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).

Lyft Cash Rewards: How Lyft Built a Prepaid Wallet Into Its Loyalty Program

Lyft launches Cash Rewards, a prepaid wallet offering up to 5% cashback on rides. The closed-loop account combines loyalty with embedded finance for retention.

By Lars Markull

/ 3 Nov 2025

HotelRunner Launches Ruby: Travel-Native Embedded Finance for B2B Payments

HotelRunner launches Ruby, travel-native embedded finance infrastructure for B2B payments. The platform handles cross-border settlements and targets $4B in transactions.

By Lars Markull

/ 3 Nov 2025

HotelRunner Launches Ruby: Travel-Native Embedded Finance for B2B Payments

SAP and Oracle (continue to) embed payments directly into their platforms

SAP and Oracle accelerate embedded payments with Adyen, Brex, and KNEX integrations. Three major announcements signal enterprise software's fintech shift.

By Lars Markull

/ 21 Oct 2025

SAP and Oracle (continue to) embed payments directly into their platforms

Betterfly shares insights on their employee benefits card in Spain

How Betterfly's employee benefits card helps Spanish workers boost take-home pay by 15% through tax-advantaged meals, transport, and childcare benefits.

By Lars Markull

/ 21 Oct 2025

Betterfly shares insights on their employee benefits card in Spain

How Polish Marketplace Allegro Built a Bank-Scale Lending Business Through Embedded Finance

How Allegro uses embedded finance to drive growth: Allegro Pay funds 15.3% of GMV with PLN 3.3B in loans, proving non-financial brands can build financial products.

By Lars Markull

/ 14 Oct 2025

How Polish Marketplace Allegro Built a Bank-Scale Lending Business Through Embedded Finance

How Payroll Provider PayCaptain Launched Savings Accounts for Employee Access

PayCaptain launches savings and real-time payroll via ClearBank partnership. Can payroll providers crack embedded finance? How HR software could follow.

By Lars Markull

/ 14 Oct 2025

How Payroll Provider PayCaptain Launched Savings Accounts for Employee Access

Reverb's Digital Wallet Strategy: Keeping Seller Money in the Marketplace

Reverb launches digital wallet with Ansa to keep seller funds in the marketplace. Explore the marketplace wallet playbook: how non-financial brands use embedded finance to reduce costs and boost retention.

By Lars Markull

/ 7 Oct 2025

Reverb's Digital Wallet Strategy: Keeping Seller Money in the Marketplace

Hnry Expands to UK, Partners with Edenred Payment Solutions

New Zealand fintech Hnry expands to UK with Edenred, offering sole traders automated tax management, payment accounts, and debit cards ahead of April 2026 regulations.

By Lars Markull

/ 29 Sep 2025

Hnry Expands to UK, Partners with Edenred Payment Solutions

Italian Digital Accounting Provider Sibill Launches Embedded Banking Product

Italian digital accounting provider Sibill launches embedded banking with Swan, offering modular debit cards and payment accounts. What makes this significant for Italy.

By Lars Markull

/ 29 Sep 2025

Italian Digital Accounting Provider Sibill Launches Embedded Banking Product

Gusto Launches Gusto Money: Payroll Provider Expands Into Embedded Finance With Credit, Bill Pay, and Invoicing

Gusto launches Gusto Money with embedded finance features: Payroll Bridge lending, bill pay via Melio, and invoicing. How payroll providers expand into fintech.

By Lars Markull

/ 19 Sep 2025

Gusto Launches Gusto Money: Payroll Provider Expands Into Embedded Finance With Credit, Bill Pay, and Invoicing

Club Brugge Launches Embedded Finance Debit Card: How Football Clubs Are Moving Beyond Traditional Banking Partnerships

Club Brugge launches Club Pay, an embedded finance debit card for fans. How football clubs are moving beyond traditional banking partnerships to offer financial services.

By Lars Markull

/ 19 Sep 2025

Club Brugge Launches Embedded Finance Debit Card: How Football Clubs Are Moving Beyond Traditional Banking Partnerships

Odoo Launches Global Expense Management Card with Stripe and Mastercard Partnership

Odoo launches global expense management cards with Stripe and Mastercard, targeting 15 million users across 175+ countries. Learn why this matters.

By Lars Markull

/ 19 Sep 2025

Odoo Launches Global Expense Management Card with Stripe and Mastercard Partnership