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What is Embedded Finance: Examples, Benefits and Opportunities

By
Tarun Nazare
4 Sep
5 Mins

Have you ever bought something online with just one click or used a ride-sharing app to pay for your trip without pulling out your wallet? If so, you've experienced embedded finance in action. 

Embedded finance is revolutionizing the financial landscape by seamlessly integrating financial services into non-financial platforms and applications. This innovation reshapes how businesses and consumers interact with financial products, creating new opportunities and challenges in the digital economy. But what exactly is it, and why should you care? Let’s find out!

What is Embedded Finance?

Embedded finance integrates financial services seamlessly into non-financial products or services, fundamentally changing how we interact with financial products daily. For instance, when you use a ride-sharing app, you're experiencing embedded finance in action - the payment for your ride is processed automatically without needing to take out your wallet or credit card. 

This integration goes beyond just payments. Other industries increasingly incorporate various financial solutions into their core offerings. Retailers offer "buy now, pay later" options at checkout, effectively becoming lenders. Software companies provide invoicing and payroll services, taking on roles traditionally held by banks. 

As a result, the traditional financial services industry is being reshaped. The need for standalone financial services is decreasing as consumers can access many banking, lending, and insurance products directly through the non-financial platforms they already use and trust. 

Essentially, embedded finance enables businesses to integrate financial services closely related to their business:

  • Banking services (like checking account balances)
  • Lending (getting loans or credit)
  • Insurance (protecting your purchases or activities)
  • Investing (buying stocks or other financial products)

Instead of requiring users to leave a platform or app to complete a financial transaction, embedded finance brings those solutions directly to where customers are already engaged.

Examples of Embedded Finance

Embedded finance isn't just a fancy term – it's already part of many services you might use daily. Let's look at some examples:

1. Embedded Banking:

Embedded banking involves integrating essential banking services into non-financial platforms. Imagine a freelance platform that lets you manage your earnings and expenses in the app. That's embedded banking. It can include features like virtual accounts, balance checking, and money transfers.

Example: Uber's driver app includes a banking feature that allows drivers to open an account, receive payments, and manage their earnings directly within the app.

2. Embedded Payments

This is the most ubiquitous form of embedded finance. It allows customers to make purchases or transfers without leaving the platform they're using.

Example: Consider how easy it is to pay for an Uber ride. The payment happens automatically at the end of your trip – that's embedded payments in action. Another example is Amazon's one-click purchase option, which uses stored payment information to make buying quick and easy.

3. Branded Payment Systems

These are payment solutions co-branded between a non-financial company and a financial institution.

Example: The Apple Card, created in partnership with Goldman Sachs, is deeply integrated with Apple's ecosystem. It offers features like instant cashback and spending tracking directly in the Apple Wallet app, blending financial services with Apple's user experience.

4. Embedded Lending

This involves offering credit or loans at the point of sale, often in e-commerce settings.

Example: Klarna's "buy now, pay later" option, which allows shoppers to split payments into installments directly at checkout on partner websites.

5. Embedded Investing

Investment services integrated into non-financial platforms, allowing users to invest in stocks, bonds, or other financial instruments.

Example: Robinhood's API allows third-party apps to offer stock trading features directly within their platforms.

6. Embedded Insurance

Insurance products offered at the point of sale for relevant purchases.

Example: Tesla offers car insurance as part of the vehicle purchase process, using data from the car to determine premiums. Some car-sharing apps provide insurance as part of the rental process. Another example is how some travel booking sites offer travel insurance as part of the booking process.

What are the Key Components of Embedded Finance

Here are the critical components of embedded finance:  

APIs (Application Programming Interfaces):

These are the technological backbone of embedded finance. Think of APIs as digital bridges that allow software systems to talk to each other. They facilitate the connection of a non-finance app with financial services. For instance, a payment API might allow an e-commerce site to process credit card transactions without building the entire payment infrastructure.

Open Banking Infrastructure:

This framework secures financial data sharing between different institutions, facilitating the integration of various financial services. For example, a ride-sharing app could use open banking APIs to connect directly with a user's bank account, allowing seamless payments without needing a separate payment processor. The app could also offer instant cash advances to drivers based on their earnings history, all within the same platform they use for their daily work.

Regulatory Compliance Frameworks:

Robust compliance measures are crucial to ensure legal and ethical operations. For example, a social media platform integrating peer-to-peer payment features must implement Know Your Customer (KYC) and Anti-Money Laundering (AML) checks. This might involve verifying users' identities through document uploads and automated background checks before allowing them to send or receive money, ensuring compliance with financial regulations while maintaining a seamless user experience within the app.

Data Analytics and AI:

These technologies enable personalized financial services and risk assessment, enhancing the user experience and improving decision-making processes.

Data Security and Privacy Measures:

Robust security protocols are crucial to protect sensitive financial information.

Embedded finance differs from traditional financial services in several key ways:

  1. Contextual Integration: Financial services are woven into the user's existing journey rather than being a separate, standalone service.
  2. Seamless User Experience: Customers can access financial services without leaving their preferred platform or app.
  3. Non-Financial Brand Relationships: Users interact with financial services through brands they already know and trust, even if those brands aren't traditional financial institutions.
  4. Data-Driven Personalization: Embedded finance can offer more tailored financial products and services by leveraging user data from the host platform.

