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Embedded finance won’t make every firm into a fintech company


Eyal Lifshitz

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Banks and fintech in 2025: An unlikely alliance

A short decade after software started eating the world, along came headlines about every company becoming a fintech thanks to innovation and growth in embedded finance business models.
This narrative oversimplifies the evolution that’s happening in the financial services sector. Storing and moving money and extending credit in a regulated environment is difficult. And differentiating your offering from incumbent financial institutions requires much more than superficial tweaks.
What really makes a fintech company extends far beyond user interface enhancements and delivering financial services to …

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