Embedded finance has firmly gone from a generic buzzword to a reality. And while it’s gained plenty of attention from a consumer application perspective – from buy now, pay later, to branded debit cards – the real transformation is happening quietly in the B2B world, particularly amongst SaaS (software-as-a-Service) companies.
Despite being slower to evolve, B2B embedded finance is now gaining significant momentum. Where consumer-facing applications have largely focused on improving conversion and convenience at the checkout, B2B embedded finance is tackling deeper infrastructure challenges, transforming B2B commerce, driving growth, loyalty, and innovation.
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In today’s competitive market, embedded finance is no longer a passing trend; it’s a fundamental game changer, with research indicating that 74% of B2B SaaS product managers had embedded finance on their roadmap for this year. This not only reflects how B2B businesses are recognising the vast commercial opportunity, but also the underlying shift in how organisations are delivering financial services.
For B2B companies, embedding financial functionality is about far more than streamlining operations. It can unlock entirely new revenue streams, foster stronger customer relationships, and reduce friction across the value chain. Whether it’s enabling quicker customer onboarding, providing real-time FX settlement, embedding lending options, or simplifying global payouts – platforms that integrate these capabilities create a differentiated customer experience and gain a tangible competitive edge.
Meeting rising expectations
Crucially, embedded finance aligns with the changing expectations among business users. In an increasingly digital-first world, CFOs, finance directors, and operations teams are demanding user experiences that mirror what is being seen in the consumer space – seamless, fast, and embedded directly into their workflows. They want tools that help them make better decisions in real time, automate routine processes and eliminate manual bottlenecks.
The shift is generational as well as technological. As digitally native leaders rise through the ranks, they’re bringing new expectations to the table. These leaders have no time for clunky interfaces or bank-led processes and are focused on integrated, real-time solutions that enable their teams to focus on value creation rather than administration.
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By GlobalDataAddressing the challenges
Yet B2B payments still grapple with inefficiencies. Many businesses are forced to rely on outdated, siloed systems – some still using manual processes or even paper-based workflows. This results in slow transaction speeds, limited visibility, operational risk and unnecessary costs.
Unlike the consumer space, where integration is relatively straightforward, B2B finance requires far more orchestration and infrastructure. The complexity of corporate structures, regulatory compliance, multi-currency operations, and risk management creates significant integration hurdles.
At the same time, the macroeconomic environment is adding pressure. Businesses face rising costs, shrinking margins, and ongoing volatility in global markets. CFOs are being asked to do more with less – driving growth while cutting costs and managing risk.
This complexity, coupled with the macroeconomic environment has, until now, deterred many businesses from modernising their financial infrastructure. For many, the desire to modernise is there, but the execution requires the right partner and the right technology.
Paving the way forward
This is where a new wave of fintech infrastructure providers steps in – offering modular, API-first solutions that abstract away the complexity of embedding financial services.
We are moving towards what we call “invisible infrastructure” — smart, embedded financial tools that work quietly in the background, enabling seamless user experiences without adding friction.
Embedded finance represents a powerful strategy for businesses in competitive, commoditised markets. By leveraging tailored financial packages, linking commercial products with financial services, and reducing reliance on traditional banking, companies can unlock and drive growth, enhance loyalty, and lower churn.
Ultimately, success in this space will favour those thinking like enablers. They’ll partner with providers offering embedded finance as a service, allowing them to focus on their core strength: delivering value to their customers.
It’s time to pay attention
The rise of embedded B2B finance is not about short-term gains or trends. It’s about long-term transformation – embedding scalable, resilient financial capabilities into the core of business platforms. As adoption accelerates, we’ll see embedded finance become the new default for B2B platforms looking to differentiate and grow.
In a world where customer expectations continue to rise and margins continue to tighten, embedded finance represents more than just a technical innovation. It’s a shift in how financial services are built, delivered, and consumed.
Peter Daunton is Chief Product Officer, Sokin