How Embedded Finance Works

The mechanics of embedded finance rely on a complex interplay of technology, partnerships, and regulatory compliance. Here's a breakdown of how it typically functions:

  1. Technical Infrastructure: A robust API infrastructure is at the core of embedded finance. These APIs bridge the host platform (e.g., an e-commerce site) and financial service providers (e.g., payment processors and banks).
  2. Integration Process: The host platform integrates these APIs into its existing systems, allowing it to offer financial services seamlessly within its user interface.
  3. Data Exchange: When a user initiates a financial action (like making a payment), the host platform's system communicates with the financial service provider's system via the API, exchanging necessary data in real-time.
  4. Regulatory Compliance: Throughout this process, all parties must adhere to relevant financial regulations and data protection laws. This often involves Know Your Customer (KYC) checks, anti-money laundering (AML) procedures, and secure data handling practices.
  5. User Experience: From the user's perspective, this process happens seamlessly within the host platform's interface, often requiring just a few clicks to complete a financial transaction.

When you use an embedded finance service, all of this tech and teamwork come together to give you a smooth, easy experience. You might not see all the complex stuff happening in the background, but it's there, making everything work seamlessly.

Key Players in the Embedded Finance Ecosystem

Understanding the key players in the embedded finance ecosystem is crucial to grasping how this innovative approach to financial services operates:

1. Digital Platforms:

These companies integrate financial services into their existing offerings. They can be from various sectors:

  • E-commerce platforms (e.g., Amazon, Shopify)
  • Ride-sharing apps (e.g., Uber, Lyft)
  • Social media companies (e.g., Facebook, WeChat)

These platforms leverage embedded finance to enhance user experience, increase customer loyalty, and create new revenue streams.

2. Financial Institutions:

Traditional banks and fintech companies are crucial in the embedded finance ecosystem. They provide the underlying economic infrastructure and often hold the necessary regulatory licenses. Some are adapting their business models to become "Banking-as-a-Service" (BaaS) providers, offering their banking capabilities via APIs for other companies to embed.

Examples: Goldman Sachs, BBVA, Green Dot

3. Embedded Finance Infrastructure Companies:

These specialized firms, like Neokred, provide the technological backbone enabling businesses to integrate financial services seamlessly. They offer:

  • API integration capabilities
  • Compliance and risk management tools
  • Data analytics and reporting features
  • White-label solutions for various financial products

Example: Neokred is a leading embedded finance infrastructure provider that enables businesses to seamlessly integrate financial services through robust API solutions, compliance tools, and data analytics. Their customizable white-label offerings accelerate time-to-market, enhance customer experiences, and ensure regulatory adherence, making them an invaluable partner in the evolving financial landscape.

Pros and Cons of Embedded Finance

Like any technological innovation, embedded finance comes with its own set of advantages and challenges:

Benefits:

  1. New Revenue Streams for Businesses: Companies can offer financial services without becoming entire banks, opening up new income sources. 
  2. Enhanced Data Insights: Businesses can learn more about their customers' financial behaviors and preferences, enabling them to create more targeted marketing campaigns and develop new products that better meet customer needs. For instance, a retailer offering embedded payments could analyze purchase patterns to optimize inventory and create personalized promotions.
  3. Improved Customer Experience: Financial services become more seamless when built into platforms we use. 6 in 10 consumers want to transact with financial institutions that provide a single platform, such as social media or mobile banking apps. This demonstrates the rising acceptance and reliance on fintech solutions globally, indicating that consumers are increasingly integrating these services into their daily financial activities.
  4. Increased Financial Inclusion: People who might not use traditional banks can access financial services through familiar apps.
  5. Faster Innovation: New financial products can be developed and launched more quickly. This is possible because embedded finance platforms often use modular, API-based architectures. For example, a company could rapidly deploy a new lending product by integrating a third-party credit scoring API with its existing payment system rather than building the entire infrastructure from scratch.

Drawbacks:

  1. Regulatory Challenges: Companies must navigate complex financial regulations, which can be difficult for non-financial firms.
  2. Data Privacy Concerns: More sharing of financial data raises questions about security and privacy.
  3. Potential for Market Concentration: There's a risk that a few large platforms could dominate the space.
  4. Blurred Lines of Responsibility: When issues arise, it may not always be clear who is responsible—the platform or the financial service provider.
  5. Cybersecurity Risks: More integrated financial services could mean more potential targets for cybercriminals.
  6. Customer Trust Issues: Some people may hesitate to use financial services from non-traditional providers.

Comparison with Related Concepts

It helps to compare embedded finance with similar ideas in the financial world to get a clearer picture. 

Embedded Finance vs. Open Banking

Let's look at how embedded finance stacks up against open banking. Both of these concepts involve bringing financial services closer to consumers, but they work in different ways:

  • Open Banking is about banks sharing your financial data with other companies, with your permission. This helps create new services and increases competition among banks. Consider opening up the banks' data vaults to let other companies peek inside.
  • Embedded Finance takes things a step further. It allows non-financial companies to offer financial services directly to the customer. It's like your favorite coffee shop app suddenly offering you a savings account or loan.

Open banking enables embedded finance, providing the data-sharing infrastructure that makes many embedded finance applications possible.

