In Europe the embedded-finance market is growing at double-digit rates and the managment consultancy McKinsey forecasts revenues over €100 billion by the end of the decade.
In a recent survey on “Financial Services Expectations vs Reality”, FIS found that around half of all consumers want a single platform to manage all fo their financial services from all of their providers. Buit who would provide this single platform? Apple using open finance to access all of the consumer’s accounts? The consumer’s primary bank app? A brand (Nike savings account anyone?) or maybe new specialist financial health providers. Or Meta? Twitter?
I have to say that I agree with Tarun Bhatnagar, President, Platform and Enterprise Products at FIS, who said that as embedded finance propositions mature, there is a significant market opportunity for financial services companies to deliver a unique all-in-one platform experience for their customers.
Think about the dynamics. The distribution side of banking has a much better return-on-equity (RoE) than the manufacturing side of banking, for the obvious reason.
So it’s attractive to for banks to try and compete on the distribution side. But on the distribution side, they are not competeing with other banks but with Google and Instagram and Tik Tok.
xxx
Ultimately, the opportunity is too good for any bank to ignore. The bigger banks will move slowly and cautiously, but they’re coming. If you wind that forward 20 years, you can see a world where banks no longer want to own distribution. They’d all start to look like Column, Lead Bank (or Griffin in the UK, who just raised their Series A). Banks, with a charter but no UI at all. Headless banks.
From: 🧠 Embedded Finance: Life after the consent orders. Apple vs DoJ.
xxx
All but the biggest banks become headless. If embedded finance is so lucrative, why would banks operate any other way, especially smaller ones? Banks with large, profitable existing franchises are unlikely to give those up, but the prize for doing embedded finance well is too great to ignore.