For decades, financial services have revolved around products. A new account, a new loan, a new policy, packaged, promoted, and pushed to market. The assumption was simple: if you build it, customers will come. But the reality is that no one wakes up thinking they want a new financial product. What they wake up to are life moments. Moving house, booking travel, replacing a car, starting a business. These are the points where finance suddenly matters, and all too often, these are the points where friction sets in. Embedded finance is challenging that model. Instead of diverting people out of their journey to hunt down a product, financial services can be woven directly into those life moments.