Embedded Finance vs. DeFi (Decentralized Finance)

Embedded finance and DeFi both seek to increase accessibility to financial services, but their techniques differ:

  • Embedded Finance integrates typical banking services into non-financial platforms.
  • DeFi uses blockchain technology to provide financial services without the need for centralized middlemen, frequently operating outside of established banking rules.

While embedded finance works to improve current financial services, DeFi aspires to establish whole new financial paradigms.

The Embedded Finance Market

The embedded finance market is experiencing explosive growth, with some projections suggesting it could reach $7 trillion in transaction value by 2026. Several factors are driving this growth:

  1. Increasing Digitalization: As more aspects of our lives move online, the demand for integrated digital financial services grows.
  2. Changing Consumer Expectations: Users now expect seamless, one-stop experiences in all their digital interactions, including financial services.
  3. Advancements in API Technology: Improved API capabilities make it easier and more secure to integrate financial services into various platforms.
  4. Regulatory Changes: Open banking initiatives in various countries have created a more favorable environment for embedded finance.
  5. COVID-19 Impact: The pandemic has accelerated digital adoption, including in financial services, boosting the embedded finance market.

Key market segments showing significant growth include:

  • Embedded payments in e-commerce
  • Integrated insurance offerings
  • Embedded lending in various sectors
  • Integrated investment services

The Future of Embedded Finance

As we look to the future, several trends and innovations are likely to shape the evolution of embedded finance:

  1. AI and Machine Learning: These technologies will enable more personalized financial services and better risk assessment. For example, an AI-powered budgeting app could analyze spending patterns and automatically adjust savings goals or suggest investment opportunities.
  2. Blockchain and Cryptocurrencies: We may see increased integration of blockchain-based financial services into traditional platforms. For instance, a social media platform could implement a blockchain-based loyalty point system, allowing users to earn, trade, and redeem tokens for real-world goods or services across multiple partnered businesses.
  3. Internet of Things (IoT): As more devices connect, we can see financial services embedded into a broader range of products and services. For example, smartwatches and fitness trackers could integrate with health insurance platforms, allowing users to earn discounts or rewards based on their activity levels and health metrics. This real-time data sharing could lead to more personalized insurance premiums and incentivize healthier lifestyles.
  4. Hyper-Personalization: Advanced data analytics will allow highly tailored financial products based on user behavior and needs. For example, a fitness app could offer personalized health insurance premiums that adjust in real-time based on activity levels and health metrics.
  5. Expansion into New Sectors: Embedded finance will likely penetrate more industries, from healthcare to education to government services. For instance, a university app might offer student loans or payment plans directly integrated with course registration.
  6. Regulatory Evolution: As embedded finance grows, we can expect regulatory frameworks to evolve to address new challenges and opportunities. We might see the emergence of specialized "embedded finance" licenses or new data protection laws tailored to integrated financial services' unique risks.

The rise of embedded finance will likely have significant implications for traditional financial institutions. Banks and other financial service providers may need to adapt their business models, potentially focusing more on becoming backend financial infrastructure providers rather than consumer-facing brands.

Conclusion

Embedded finance is revolutionizing how we interact with financial services, seamlessly integrating them into our digital experiences. For businesses, it offers new revenue streams and deeper customer relationships. For consumers, it brings unprecedented convenience and personalization. However, challenges around regulation, data privacy, and market competition remain. As embedded finance evolves, it will reshape our relationship with money, making financial services more accessible and integrated into our lives. Understanding and adapting to this trend will be crucial whether you're a business leader, innovator, or consumer. The future of finance is embedded, and it's set to transform how we think about and use money in the digital age.

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25 Sep
5 Mins

KYB Explained — A Comprehensive Business Verification Guide

With 4 out of 5 organizations reporting business identity theft, KYB ensures companies verify partners and prevent fraud. Learn how KYB safeguards your business.

Did you know that 4 out of 5 organizations globally have reported fraud in the form of business identity theft? This statistic comes from the collective responses of 705 professionals across various industries such as banking and healthcare.

As India undergoes a digital transformation in its business ecosystem, Know Your Customer (KYC) and Know Your Business (KYB) play crucial roles in preventing fraud and other illicit activities that threaten the economy.

If you are a business owner looking to enter into partnerships or deals with other companies, KYB is the solution to address your suspicions on whether the company you’re about to go into business with is legitimate or not. Ready to know more about KYB? Let’s dive in!

What is Know Your Business (KYB)?

Know Your Business (KYB) refers to the process of conducting a due diligence review of a business that a company is dealing with. Unlike how KYC (Know Your Customer) deals with the verification of individual customer identity, KYB is exclusive to businesses to verify their authenticity before onboarding them into potential dealings or partnerships.

The primary objective of KYB is to ensure that the entities in question are not involved in any fraudulent activities such as money laundering, corruption, or terrorist financing and they are screened against blacklists and sanction lists accordingly.

Know Your Business verifications are also mandated to be followed in compliance with national AML (Anti-Money Laundering) guidelines where due diligence is conducted to verify the legitimacy of business partners.

Who Needs KYB?

