Author

Dan Brightmore

Published

28 July 2025

Estimated Read time

3Mins

Read in brochure format

Our cover story charts the rise of RAKBANK in the UAE driven by agile practices and a people-first culture delivering…

Our cover story charts the rise of RAKBANK in the UAE driven by agile practices and a people-first culture delivering banking with a human touch.

Read the latest issue of FinTech Strategy here

RAKBANK: A Banking Transformation in the UAE

Our cover story explores the digital transformation journey of RAKBANK in the UAE. Head of Digital Transformation, Antony Burrows, reveals the agile practices, enterprise-wide enablement and people-first culture delivering digital banking with a human touch.

“Culture is the cornerstone,” Antony stresses. RAKBANK codifies this into its Four Cs Framework – Connect, Communicate, Collaborate and Celebrate. “Here in the UAE, banks are pivoting from a model of ‘we know everything’ to recognising that one of the best ways to deliver continuous change and value to customers is through partnerships with startups and FinTechs. It’s no longer banks versus startups – it’s banks and startups, working together for the customer. This shift is especially meaningful as banks expand beyond traditional services to focus on customers’ broader financial lives.”

MTN MoMo: Empowering Africa Through FinTech

Hermann Tischendorf, Chief Information & Technology Officer at MTN MoMo (the telco’s mobile money division) reveals a bold roadmap for leveraging FinTech to drive financial inclusion across the African continent.

“MoMo is comparable in monthly active users to some of the top ten FinTechs globally. We’re playing in the same league as Revolut or Nubank – but in much more complex markets,” notes Hermann. “Access to financial services is fundamental. Without it, people are excluded from the global economy. Our services are the equaliser allowing individuals in frontier markets to participate in trade, store value, and ultimately improve their quality of life.”

Republic Bank: Building a Digital Bank

Republic Bank has been serving customers via its branches for over 185 years and now serves 16 different countries across the Caribbean and beyond. It’s “a regional bank with a growing global reach,” explains Group Chief Information & Digital Transformation Officer, Houston Ross.

His team is building a digital bank during a Year of Delivery and Accountability (YODA). “When we talk about digitalisation it’s a journey that never ends. And product is the vehicle to make sure we’re continuously improving.This is our digital pathway and we have to change minds in terms of going beyond the challenges to achieve what’s possible with the right frameworks, tools and processes for our people to serve our customers.”

Also in this issue, we keep you up to date with the key FinTech events across the calendar and read on for insights from Lloyds Banking Group, Recorded Future, AAZZUR, Ayre Group, Marqeta, SCOR and TerraPay.

Read the latest issue of FinTech Strategy here

  • Artificial Intelligence in FinTech
  • Blockchain & Crypto
  • Cybersecurity in FinTech
  • Digital Payments
  • Embedded Finance
  • InsurTech
  • Neobanking

Author

Philipp Buschmann

Published

11 July 2025

Estimated Read time

5Mins

Philipp Buschmann, co-founder and CEO of AAZZUR – a one-stop-shop for smart embedded finance experience – on business transformation

Business spending used to be a mess. Think mountains of receipts, last-minute expense reports, and a constant guessing game about where the money actually went. For many companies, especially those growing fast or juggling lots of moving parts, keeping tabs on spending felt like trying to plug holes in a sinking ship. Even with spreadsheets and corporate cards, it was hard to get real visibility or control.

But something is changing. Behind the scenes, a quiet shift is taking place. It’s called embedded finance andwhile the name might sound technical, the impact is very real and surprisingly simple: it’s giving businesses more control over how they spend money, without adding complexity.

At its core, Embedded Finance means putting financial tools directly inside the platforms businesses already use. So instead of switching between software to pay bills, issue cards, or track expenses, those features are built right into the systems companies rely on every day, like accounting tools, logistics platforms, or even team management apps.

It’s like turning on the lights in a dark room. Suddenly, business leaders can *see* where the money is going, in real time. They can set rules. They can act faster. And best of all, they don’t need a finance degree to understand what’s happening.

Goodbye Expense Reports with Embedded Finance

This will be music to your ears. One of the most obvious and painful examples of messy spending is employee expenses. Traditionally, employees pay out of pocket, save their receipts, and submit reports at the end of the month. Finance teams then spend days chasing missing documentation and trying to figure out whether each purchase was actually necessary. The entire process is slow, frustrating, and ripe for errors.

