Hi {{first name|embedded finance friend}}
The summer is slowly coming to an end. After a few relaxing days at the Baltic Sea and our daughter returning to daycare this week following their three-week holiday, I'm looking forward to getting back to full productivity mode!
Welcome to the 9 new subscribers since last week (total 1,659).
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As a reminder, my newsletter is (still) in summer mode due to the low number of new announcements. I'm summarising the biggest stories from January to July 2025, and this edition focuses entirely on Embedded Payments:
- August 5th → Banking (Link)
- August 12th → Lending (Link)
- August 19th → Payment (today!)
- August 26th → Investment & Insurance
And now let’s dive in 👇
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Top Non-Financial Brands Stories in Embedded Payment (Jan - Jul 2025)
My comment: I haven’t covered that many Embedded Payments stories over the past seven months. Did I miss them, or were there just not that many? Personally, ToolTime and WeTransfer were the two most interesting cases for me. Both companies have operated successfully before, but launching the payment product enabled them to not only grow their revenue per customer but also provide a better customer experience.
🇬🇧 Dext → The digital accounting provider announced a strategic partnership with Airwallex to launch a payment product later this year (News).
🇩🇪 ToolTime → The vertical SaaS provider launched an embedded payment product for German companies in the craft industry already in 2024, but shared some insights into its adoption earlier this year (News).
🇬🇧 Travelnest → The travel platform targets short-term landlords and helps them to manage their listing on different travel platforms. It partnered with Mangopay for an integrated accounts and payment solution (News).
🇳🇱 WeTransfer → The service provider used for sending larger digital files launched a payment product. This product enables creators to get paid by their clients before the content can be downloaded (News).
🇺🇸 X (Twitter) → The social media platform announced its plans to launch its P2P payment product in 2025, likely before getting the required license in all US states and also announced its partnership with Visa (News 1, News 2).
Top Infrastructure Provider News in Embedded Payment (Jan - Jul 2025)
My comment: When you think about European infrastructure providers for an Embedded Payments offering, you will likely think immediately of Adyen and Stripe. And of course it’s not wrong, as many of the Embedded Payments products are powered by them (check ToolTime and WeTransfer news above). That said, it seems a second wave of more focused providers is following (I covered Ryft’s funding round below, but would add Embed and Rootline to the list). It seems like interesting times for companies that want to launch an Embedded Payments offering.
🇳🇱 Adyen → The Dutch payment giant was already the partner of choice for many non-financial brands. Still, its Co-CEO made a distinct statement that Embedded Finance will be one of their top priorities for the future (News).
🇬🇧 Ryft → The British provider announced it raised $5.2 million in funding. The company partners with different payment providers and claims to process payments for over 1,500 merchants (News).
🇺🇸 Xero → The digital accounting provider itself belongs better to the non-financial brands category. However, the acquisition of Accounts Receivable (AR) and Accounts Payable (AP) payment provider Melio has more of an infrastructure provider vibe (News).
Podcast with Embedded Payment Stories (Jan-Jul 2025)
🇩🇪 The Complex World of Travel Payments with Eric-Jan Krausch of 1-CP (Podcast)
🇩🇪 Peace of Mind as a Product: How ToolTime Turned Payment Friction into Their Next Revenue Stream (Podcast)
🇬🇧 Are in-car payments the future of automotive commerce? With Mark Gerban from Pairpoint (Podcast)
🇫🇮 From Food Delivery to Embedded Finance - Wolt's Journey to Financial Services with Anniina Heinonen (Podcast)
Thank you for reading. I hope you enjoyed this edition.
My newsletter, podcast, and event activities are free, but I need your support to continue. Please share Embedded Finance Review with your friends and coworkers, and let me know your feedback (links above).
And if you need help understanding, building, or launching an embedded finance product, visit my website and get in touch with me.
Best wishes from Berlin,
Lars Markull (LinkedIn)