The KYB process is typically required by law for businesses involved in financial transactions or regulated industries. Here are a few examples of entities that might need KYB:

  1. Financial Institutions: Banks, credit unions, and other financial bodies need to verify their identities with corporate clients to comply with AML regulations.
  2. Payment Service Providers: Companies that offer e-wallets and payment gateways need to carry out KYB checks to ensure the legitimacy of businesses using their platforms.
  3. Cryptocurrency Exchanges: Crypto exchanges must conduct KYB checks to prevent any illicit activities that take place when buying, selling, or trading cryptocurrencies and other digital assets.
  4. Insurance Companies: Insurers are required to conduct a thorough business verification process to verify the identities of businesses when issuing policies or handling claims.

Differences Between KYB & KYC

The table below highlights the key differences between KYB and KYC.

Know Your Business (KYB) Know Your Customer (KYC)
Primary Focus Businesses Individual customers
Purpose Verifies a business’s legitimacy Verifies the customer’s identity
Documentation Business licenses, owner identity, articles of incorporation, etc. Personal ID, proof of address, etc.
Risk Assessment Focuses on the business’s financial stability and history Focuses on the individual’s transaction history, Politically Exposed Person (PEP) status, financial behavior, etc.
Complexity More complex due to multiple layers of business ownership and regulations Less complex as it deals with individuals
Monitoring Continuous monitoring is done to ensure regulatory compliance Regular updates and checks are conducted based on the individual’s activity and risk profile

Why is KYB Verification Important?

The global KYB market is projected to reach a valuation of about $712.87 million by 2023 from $263.54 million in 2022, reflecting a 13.28% CAGR. This market is rapidly growing, especially considering how common fraud has become. 

With that being said, here are some of the reasons why KYB is important for your business:

  1. Prevents Fraud: KYB can help keep your business away from fictitious or illegal entities. By verifying the identity and authenticity of the company and its owners, you ensure you’re entering into a commercial relationship that is legal and legitimate. 
  2. Ensures Compliance: In many countries, KYB is a legal requirement mandated by anti-money laundering norms. These regulations ensure KYB compliance by preventing illegal activities such as corruption, trafficking, money laundering, and terrorist financing.
  3. Builds Trust: Following proper KYB procedures maximizes trust in business relationships. Verifying the identity of a partnering company and its owners is pivotal to boosting confidence and trust. With increased trust comes more transparency and integrity in relationships.
  4. Protects Reputation: Entering into business with illegal or fictitious companies can severely damage your company’s reputation and finances. Hence, KYB can indirectly preserve your goodwill as it protects your business from dealing with fraudulent companies.

What is a KYB Solution?

A Know Your Business (KYB) solution is a software tool that is used to verify the identities of a business and its owner and assess the risks they may present to the company. However, business verification is not the only function of KYB solutions as now companies are looking to streamline the verification and onboarding processes through automation.

Hence, a KYB solution not only aims to ensure compliance with regulations in the verification process but also aims to remove the manual burdens involved in KYB.

Requirements for KYB Compliance

When establishing a relationship with a corporate customer, regulated companies must conduct due diligence procedures in accordance with AML regulations. Here are the requirements:

  1. Company Information: Information includes Name, registered number, registered office, board of directors, senior management, legal and beneficial owners, description of the company’s activities, etc.
  2. Company Documents: Documents include articles of association, proof of legal existence, proof of registered and physical address, documents detailing beneficial ownership structure, and audited financial statements.
  3. Identities of Beneficiaries: Documents include proof of identity, proof of address, declaration of trust, etc.
  4. Geographical Considerations: Checking the company’s compliance with local regulations and cross-border operations.
  5. Industry-specific Requirements: Includes regulatory filings , professional licenses of key personnel
  6. AML Screening: Involves performing a risk assessment of corporate customers and conducting ongoing monitoring of business relationships.

7 Steps for an Effective KYB Verification Check

Here are the seven steps companies can take to perform an effective Know Your Business verification:

Step 1: Collecting Business Information

Businesses start by collecting details such as company name, registration number, tax identification number, and address.

Once collected, they can use an API webhook to generate a KYB case from within their internal systems. The information collected is saved in their internal systems, making it easier for compliance teams to begin verification processes.

Step 2: Auto-verifying Registry Data Against Business Information

At this stage, compliance teams confirm if the collected information matches with the register by auto-validating the information obtained. They can cross-check with official government databases as well to confirm the company’s legitimacy.

Step 3: Assessing the Accuracy of Registry Information

Compliance teams manually add additional information regarding beneficial ownership obtained during the verification process and generate a comprehensive summary of the case. This promotes transparency and prevents hidden ownership risks.

Step 4: Getting Dynamic Risk Scores for the Company

KYB systems can offer real-time updates on changes in the risk profile of the corporate customer.

Once it receives an update, it alerts compliance teams to conduct an evaluation. The risk scores can also be used to further automate due diligence throughout the onboarding process thereafter.

Step 5: Conducting Sanctions and Watchlist Screening

Compliance teams screen the business and its owners against global sanction lists, criminal watchlists, and politically exposed persons (PEP) to ensure they aren’t involved in any criminal activities.

Step 6: Make the Decision on Whether to Onboard or Reject

Here, the final decision takes place where the business decides whether to onboard or reject based on the risk levels. 

Step 7: Perform Ongoing Monitoring

One thing to remember is that KYB is not a one-time process. Once the corporate customer is onboarded, they are subject to ongoing monitoring, which includes frequent reviews and monitoring of any changes in ownership, structure, or financial status that could impact their risk profile. 

