Embedded Finance Grows Up: Marketplaces Drive Progress

A brand new PYMNTS Intelligence and Marqeta collaboration examines how embedded finance instruments comparable to digital wallets, payouts, lending and co-branded playing cards are remodeling each buyer relationships and enterprise fashions. “Embedded Finance Grows Up: How On-line Marketplaces Can Retain Clients and Increase Revenues” attracts on a survey of 37 U.S. on-line marketplaces throughout retail, journey, finance and enterprise companies performed in July 2025. What emerges within the report is an image of a quickly maturing sector. Ninety-seven p.c of marketplaces now provide embedded finance. Most say it’s delivering measurable ends in buyer loyalty, retention and income progress.

But the info additionally reveal a vital shift. As embedded finance strikes from novelty to necessity, compliance and threat administration have develop into the brand new battlegrounds. Eight in ten marketplaces report scuffling with regulatory necessities, and 92% say sturdy compliance is important for achievement. Reasonably than chasing customization or flashy new options, probably the most profitable gamers are doubling down on trusted partnerships, regulatory experience and long-term strategic alignment. That is not nearly enabling funds. It’s about enabling confidence, belief and progress in an more and more advanced digital economic system.

In “Embedded Finance Grows Up: How On-line Marketplaces Can Retain Clients and Increase Revenues,” learn the way:

• Marketplaces are redefining retention: Digital wallets and payouts are proving to be highly effective instruments for maintaining prospects engaged and constant.
• Compliance has develop into a progress technique: Corporations that grasp regulatory readiness flip complexity right into a aggressive edge.
• Partnerships energy efficiency: The most effective outcomes come from collaborations that steadiness innovation with operational self-discipline and threat management.

Collectively, these findings present that embedded finance has formally grown up, and the following chapter can be written by the marketplaces that deal with compliance and buyer belief as their most dear currencies.

Concerning the report

“Embedded Finance Grows Up: How On-line Marketplaces Can Retain Clients and Increase Revenues” relies on a PYMNTS Intelligence collaboration with Marqeta that surveyed 37 senior executives at U.S. market companies in July 2025. Respondents have been determination makers with direct information of embedded finance initiatives. The pattern included companies throughout a spread of sectors providing digital platforms for third-party sellers and consumers. All respondents had carried out or have been planning to implement these capabilities, together with funds, wallets, lending or payouts. The examine explored present adoption ranges, implementation outcomes, product use circumstances, perceived challenges and future plans to evaluate how embedded finance is evolving from innovation to operational commonplace.