Hyper-Personalized marketing powered by embedded financial data, today and beyond 2030

Embedded Finance means offering financial services, like payments, credit, insurance, or even savings, inside non-financial apps or platforms. Think Uber letting you pay without pulling out your card, or Amazon offering “Buy Now Pay Later” at checkout.

For customers, it means fewer steps. For brands? It means access to valuable, real-time data that tells you what your customer actually values, not just what they say they do.

And marketers are catching on. According to a study by Vertex Services, brands that offer embedded finance see:

• 22% higher spending per customer
• 23% more frequent transactions
• 36% of users engaging monthly — rising to 43% for younger consumers

That’s not just convenience. That’s loyalty.

Here’s the big shift: your customer doesn’t want generic ads. They want you to understand them, in the moment. And financial behavior gives you the clearest signal.

Fetch, a popular receipt rewards app, shows how powerful this can be. It captures what users buy, across brands, and turns that into rewards and real-time campaigns. The result? Brands using Fetch can guide customers from awareness to purchase more efficiently, especially with younger, loyalty-fragile audiences like Gen Z.

And they’re not alone:

• Bank of America’s “Erica” drives 30% higher mobile engagement by serving helpful financial nudges.
• JP Morgan Chase uses embedded lending to predict needs and increase conversion rates by over 25%.

This isn't about selling. It’s about serving the right value, at the right time, and customers are responding.

When brands listen to customer behavior through embedded finance, the results speak for themselves:

This is no longer a future trend — it’s a present advantage.

By 2030 and beyond, Embedded Finance will become invisible, yet indispensable. Here’s what’s coming:

AI will spot spending patterns before the customer even asks. Need a short-term loan for your growing business? It’s already pre-approved. Planning a trip? Insurance, FX, and credit are suggested at checkout, without a second thought. Examples of this evolution are already emerging with MoneyLion’s embedded credit solutions and the integration of generative AI in financial apps like Liberis.

With great data comes great responsibility. Privacy, transparency, and control will be non-negotiables. Brands that win will use explainable AI and put customer trust first.

Think of every customer interaction, email, app, support chat, as a potential financial touchpoint. The line between product, marketing, and money will blur. And customers will love the simplicity.

Here’s how to prepare your brand for a smarter, wallet-powered future:

• Start with the right data: Use embedded payments or expense tools to understand customer behavior, not just clicks.
• Automate the insight: Plug that data into AI/ML tools to create real-time, personalized journeys.
• Build trust: Be transparent. Explain how and why you’re using data, and give users control.
• Test & iterate: Use A/B tests to measure impact, on purchase rates, loyalty, and spend.

Remember: it’s not about being clever. It’s about being relevant.

Your customer’s wallet doesn’t lie. It reveals what they care about, what they prioritize, and where they are in their journey.

When you connect embedded financial data with intelligent marketing, you're not just guessing what they need, you know. And when you serve that value with speed, precision, and empathy?

You win.

Because in this next era of marketing, the wallet knows best. Book a session with our Embedded Finance specialists today, and discover how YAPEAL can help you with your customer journey.

Ole Göhring

Head of Marketing and Communication at YAPEAL