Читать книгу Embedded Finance - Scarlett Sieber - Страница 32

Embedded finance is the new way financial services reach customers. Instead of customers going to banks, embedded finance delivers financial products to customers through services they already use, in the context of their everyday lives. Embedded finance was born from fintech, the fusion of financial services and technology that emerged from the financial crisis of 2008.

 Banks have always used technology to deliver services to customers. Embedded finance is the latest stage in this journey, but rather than being the banks themselves distributing the services to customers, banks use tech companies and brands as new distribution channels to reach an even larger number of customers.

 Fintech changed customer expectations of what financial services could be. Fintech prioritized convenience and the user experience, delivered on mobile devices.

 Consumer-facing companies are combining efforts with banks and fintech to deliver financial services in context, at the point of maximum convenience for their customers.