The Importance of Automated KYB Verification Checks

Regulated companies are mandated to follow a robust KYB process that ensures compliance and risk management. However, traditional KYB methods can be cumbersome and time-consuming, with verification and onboarding taking days or weeks to complete. This can hamper customer experiences and even slow down business growth.

Automated KYB solutions help here by transforming the onboarding process, which is beneficial for businesses and compliance teams alike.

These solutions play the following roles:

Improving Accuracy and Reducing Human Error

Manual KYC checks are susceptible to human errors due to the risk of overlooking some key information that is important to assess a business’s risk profile.

And in AML compliance, such risks can have costly consequences such as compliance breaches, fines, and reputational damage.

Automated KYB systems have the ability to consolidate and cross-check information from multiple sources, ensuring ease of access and accuracy for your compliance teams.

Enhancing the Speed of KYB Verifications

Traditional KYB methods require manual verification of business information, which is time-consuming and can take days and even weeks. However, automated KYC solutions have the power to speed up the verification and onboarding of new businesses.

Such speed not only gives your clients a strong start but can also help you generate revenue more quickly and maintain a long-term business relationship.

Compliance teams also save plenty of time and can focus on other high-value tasks that need their attention.

Real-time Monitoring and Updates

Risk profiles of companies can change over time, potentially increasing non-compliance risks and threats of financial crime. This is where automated KYB solutions come in to conduct real-time monitoring of your clients to ensure they are complying with AML regulations. 

The solutions ensure that business information and risk profiles of your clients are accurate and thoroughly updated.

Through real-time monitoring, compliance leaders can also swiftly react to sudden or short-term changes in a business’ status or risk profile such as global sanctions, negative press, political exposure, etc. 

Get Started on Know Your Business (KYB) with Neokred

With frauds becoming more prevalent, mastering the concepts and processes involved in KYB is no longer an option—but a necessity. KYB is not just a regulatory requirement, but also a vital tool that protects yourself and your business from non-compliance risks and frauds.

If you’re wondering how you can streamline business identity verification and make it more simple, look no further. Neokred specializes in KYB and KYC. As your trusted partner, we ensure you stay ahead of regulatory norms while minimizing risk and maximizing growth. If you’d like to know more about our platform’s capabilities and services, contact us today!

25 Sep
5 Mins

Understanding Banking as a Service, a Detailed Guide

Over 40% of consumers now prefer online financing for major purchases, highlighting the shift toward digital-first banking solutions driven by BaaS and embedded finance.

Over 40% of consumers now prefer online channels for financing major purchases, like cars. This shift points to a larger trend: younger generations, particularly Gen Z, are moving away from traditional bank visits in favor of digital-first solutions powered by Banking as a Service (BaaS).

This generation demands for advanced financial services that align with their tech-savvy lifestyles — enhanced identity and credit protection, robust data security, automated financial guidance. Traditional banking methods often fall short of these expectations, creating a gap that needs to be addressed.

In this context, BaaS bridges the gap. It seamlessly integrates banking and financial services in your day-to-day apps, changing the way we shop.

In this guide, we’ll explore how BaaS and embedded banking are revolutionizing the banking experience for businesses and end users alike.

BaaS, Explained

BaaS enables companies to integrate financial services traditionally offered by banks into their existing platforms. This integration allows Non-Financial Companies (NFCs) to offer banking functions like issuing cards and granting loans directly to their customers.

BaaS products include, but are not limited to:

  • Card issuing
  • Lending services
  • Buy-now-pay-later financing
  • Payment processing
  • Direct financing options on merchant websites

BaaS providers collaborate with banks to offer services through banking APIs (Application Programming Interfaces — technology that allows different systems to essentially talk to each other).

These APIs allow end users to access banking services via the BaaS platform while still maintaining their relationship with their trusted bank.

The BaaS Value Chain

The BaaS ecosystem consists of four key components:

Progression → Providers Aggregators Distributors Experiences
Stakeholder Bank BaaS provider NFCs or new/enhanced banks End users
Function Provide core banking products and services Combine different elements to create usable solutions Utilize BaaS to offer innovative financial services Retail customers or small businesses benefiting from modernized financial offerings

Configurations of BaaS

Historically, banks owned the entire value chain, from building products to distributing them through their channels (like branches). BaaS, however, focuses on 1-2 parts of this value chain. Based on this, companies can use four strategies to offer their products:

  1. Providers: NFCs simply provide banking licenses and products.
  2. Providers-Aggregators: NFCs integrate their services with BaaS providers to offer enhanced solutions.
  3. Distributor-Aggregator: NFCs combine services from banks and BaaS providers to create unique products.
  4. Distributor-only: NFCs distribute pre-built financial services tailored to their customer base.

Embedded Payments and Finance

When NFCs use the services of a BaaS provider, it’s called embedded finance.

This concept builds on ‘embedded payments’ — platforms providing services like payment gateways, wire transfers, and ACH access through a payments provider. The scope is limited to payments only.

A BaaS provider simply enables them to add even more financial services to their platform, boosting their unique selling proposition (USP).

The evolution from embedded payments to embedded finance represents significant growth in the capabilities of non-financial companies — from SaaS 2.0 to SaaS 3.0.

What BaaS is Not

It’s easy to confuse BaaS with open banking, platform banking, neobanking, and FinTechs. However, key differences set them apart.