With embedded finance, that whole routine gets flipped. Now, companies can issue virtual cards with built-in controls, like daily limits, merchant restrictions, or even time-based rules. Employees use the cards directly from their phones, receipts are uploaded instantly, and managers can see every transaction as it happens. No more end-of-month surprises and best of all, nomore chaos.

Real-Time Visibility, Real-Time Decisions

Having a hard time making quick decisions? When spending is scattered across departments, locations, or tools, it’s hard to have a coherent plan. Business leaders often operate with outdated information, relying on month-end reports to spot issues that have already happened. That lag can be costly, especially in a fast-moving economy.

Embedded Finance changes that by connecting spending directly to data. Whether it’s a construction company managing field purchases or an e-commerce brand scaling its supply chain, having real-time visibility into expenses means leaders can make smarter decisions, faster. If costs spike in one area, they can spot it and adjust instantly. If a new supplier overcharges, they’ll know right away.

It’s not just about seeing the numbers—it’s about being able to act on them in the moment.

Fewer Tools, Less Friction with Embedded Finance

A big source of business friction comes from too many disconnected systems. You might have one platform for payroll, another for invoicing, and yet another for managing employee cards. Every tool means another login, another source of truth, and more opportunities for things to slip through the cracks.

Embedded Finance simplifies the stack. Instead of stitching together a patchwork of tools, companies can use one unified system where spending and financial controls are already built in. For employees, that means fewer steps to get what they need. For finance teams, it means fewer errors to clean up. And for leadership, it means clearer insight into how money is being used to drive the business forward.

Solaris is making waves in the circular economy by teaming up with Grover to allow people to subscribe to tech devices monthly instead of purchasing them. Due to stringent rules, they needed a product they could integrate to enable customers full control and increase loyalty. They succeeded by launching the Grover Card to boost engagement and retention and make payments borderless and hassle-free.

Empowering Teams Without Losing Control

One of the biggest tensions in company spending is the balance between trust and control. You want teams to move fast and make smart decisions, but you also need to avoid waste and fraud. Too much freedom, and things go off the rails. Too much control, and progress stalls.

Embedded finance helps solve that tension. Because financial tools are built into the workflow, companies can set smart rules from the start. Maybe the marketing team can spend up to a certain limit on campaigns, but anything over, needs approval. Maybe contractors can only use their cards during work hours. These aren’t rigid roadblocks—they’re flexible guardrails that keep spending aligned with company goals.

At the same time, employees feel more trusted. They don’t have to front their own money or wait for approvals. They can focus on doing their jobs, knowing they have the tools they need.

Final Thoughts

Embedded Finance isn’t about adding more technology for the sake of it. It’s about making finance work better, smarter, faster, and with less hassle. For businesses that have struggled with messy, unpredictable spending, it’s a breath of fresh air.

The companies embracing these tools aren’t just getting more efficient, they’re unlocking new levels of clarity and confidence. And in today’s unpredictable business environment, that’s not just a nice-to-have – it’s a competitive advantage that will pay back in spades.

  • Embedded Finance

Author

Philipp Buschmann

Published

12 March 2025

Estimated Read time

6Mins

Philipp Buschmann, co-founder and CEO of AAZZUR, looks at the changing face of Embedded Finance and the rise of the API economy

The business world is changing. If you are paying attention, you will notice one of the most exciting transformations happening right now is Embedded Finance. We hear a lot about APIs (Application Programming Interfaces) and how they power our digital lives. However, what’s really grabbing attention is the rise of the API economy. Specifically, people are excited about how embedded finance is reshaping how businesses interact with their customers.

So, what’s all the fuss about, and why should you care? Let’s dive in.

What is Embedded Finance Anyway?

At its core, Embedded Finance means integrating financial services into non-financial platforms. It allows companies to offer banking-like services – think payments, lending, and insurance – directly within their apps or websites, without needing to be a bank themselves.

It’s like how Uber lets you pay for your ride without ever leaving the app. Uber isn’t a bank, but through embedded finance, it can offer seamless payment options, providing an effortless user experience. The user doesn’t need to think about the financial side of things; it just happens in the background. And that’s the magic of embedded finance – it’s smooth, simple, and frictionless.

APIs: The Backbone of Seamless Integration

APIs (Application Programming Interfaces) are the unsung heroes enabling the smooth interaction between different software systems. They allow platforms to communicate and share data effortlessly, acting as bridges between various services. For instance, when companies like Airbnb incorporate payment processing, they rely on APIs to connect with third-party providers like Stripe or PayPal. Without these connections, seamless financial interactions would not be impossible.

