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Embedded finance is a concept that involves incorporating financial services into non-financial user experiences, allowing customers to receive the financial services they need without having to leave the customer journey. It is not a new concept, but with the use of Big Data and API integration, it has become more streamlined and hyper-personalised. Brands and tech providers have the opportunity to leverage existing customer relationships to offer value-added and hyper-personalised financial services, while technology and software providers can offer specific financial services propositions without having to become a bank themselves.
