Embedded finance

Embedded finance means putting financial products (payments, lending, insurance, accounts) inside non-financial apps so the user never leaves. Shopify Capital lends to merchants based on their Shopify sales; Uber pays drivers instantly and offers them a debit card; Tesla sells you the financing during the car configurator. The shift it represents: every software company with a transacting user base becomes a potential fintech distributor. The infrastructure enabling this is Banking-as-a-Service (Stripe, Unit, Treasury Prime) — the non-financial company gets an API and brand, the chartered bank sits underneath providing the licence and balance sheet. Net effect: financial services stop being a destination and become a feature in whatever app you were already using.