BaaS vs. Open Banking

Open banking is a system where banks allow NFCs to access customers’ financial information (like transaction history) with customer consent. While both BaaS and open banking use banking APIs, they apply to different aspects of the financial ecosystem:

Aspect BaaS Open Banking
Definition Offers banking services via APIs Shares customer data via APIs
Purpose Enables non-banks to build financial products Enhances competition and innovation
Use case Embedded finance, subscription billing Personal finance apps, payment initiation

BaaS vs. Platform Banking

BaaS and platform banking are closely related since both use banking APIs, but there’s an important difference:

Aspect BaaS Platform Banking
Definition Enables non-banks to integrate banking services Enables banks to use products/services from other companies through APIs
Purpose Facilitates the creation of innovative customer experiences Creates an ecosystem where financial and non-financial services can coexist
Example A phone company uses a bank’s API to offer loans to customers A bank partners with a FinTech to provide instant credit at the point of sale

BaaS vs. Neobanks

BaaS serves as the foundational layer that powers other companies' financial services, while neobanks are the direct providers of banking services:

Aspect BaaS Neobanks
Definition Equips non-banks to offer banking services Fully digital banks offering banking services without a physical presence
Purpose Enables non-banks to create financial products without needing a full banking license Revolutionize banking by offering user-friendly and personalized services. They cater to tech-savvy customers.
Examples Neokred, Stripe Fi Money, Jupiter, RazorPay

BaaS vs. FinTech

BaaS can be a facilitator for FinTechs, helping them deliver financial services without needing to become licensed banks:

Aspect BaaS FinTechs
Definition Gives non-banks the means to offer complete banking services Financial services + technology to improve delivery of financial services
Use cases Embedded finance, payment processing, compliance Digital payments, online banking, personal finance apps

How Does BaaS Work?

Let’s take an example of Buy Now, Pay Later (BNPL) offered by Amazon at the point of purchase to understand how BaaS works.

Recently, Amazon started offering BNPL options, which allow customers to purchase items and pay for them in installments over time, typically without interest if paid within a specific period.

To offer this service, Amazon integrated banking services directly into its checkout process. This allows customers to get instant approval for small loans at the point of purchase, without leaving the app or applying for a traditional credit card or loan.

By leveraging Banking as a Service, Amazon seamlessly provides these financial services. Customers can split their purchases into manageable payments, making larger items more affordable, without Amazon having to become a bank itself.

Behind the scenes, BaaS  connects Amazon’s platform to a partner bank’s services through APIs. When a customer selects BNPL, the BaaS infrastructure quickly performs credit checks, approves the loan, and sets up the payment schedule — all within seconds during checkout.

Common Use Cases for BaaS

BaaS creates diverse opportunities for businesses by streamlining financial operations, speeding up payments, and enhancing customer financing — all while improving the overall user experience. Here’s how Neokred’s Collectbot ensures this:

  • Banking API Integration: Collectbot simplifies banking API integrations for different purposes with comprehensive documentation and support.
  • Comprehensive Payment Solutions: Collectbot helps businesses accept payments across multiple channels (cards, net banking, UPI, wallets) without building their own banking infrastructure.
  • Virtual Account Numbers (VAN): Businesses can create unique accounts for various functions — such as escrow services, merchant settlements, and KYC verification.
  • Advanced Payout Systems: Collectbot handles complex operations like refunds, vendor payments, and reward disbursements, all while providing real-time reporting and analytics.

Plus, Collectbot offers tailored business solutions across different sectors:

  • FinTech companies can leverage escrow accounts for P2P transactions
  • E-commerce platforms can simplify marketplace seller payouts
  • Subscription businesses can manage tiered subscriptions and prorated billing

Benefits of Banking as a Service

BaaS fosters collaboration between banks, NFCs, and customers, creating mutual benefits. 

BaaS’ Benefits for Banks

  • New Revenue Streams: Banks earn revenue from API transactions and FinTech partnerships.

Cost-Savings: Outsourcing technology reduces development costs and operational expenses. 

  • Enhanced Customer Insights: Collaboration with NFCs provides data on new customer groups, enabling personalized offers that boost sales as 80% of consumers are more likely to make a purchase when offered personalized experiences. 

BaaS’ Benefits for NFCs

  • Faster Market Entry: NFCs bypass banking regulations by integrating with BaaS providers, launching financial products faster. 
  • Increased Customer Trust: Leveraging a bank’s reputation enhances trust and also helps NFCs gain valuable customer insights.
  • New Opportunities: NFCs can build new products by using various banking APIs, opening additional revenue streams.

BaaS’ Benefits for Customers

  • Improved Experience: Customers enjoy embedded financial services within platforms they already use.
  • Personalized Financial Solutions: Niche financial products designed for specific needs.
  • More Options: Increased competition leads to a broader range of financial products.

The Rise of BaaS

BaaS is now a $7 trillion industry which has unsurprisingly reshaped financial services. Here are four primary factors driving the rise of BaaS:

Evolving Customer Demand

  1. An increasing number of customers are seeking integrated, user-friendly financial services that cover their entire financial journey.
  2. Plus, SMEs find their needs unmet by traditional banks and FinTechs are targeting this segment with tailored solutions.

