No one wakes up thinking, “I want a new bank account.”
They wake up thinking, “I’m moving house… going on vacation… replacing my car.” That’s why embedded finance matters—𝘪𝘵 𝘮𝘦𝘦𝘵𝘴 𝘱𝘦𝘰𝘱𝘭𝘦 𝘪𝘯 𝘭𝘪𝘧𝘦’𝘴 𝘮𝘰𝘮𝘦𝘯𝘵𝘴, 𝘯𝘰𝘵 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘱𝘪𝘵𝘤𝘩𝘦𝘴. And if banks don’t adapt, they risk fading into the background while platforms own the customer relationship.