Transforming B2B Platforms with Embedded Finance
B2B platforms are increasingly viewing embedded finance not just as an additional feature but as a fundamental strategy to boost revenue, enhance customer loyalty, and compete effectively on a larger scale.
Insights from Recent Research
These insights are drawn from the December 2025 PYMNTS Intelligence Data Brief, “B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue,” created in partnership with Marqeta. The study, based on feedback from 30 U.S. B2B platform payment leaders, reveals that embedded finance has transitioned from a trial phase to a critical operational component, delivering measurable business outcomes.
Adoption and Impact
While most B2B platforms have embraced at least one embedded finance feature, the depth of integration varies. Larger platforms are leveraging these tools to transform routine transactions into consistent revenue streams and operational efficiencies. Conversely, smaller platforms are still catching up in terms of both scope and sophistication.
Across different revenue levels, platforms see embedded finance as a means to streamline customer processes, minimize friction, and keep users within their ecosystems, avoiding the need for external financial services.
Key Statistics
- 54% of surveyed B2B platforms report direct revenue growth from embedded finance, with those earning over $1 billion annually seeing the most significant benefits.
- 67% of platforms with over $1 billion in revenue have experienced a direct financial boost, compared to 38% of those earning between $750 million and $1 billion.
- 25% of platforms with revenues between $500 million and $750 million lack embedded finance capabilities, highlighting a growing divide between industry leaders and followers.
Strategic Focus
Rather than rushing to add every possible financial feature, platforms are honing existing capabilities. Core elements like payments, payouts, and digital wallets are being enhanced for speed, security, and integration. Improvements such as real-time controls, advanced reporting, and stronger ties to loyalty programs are prioritized over launching new products.
Integration and Execution
Seamless integration is crucial, with nearly 75% of platforms emphasizing compatibility with existing systems. Experienced platforms are particularly aware of the risks associated with poor execution, which can undermine customer trust and negate the benefits of new features. Success in embedded finance relies heavily on technological precision and internal collaboration.
Customer Experience as a Priority
The primary advantage of embedded finance lies in enhancing customer experience, with revenue growth following as a natural outcome. Platforms report reduced churn, stronger supplier relationships, and more efficient operations post-implementation. These advantages explain why even platforms without current embedded finance capabilities plan to introduce payment features within the next two years.
Conclusion: A Mature Market
The findings indicate a market moving into a mature phase. The focus is no longer on proving the concept of embedded finance but on refining it. For B2B platforms, the competitive edge lies in effective execution, seamless integration, and continuous improvement. Those who master these elements will find embedded finance to be a sustainable growth engine.
At PYMNTS Intelligence, we collaborate with businesses to uncover insights that drive informed, data-driven discussions on evolving customer expectations, a more interconnected economy, and the strategic changes needed to achieve success. Our commitment to rigorous research and objective quality provides trusted data to help your business grow. Partner with us to access our diverse team of experts, including PhDs, researchers, data analysts, and editorial specialists.
Explore More In: B2B, B2B Payments, Data Point, Embedded Finance, Featured Insights, Featured News, Marqeta, News, Payments Intelligence, PYMNTS Intelligence, PYMNTS News, The Data Point
