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# The Maturity Roadmap of Embedded Finance within Vertical SaaS
- URL: https://www.embeddedfinancereview.com/the-maturity-roadmap-of-embedded-finance-within-vertical-saas/
- Published: 2025-04-07T12:39:00.000Z
- Updated: 2025-11-05T13:40:07.000Z
- Description: Flagship Advisory Partners survey reveals vertical SaaS embedded finance maturity roadmap. Why payments lead but lending will catch up in coming years.
- Author: Lars Markull
- Tags: News, Vertical SaaS, US

The team of Flagship Advisory Partners has published the first results of their SaaS Embedded Finance Survey ([Flagship Advisory Partners](https://insights.flagshipadvisorypartners.com/saas-embedded-finance-survey-results-part1-maturity-roadmap?%5Fbhlid=77a04489ac7497a8509cf41ea9f68b58d90f7c55&ref=embeddedfinancereview.com)). While the survey is focused on the US, I think the key insights are equally relevant for us here in Europe as well:

- Turning Embedded Finance products into a success takes time; there is no shortcut
- Many companies start with payments as the first financial product (biggest opportunity and pain points)
- But lending and banking (cards and accounts) follow; especially lending will likely catch up with payments over the next few years