FinTech Industry Growth

  1. India’s FinTech adoption rate is 87% (compared to the global average of 64%). Thishigher adoption rate is fueling growth in this space.
  2. BaaS allows FinTechs to enter the market quickly without having to meet the central bank’s stringent compliance requirements.

Regulatory Environment

  1. Changes in the regulatory environment have also created a more favorable landscape for BaaS. Many jurisdictions now require banks to make their APIs public, encouraging competition and innovation.
  2. Banks are also adapting to meet new regulatory requirements and ensure customer satisfaction.

Banking Industry Transformation

  1. The industry itself is undergoing transformation thanks to shifts towards digital and mobile-first banking solutions.
  2. Forecasts of declining banking revenue and profitability push banks to seek new income streams through BaaS partnerships.

Neokred and BaaS

As BaaS continues to evolve, it faces several challenges. Traditional banks must overhaul their technology and rethink their role in the financial ecosystem. Organizations also need to develop a well-defined API strategy that balances easy integration and business value with minimal complexity.

One such API is created by Neokred — its innovative BaaS solution, Collectbot, offers a comprehensive suite of banking APIs that enable businesses to seamlessly integrate banking services into their platforms.

Are you ready to transform your business with cutting-edge banking services? Schedule a demo to explore how Collectbot can empower your platform with seamless financial integration.

25 Sep
5 Mins

A Comprehensive Guide to API Banking and Beyond

API banking has transformed finance by enabling secure data exchange and seamless integration of financial services. Learn how APIs drive innovation in BaaS and embedded finance.

Remember when transferring money, no matter how little or small, to another bank account was a significant hassle? Most people today may not recall this as vividly, thanks to the advent of internet banking, which gradually made these transactions easier, though they still took time for verification, updates, final payment, etc.

But today, instant digital payments seem to be everywhere. And it doesn’t stop there. A vast number of online applications offer services ranging from wallets and budgeting to investments, savings, credit payments, all accessible at your fingertips.

But with such convenience, the question arises: are customers’ sensitive personal and financial data safe? The good news is that banking information remains secure, thanks to an intermediary  – the Application Programming Interface (API).

APIs serve as the bridge between different applications, facilitating secure communication of customer data. With secure banking APIs, you can now pave the way for a secure financial experience for your customers with ease.

What is API Banking?

API banking refers to APIs that integrate with banks to retrieve and communicate relevant data to other FinTech or non-financial applications. API integration in banking has revolutionized business operations across the board, enabling seamless data exchange and communication.

This is the era of the API economy.

How Does API Banking Work?

For banks, APIs extend their reach beyond traditional boundaries. By partnering with FinTech companies or non-financial businesses without banking licenses, banks can access new customer segments while maintaining data security.

Take Revolut, a popular neobank based in the UK. It operates on a digital-first approach and initially held an e-money license. With the help of several APIs, Revolut created a flexible and scalable platform offering core banking services, payments, currency exchange, open banking, and more. Banking APIs played a phenomenal role in how Revolut scaled up, with an expected user base of 47.5 million by the end of 2024.

Types of API Banking

There are three main types of API banking that businesses can utilize:

  1. Open APIs: Publicly available interfaces that allow any developer to access and integrate certain banking functionalities into their applications.
  2. Internal APIs: Used within financial institutions to improve efficiency and communication between different departments or systems.
  3. Partner APIs: Shared with specific business partners to enable collaborative services or products, offering a balance between openness and control.

Examples of API Banking

There are various real-world examples of businesses across different sectors leveraging API banking to transform their offerings and create new revenue streams. But mainly their functions can be categorized into two: embedded finance and Banking as a Service (BaaS) or Banking SaaS.

According to a detailed study conducted by Finastra in Nov 2023, it was found that the areas of technology that will see a significant year on year investment in the US over the next 12 months would be BaaS, embedded finance and AI with 30% focused on open API implementation

These are a few specific examples:

Embedded Payments for E-commerce Platforms

In an e-commerce platform or marketplace, integrating payment APIs can significantly enhance user experience. Merchants get the ability to accept payments directly on the platform, without redirecting customers to external payment gateways. This  simplifies the checkout process and creates a new revenue stream through transaction fees

BaaS for FinTech Startups

For FinTech entrepreneurs, BaaS APIs can be a game-changer. Instead of going through the complex and time-consuming process of obtaining a banking license, you can leverage BaaS APIs to offer digital banking services under your own brand. This allows you to focus on your unique value proposition and customer experience, while leaving the backend digital banking operations to established partners.

Lending APIs for Traditional Banks

If you're a traditional bank looking to modernize your lending process, integrating lending APIs can help you automate credit decisions and offer instant loans. Doing so improves your operational efficiency and enhances customer satisfaction by providing quick, hassle-free lending experiences.

Account Aggregation for Personal Finance Apps

FinTech companies building personal finance management tools can use account aggregation APIs to give users a holistic view of their finances across multiple financial institutions. This creates a sticky product that keeps users engaged and provides opportunities for personalized financial advice.

KYC and Identity Verification for Non-financial Businesses

Non-financial businesses can leverage Know Your Customer (KYC) APIs to streamline customer onboarding processes. Whether you're running a real estate company, a car rental service, or an online marketplace, these APIs can help you verify customer identities quickly and securely, reducing fraud risks and improving compliance.

