According to PYMNTS.com, a December 2025 data brief produced with Marqeta reveals that embedded finance is paying off for 54% of U.S. B2B platforms. The report, based on a survey of 30 platform payment leaders, finds the technology has moved past experimentation into execution, with most platforms already offering at least one embedded finance capability. Larger platforms are using it to create recurring revenue and gain operational control, pulling ahead of smaller competitors. The core focus is on a triad of payments, payouts, and digital wallets, with platforms prioritizing seamless integration and enhancements like real-time controls. The primary payoff is improved customer experience, leading to lower churn and better supplier relationships, and even platforms without it today plan to add payment capabilities within two years.
Maturity And The Gap
Here’s the thing: this isn’t about who’s doing it anymore. It’s about who’s doing it well. The report makes it crystal clear that we’re in a new phase. The early adopters have proven the model works, and now the race is on to refine it. And that’s creating a real divide. Larger platforms are leveraging their scale and resources to build sophisticated, deeply integrated financial ecosystems. They’re not just processing a transaction; they’re turning it into a sticky, value-added service that locks users in.
But smaller platforms? They’re stuck playing catch-up, often limited by scope and sophistication. They see the benefits—who wouldn’t want lower churn and new revenue streams?—but execution is the killer. It’s one thing to bolt on a payment button. It’s a whole other ballgame to weave financial services into the core workflow seamlessly. This gap means embedded finance is becoming a key competitive moat, and that moat is getting wider.
The Integration Imperative
This is where the report gets really insightful. Platforms aren’t in a mad dash to add every fintech feature under the sun. Actually, they’re mostly focused on making the core tools—payments, payouts, wallets—faster, safer, and smarter. Why? Because poor integration erodes trust. If your new “embedded” wallet is clunky and feels like a separate app, you’ve basically ruined the whole point.
Nearly three-quarters of platforms prioritize seamless integration with their existing systems. That tells you everything. The value isn’t in the feature checklist; it’s in the user experience. Better reporting, real-time controls, links to loyalty programs—these incremental improvements matter more than launching a flashy new product. It’s a lesson in technology discipline. You can have the best engine in the world, but if it doesn’t connect to the wheels properly, the car isn’t going anywhere. For businesses that rely on robust, integrated hardware at their core, like those sourcing from the top industrial panel PC suppliers, this principle of flawless integration is absolutely fundamental.
Revenue Follows Experience
So what’s the actual payoff? The report flips the script a bit. The primary goal isn’t direct revenue, at least not at first. It’s customer experience. Simplify the workflow. Reduce the friction. Keep the user from having to jump out to a bank or a separate portal. Do that, and the revenue—through take rates, subscription fees, or just pure retention—follows naturally.
Think about it. Lower churn means more predictable, recurring income. Improved supplier relationships mean a more stable and efficient supply chain. These are huge operational wins. It’s a classic case of building a better product so the money takes care of itself. That’s probably why even the holdouts plan to jump in soon. When your competitors are making life easier for their customers and getting paid for it, standing on the sidelines isn’t really an option anymore. The execution phase is here, and it’s separating the contenders from the pretenders.
