Like every new buzzword, embedded finance has faced its share of hesitation and scepticism, with some questioning whether it’s here to stay or simply another passing trend. In reality, this technology is not fading, it’s gaining momentum. A recent Visa report found that 66% of consumers now expect companies to understand their unique needs, and that expectation sits at the very heart of what embedded finance was built to deliver.

As the year comes to an end, now is the time for companies to look beyond the headlines and focus on how to sustain the momentum of embedded finance into 2026, instead of slowing down when regulatory changes start to emerge.