The New Embedded Finance Playbook: Buy, Integrate, Scale

As artificial intelligence (AI), real-time payments, and global commerce converge, financial functionality will become even more deeply woven into digital experiences. Complexity will increase, not decrease. Expectations will continue to rise.

Findings in the November 2025 “Business Payments Tracker®” series, a PYMNTS Intelligence collaboration with Wex, reveal that embedded finance is no longer a feature that differentiates companies by novelty. Rather, embedded finance has come to differentiate firms by execution.

This, of course, puts the pressure on execution. The report found that the realities of doing business are leading companies to buy and integrate embedded finance capabilities rather than choosing to build them out themselves.

This “buy, don’t build” transition is not about cost savings alone, nor is it a temporary reaction to engineering constraints. It reflects a deeper reality: In an environment defined by speed, scale, and rising customer expectations, convenience and scalability have become decisive competitive advantages.

Embedded finance is no longer a differentiator because it exists; it differentiates only when it works seamlessly, scales effortlessly, and adapts continuously.

Embedded Payments Mature

Embedded payments, financing, and payouts have become table stakes across industries from eCommerce and logistics to healthcare and B2B software. But as adoption has widened, so has complexity. Payments now span multiple geographies, currencies, and regulatory regimes, while fraud has grown more sophisticated and compliance expectations have intensified. Adding to the layers of complexity, customers have come to expect real-time experiences, instant settlement, and near-perfect uptime as table-stakes.

For firms needing right-now solutions, white-label embedded finance platforms dramatically reduce the distance between intent and execution. Instead of months spent designing architecture, securing licenses, and stress-testing systems, companies can launch in weeks. Payments, wallets, payouts and compliance frameworks arrive prebuilt, battle-tested, and continuously updated.

For fast-moving markets this can allow companies to respond to customer needs while they are still emerging, rather than after competitors have already standardized solutions. 

As embedded finance becomes ubiquitous, customer expectations are rising in parallel. Users no longer distinguish between financial and nonfinancial experiences; they judge platforms holistically. A delayed payout, a declined transaction, or a clumsy checkout reflects on the brand, not the payments provider behind it.

This places extraordinary pressure on embedded finance experiences to be invisible when they work and instantly responsive when they do not. On the back end, embedded finance platforms must perform under unpredictable conditions: seasonal spikes, viral growth, cross-border expansion and regulatory change.

Read the report: Buy, Don’t Build: The Next Wave of Embedded Finance 

Scaling these systems is not linear. A tenfold increase in transaction volume often produces a hundredfold increase in operational complexity.

White-label providers are designed for this reality. Their business depends on handling scale across many clients, geographies, and use cases. Fraud models improve as transaction data grows. Compliance frameworks evolve alongside regulatory shifts. Infrastructure is stress-tested continuously, not episodically.

Separately, while regulation is frequently cited as a reason to hesitate on embedded finance, the report found that, in practice, it is accelerating the buy-over-build shift.

Financial regulation is not static. Requirements evolve by jurisdiction, product type and political climate. Staying compliant is a continuous process, not a one-time milestone. For companies operating across markets, this creates an ongoing compliance tax that scales with ambition.

White-label embedded finance platforms absorb much of this complexity. They maintain licenses, update controls, and monitor regulatory change as part of their core mandate. This does not eliminate risk, but it reallocates it to organizations structurally designed to manage it.