Opposing the narrative that embedded finance has peaked, this In Profile feature meets Philipp Buschmann, Co-Founder and CEO of AAZZUR. Launched in 2017, the UK-headquartered company seeks to level the playing field for corporates and startups launching or embedding fintech into their digital propositions, reducing the cost of entry and accelerating the route to revenue for non-fintechs. AAZZUR enables businesses to embed banking, wealth management and lending capabilities into their solutions by way of offering their customers a wider range of contextualised financial services.