The Role of APIs in Embedded Finance

Embedded finance represents a significant shift in how financial services are delivered to consumers. It involves integrating financial services directly into non-financial platforms, apps, or products. This integration is made possible through the power of APIs.

API banking integrations save time and resources and allow companies to focus on their core competencies while providing value-added financial services to customers.

Real-world Examples of Embedded Finance

Buy Now, Pay Later (BNPL) Services

E-commerce platforms can integrate BNPL options at checkout, allowing customers to split their purchases into installments.

According to a report, the global BNPL market is expected to reach $3.98 trillion by 2030, growing at a CAGR of 45.7% from 2021 to 2030.

Insurance in E-commerce Platforms

Online marketplaces can offer product insurance at the point of sale, enhancing customer experience and generating additional revenue streams.

FinTech Apps Offering Banking Services

Mobile applications can now provide a full range of banking services, from account opening to loan applications, all powered by APIs. In a report by Plaid, consumers in the US have said that they are 79% comfortable with using FinTech companies to open an account. A very narrow gap in their comfort level compared to traditional banks (87%) has been observed.

How APIs Power Banking-as-a-Service (BaaS)

BaaS is a model that allows non-banking companies to offer financial services by leveraging the infrastructure and licenses of traditional banks through APIs. Unlike traditional banking, where services are provided directly by banks to customers, BaaS enables third-party providers to integrate banking services into their own offerings.

APIs are the backbone of BaaS, facilitating the modular and flexible integration of various banking services. They allow BaaS providers to offer a menu of financial services that can be easily plugged into other companies' products or platforms.

Key Components of BaaS Powered by APIs

  • Digital Account Creation: Instant account opening and KYC processes.
  • Payment Processing: Integration of various payment methods and real-time transaction processing.
  • Compliance and Regulatory Services: Automated checks and reporting to ensure adherence to financial regulations.

A survey by Finextra found that 52% of 25-34 year olds have mentioned that they prefer using their favorite brand’s financial services over traditional banks. This underscores the increasing adoption of API-powered BaaS solutions among the next generation of users.

Benefits of API Banking

API banking offers numerous advantages to different stakeholders in the financial ecosystem.

For Banks

  • Innovation and Faster Time-to-Market: APIs letbanks quickly launch new products and services by leveraging existing infrastructure.
  • New Revenue Streams Through Partnerships: Banks can monetize their APIs by partnering with FinTech companies and other businesses.
  • Enhanced Customer Experience: Integrating with popular apps and platforms allows banks to offer services where customers already spend their time.

For Businesses

  • Simplified Integration of Financial Services: Companies can easily add banking capabilities to their products without building complex financial infrastructure.
  • Customization and Flexibility in Offerings: APIs authorize businesses to pick and choose the specific banking features they want to offer.
  • Increased Customer Engagement and Loyalty: Offering a wider range of services keeps customers within the business’s ecosystem.

Challenges and Considerations

While API banking offers numerous benefits, it also presents challenges:

  • Security Concerns: As financial data is shared across multiple platforms, ensuring robust security measures is paramount. According to a report by Salt Security, 95% of respondents have experienced security breaches in their production APIs while only 7.5% of organizations have implemented dedicated API threat testing.
  • Regulatory Compliance: The evolving nature of financial regulations poses a challenge for API banking. Companies must ensure that their API integrations comply with local and international financial regulations, such as the Digital Personal Data Protection Act (DPDP) in India.
  • Integration Complexity: While APIs simplify integration, the process can still be complex, especially for companies without strong technical expertise. Ensuring seamless integration across different systems and maintaining API performance can be challenging.

Addressing these challenges requires ongoing collaboration between banks, FinTech companies, and regulators to establish best practices and standards for API banking.

How to Implement APIs in Banking

Implementing APIs in banking requires a strategic approach:

  • Identifying key services to expose via APIs
  • Developing a robust API strategy aligned with business goals
  • Ensuring strong security measures and compliance with regulations
  • Creating comprehensive documentation for developers
  • Establishing a developer portal for easy API access and support
  • Continuously monitoring and optimizing API performance

How APIs Drive Innovation in Banking

APIs drive innovation in banking by:

  • Enabling personalized financial services through data-driven insights
  • Fostering collaborative ecosystems between banks and FinTech companies
  • Facilitating rapid prototyping and testing of new financial products
  • Integrating emerging technologies like artificial intelligence (AI) and blockchain into banking services

The Future Impact of APIs on Banking

Financial APIs are set to transform banking by encouraging open financial ecosystems and greater inclusivity, known as open banking. They are enabling personalized banking experiences and driving the integration of financial services into various industries through embedded finance. This API-powered transformation is spurring competition and innovation, ultimately reshaping how we interact with financial services in our daily lives.

Final Thoughts

API banking represents more than just a technological advancement; it's a paradigm shift in how financial services are delivered and consumed. As we've explored, financial APIs are enabling unprecedented levels of innovation, collaboration, and customer-centricity in the banking sector.

Neokred is dedicated to empowering businesses with the API solutions they need to thrive in this new era of embedded finance and BaaS. Our comprehensive suite of APIs enables seamless integration of financial services, helping companies of all sizes innovate and expand their offerings.

Interested in exploring how APIs can transform your financial capabilities? Visit Neokred  to learn more about our solutions.

Ready to take your customer experience and product to next level with Neokred