobile Association becomes NatWest Boxed's first customer, launching savings and loans for 14M members. Will AA embed financial products or rely on brand alone?

By Lars Markull

/ 21 Feb 2025

The missing embedded finance puzzle piece? Ageras acquires Storebuddy

Ageras acquires e-commerce tool Storebuddy after Kontist and Shine deals. Why non-fintech acquisitions may be the missing piece for embedded finance success.

By Lars Markull

/ 17 Feb 2025