Scaling embedded finance: The challenges and the opportunities

Embedded finance is gaining enterprise interest by integrating services such as payments and foreign exchange into existing customer platforms, with EY projecting a $606 billion global market and $6.5 trillion in embedded-channel payment volume by 2025. An Airwallex-commissioned NewtonX survey of 200 enterprise decision makers found that improving and unifying customer experience is the main motivation for adoption, cited by 78% of executives, while 71% seek to retain customers on their platforms for greater engagement. Although embedded finance can create additional revenue through fees and FX markups, companies prioritize customer value over monetization. Adoption remains challenging because enterprises must integrate new capabilities into existing technology systems and meet regulatory and compliance obligations, often in an unfamiliar regulated sector. When selecting partners, businesses place particular importance on easy-to-use customer experiences, technical compatibility with their current stacks, competitive pricing, and access to multiple embedded-finance solutions.

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