How embedded finance is reshaping financial institutions
By Paridhi Gupta, SVP – Product, axio
Five years ago, if you’d told me that the most important thing a fintech could build wasn’t a loan product but a set of APIs, I’d have raised an eyebrow. Today, it’s exactly what I believe. Over the last few years, a major shift has been taking place, where finance is increasingly becoming an uninterrupted, seamless experience, driven by embedded finance.
This has given rise to contextual credit at the point of need, a transition that is completely rewriting the playbook for traditional financial institutions and fintechs alike. The numbers say it all. The global embedded finance market is projected to be worth $7.2 trillion by 2030. Closer to home, India’s embedded finance market, estimated at $24.03 billion in 2026, is expected to grow at a CAGR of 8.8% to reach $33.69 billion by 2030.
The reality is that embedded finance has evolved...
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