The Maturity Roadmap of Embedded Finance within Vertical SaaS
Flagship Advisory Partners survey reveals vertical SaaS embedded finance maturity roadmap. Why payments lead but lending will catch up in coming years.
The team of Flagship Advisory Partners has published the first results of their SaaS Embedded Finance Survey (Flagship Advisory Partners). 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
EAM's Savin launches Germany's first embedded investment product in energy. Customers combine electricity payments with automated savings and investment.
Lyft launches Cash Rewards, a prepaid wallet offering up to 5% cashback on rides. The closed-loop stored value account combines loyalty rewards with embedded finance to increase customer retention.
HotelRunner launches Ruby, a travel-native embedded finance infrastructure for B2B payments. The platform handles cross-border settlements, multi-currency processing, and targets $4B in annual transactions.
EAM's Savin launches Germany's first embedded investment product in energy. Customers combine electricity payments with automated savings and investment.
Lyft launches Cash Rewards, a prepaid wallet offering up to 5% cashback on rides. The closed-loop stored value account combines loyalty rewards with embedded finance to increase customer retention.
