The term embedded finance was everywhere in 2023. Defined as the integration of financial services or products into a non-financial company’s value chain, embedded finance can encompass everything from payments, to insurance, to lending. Consumer demand for a seamless, interconnected buyer journey is prompting retailers, ISVs, SaaS providers and more to embed financial products into their platforms – creating up-sell opportunities, a new source of revenue and a multi-billion dollar market.