Embedded Finance Gains Momentum Among B2B Platforms
Embedded finance is rapidly evolving from a novel concept into a core strategy for U.S. B2B platforms. A recent PYMNTS Intelligence report, conducted in partnership with Marqeta, reveals that more than half of B2B platforms are experiencing direct revenue benefits from implementing embedded financial technologies.
The December 2025 study, titled “B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue”, surveyed 30 U.S.-based payment leaders. The findings indicate that embedded finance is no longer just an optional feature—it is now a key lever for driving growth, customer loyalty, and competitive differentiation.
Larger Platforms Reap Greater Rewards
The survey shows a clear disparity in embedded finance utilization and success based on company size. 54% of all platforms surveyed report increased revenue as a direct result of embedding financial services. However, the benefits are most pronounced among larger organizations.
Specifically, 67% of platforms earning over $1 billion annually reported revenue gains from embedded finance. In contrast, only 38% of those making between $750 million and $1 billion saw similar benefits. Alarmingly, 25% of platforms with revenues between $500 million and $750 million have yet to implement any embedded finance features, highlighting a growing gap between early adopters and laggards.
Core Capabilities Drive Performance
Rather than pursuing a wide range of features, most B2B platforms are focusing on enhancing their existing embedded finance offerings. The most common services include payments, payouts, and digital wallets. These core components form the foundation of most embedded finance strategies, enabling companies to streamline transactions and maintain user engagement within their ecosystems.
Enhancements such as real-time controls, advanced reporting tools, and integration with loyalty programs are increasingly prioritized. Instead of launching new products, platforms are refining existing ones to improve speed, security, and usability.
Seamless Integration Is Critical
Effective integration is proving to be a decisive factor in the success of embedded finance initiatives. Nearly 75% of platforms surveyed cited seamless integration with existing systems as a top priority. Organizations with more experience in embedded finance are particularly attuned to the risks of poor implementation, which can undermine customer trust and diminish the value of new capabilities.
This emphasis on smooth execution underscores that technological discipline and internal coordination are just as important as selecting the right features. Platforms that excel in integration are better positioned to deliver consistent customer experiences and unlock greater business value.
Customer Experience Drives Revenue
While revenue growth is a clear benefit, many platforms report that the primary advantage of embedded finance is improved customer experience. The report notes reduced churn, stronger supplier relationships, and more streamlined operations as key outcomes of implementing embedded finance.
These improvements help platforms retain users within their ecosystems and reduce reliance on external financial providers. As a result, even platforms that have yet to adopt embedded finance are planning to introduce at least basic payment capabilities within the next two years.
A Maturing Market
The findings indicate that the embedded finance market is entering a more mature phase. The focus has shifted from validating the concept to refining its implementation. For B2B platforms, success hinges on execution, seamless integration, and continual improvement.
Embedded finance is no longer a futuristic idea—it’s becoming a sustainable engine of growth for those who execute it well. As competition intensifies, platforms that invest in enhancing their embedded finance infrastructure will be better equipped to thrive in a rapidly evolving digital economy.
Strategic Insights for the Future
At PYMNTS Intelligence, the goal is to provide actionable insights that help businesses navigate this transformation. With a dedicated team of researchers, analysts, and data experts, the organization delivers in-depth reports that inform strategic decisions in a connected and competitive marketplace.
As embedded finance continues to reshape the B2B landscape, platforms that act decisively and integrate intelligently will be best positioned to capture new revenue streams and deliver superior customer experiences.
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