The company itself processes payments, extends credit, finances purchases or issues cards inside its own product workflow, under its own brand even when a partner bank sits behind it.
How Embedded Finance works
Money moves where the work already happens: checkout, invoicing, payroll. The customer saves reconciliation work and the company earns transaction revenue that grows with the customer's volume.
How companies won with Embedded Finance
From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.
vs. Buildium
AppFolio
Rent payments and screening run through the ledger
What it did
Free ACH to push tenants onto the portal; payments post straight to tenant ledgers (2012)
Buildium
ePay (2008) and TransUnion screening (2009) sold as optional third-party add-ons
Which financial service does the company provide, where in its workflow does it appear, when was it launched and how much of the customer base uses it?
Who names it
Author
What they call it / where it appears
Angela Strange +
Embedded finance; every company will be a fintech company
Note. Referral links or a marketplace of third-party processors do not count. Companies whose core product is the financial service (a bank, a lender, a broker) are not applicable.