In the past, businesses that wanted to offer financial services had to build out much of the infrastructure themselves. However, with the rise of the API economy, this complexity has been drastically reduced. Companies can now integrate ready-made financial services quickly and focus on their core offerings. 

However, while APIs handle much of the heavy lifting, they aren’t the whole solution. They still need to be connected to the devices or systems using them. This involves stitching them together through a middle layer that coordinates the various API functions, along with coding a front-end interface that users interact with.

In essence, APIs provide the building blocks, but there’s still a need for a tailored architecture to ensure everything operates smoothly – from the back-end infrastructure to the user-friendly front end. This layered approach ensures businesses can offer a seamless experience without getting bogged down by technical complexities.

Why the API Economy is Booming

The API economy is booming because it allows businesses to be more agile, innovative, and customer-centric. APIs give companies the flexibility to offer services they wouldn’t have been able to in the past. A clothing retailer can offer point-of-sale (POS) financing without becoming a bank, or a fitness app can offer health insurance with the click of a button.

Think about Klarna, a company that’s become a household name by offering “buy now, pay later” services. Klarna partners with thousands of retailers, allowing them to provide flexible payment options directly within their checkout process. The retailer doesn’t have to worry about the complexities of lending—it’s all handled by Klarna’s Embedded Finance platform through APIs. 

This creates a win-win situation: customers get more flexible payment options, and retailers can drive conversions without any of the financial headaches.

How Embedded Finance is Connecting Customers to the World

Embedded Finance is all about breaking down barriers between industries and creating better, more holistic experiences for customers. And it’s not just about payments—it extends to lending, insurance, and even investments.

Take Revolut, the digital bank that started as a foreign exchange app but now offers everything from insurance to cryptocurrency trading. By using APIs to embed these financial services into their platform, Revolut has transformed into an all-in-one financial hub. Customers don’t need to visit different apps or websites for banking, insurance, or investments – they can do it all within Revolut.

The world of e-commerce has certainly embraced the world of embedded finance, Shopify, the e-commerce platform, has built it directly into its ecosystem. Through its Shopify Capital programme, the company offers its merchants quick access to business loans. This seamless integration is made possible by APIs, allowing Shopify to assess a merchant’s financial data and offer lending without the need for the merchant to seek out external financing. It’s fast, convenient, and keeps businesses within the Shopify ecosystem, further strengthening customer loyalty.

A New Level of Personalisation

This is more than just making payments easier – it’s about giving customers a more personalised, seamless experience. By tapping into financial data, businesses can offer products and services that really hit the mark for each individual.

Take travel apps like Skyscanner, for example. They’ve made things super convenient by embedding travel insurance right into the booking process, so, when you’re booking a flight, you can easily add travel insurance without even leaving the app. It’s all about creating a one-stop shop that gives you exactly what you need, right when you need it.

The Future 

The API economy, particularly in the realm of Embedded Finance, is just getting started. Over the next few years, we can expect to see more industries leveraging this technology to enhance their offerings and create richer customer experiences. Everything from health tech to real estate is ripe for disruption.

Businesses that adopt embedded finance solutions early will have a competitive edge. They’ll be able to offer seamless, integrated experiences that meet the modern consumer’s demand for convenience and personalisation.

However, it’s not just about jumping on the bandwagon. Companies need to be strategic about how they implement embedded finance. It’s not a one-size-fits-all solution, and it’s crucial to understand how these services align with your business goals and customer needs.

The rise of the API economy and embedded finance is opening up new doors for businesses and customers alike. By embedding financial services into non-financial platforms, companies are not only streamlining operations but also creating more value for their customers.

Embedded Finance is already making waves across industries, from retail to tech, and the businesses that are brave enough to embrace it are positioning themselves at the cutting edge of this transformation. For customers, it’s opening the door to a world that’s more connected, convenient, and tailored to their needs. It’s not about whether embedded finance will change the way we do business – it’s about how quickly it’s happening, and which companies are ready to step up and lead the charge. 

So, whether you’re running an e-commerce business, developing a tech platform, or simply thinking about how to better serve your customers, it’s time to consider how embedded finance can connect your customers to the world in ways you never thought possible. 

The future is embedded, and it’s here.

  • Embedded Finance