Technology has revolutionized shopping and created less friction and more commerce. Embedded finance is no different. By harnessing data flows to power real-time, personalized offers for financial products, we can unlock whatever end-transaction we - or our customers - are trying to make The great white whale of embedded finance is undoubtedly B2B and that market is up for grabs How big companies moving into financial services will transform the industry Embedded finance; banking as a service and open banking as the foundation for super apps Super apps can orchestrate life stage journeys but do US super apps stand a chance in today’s embedded finance landscape?