Open Banking vs. Embedded Finance: How Services Are Built In

This is happening largely because of two powerful concepts: open banking and embedded finance. While both are transforming how consumers and businesses interact with financial services, they do so in very different ways. 

In this article, we’ll break down open banking vs embedded finance, explore their differences, highlight where they overlap, and show how companies use both to build smarter, more seamless customer experiences.

Understanding Open Banking

Open banking is a regulatory and technology framework that allows consumers to share their financial data securely with authorized third parties through APIs. It’s built on transparency, interoperability, and the idea that individuals should control how their financial information is used. 

With open banking consumer control, customers explicitly give consent before data flows to apps or services. This framework supports several modern financial features, including:

• Account aggregation (viewing multiple bank accounts in one app)
• Real-time financial analytics (spending insights, budgeting tools)
• Instant bank-to-bank transfers powered by open banking payments

Banks, fintechs, developers, and merchants use open banking APIs to build more competitive, personalized financial products. Whether it’s a budgeting app that analyzes your spending or a payment tool that bypasses card networks, open banking fuels a more connected financial ecosystem.

Understanding Embedded Finance

Embedded finance, on the other hand, is the integration of financial services directly into non-financial platforms. Instead of visiting a bank or opening a separate financial app, users can complete financial actions within the platforms they already use.

Some examples include:

• E-commerce checkout systems offering digital wallets or instant bank transfers
• Buy-now-pay-later options inside retail apps
• Ride-hailing platforms offering in-app driver banking
• Gig platforms providing instant payouts or built-in insurance

Embedded finance eliminates friction by keeping users inside one ecosystem. There’s no redirect, no external app, and no added complexity. This makes it a powerful tool for boosting user retention, convenience, and conversion rates.

Comparing the Two Models

Although open banking and embedded finance often appear in the same conversations, they serve distinct purposes. Here’s a clear comparison:

Core Concept

• Open Banking: Data access, portability, and interoperability.
• Embedded Finance: Integrating financial services directly into non-financial platforms.

Regulation

• Open Banking: Strongly regulated (e.g., PSD2 in the EU).
• Embedded Finance: Driven largely by private business partnerships.

Purpose

• Open Banking: Improve transparency, increase competition, empower consumers.
• Embedded Finance: Simplify user experiences and enable on-the-spot financial actions.

Technology Base

Both rely heavily on APIs, but with different goals:

• Open banking = secure data exchange
• Embedded finance = service embedding

Rather than competing, the two concepts complement each other. Open banking provides the data, while embedded finance delivers the financial functionality.

How Open Banking and Embedded Finance Work Together

Even though they differ, embedded finance often relies on open banking to work smoothly. For example:

Instant Account Verification

Embedded payment systems can use open banking APIs to confirm a user’s bank account instantly — no micro-deposits, no manual input.

Real-Time Credit Scoring

Embedded lending platforms can access up-to-date financial data (with permission) to assess creditworthiness faster and more accurately.

Personalized Purchase Recommendations

Retail platforms can use open banking insights to recommend payment plans, spending-based rewards, or alternative financing options.

Together, the two models create a powerful engine for innovation. Embedded finance builds the customer-facing experience, while open banking supplies the data and connectivity behind the scenes.

Key Benefits of Open Banking vs Embedded Finance

Both models offer tremendous value, but in different ways.

Benefits of Open Banking

• Transparency & Data Portability: Consumers decide who sees their financial data and for what purpose.
• Personalization: Businesses can design products that reflect the user’s real financial behavior.
• Healthy Competition: New fintechs can compete with traditional banks on service quality.
• Customer Empowerment: Better control over financial data leads to smarter decisions.

Benefits of Embedded Finance

• Frictionless Customer Experience: Users stay inside the app they trust, no redirects.
• Higher Loyalty & Conversion: Seamless transactions encourage repeat use.
• New Revenue Streams: Non-financial companies can expand into new financial offerings.
• Convenience: Financial actions feel natural and integrated within everyday journeys.

Together, the two models create a customer-centric ecosystem, where services are intuitive, data-driven, and consistently interconnected.

Use Cases of Open Banking and Embedded Finance

To better illustrate how these concepts work, let’s explore some real-world applications.

Open Banking Use Cases

• Personal Finance Apps: Tools that show spending insights, categorize expenses, and recommend financial actions.
• Direct Bank Transfers: Low-cost alternatives to card payments for e-commerce.
• Lending Platforms: Faster approvals using real-time bank data.
• Budgeting Tools: Automatic savings, bill reminders, or investment nudges.

Embedded Finance Use Cases

• Subscription Platforms: In-app payment methods, renewals, and refunds.
• Retail & E-commerce: One-click payment options, loyalty rewards, installment plans.
• Healthcare Platforms: Embedded insurance or financing for medical procedures.
• Mobility Apps: Instant driver payouts or embedded banking for gig workers.

Whether it’s a retailer offering a loyalty wallet or a fintech company analyzing your spending, APIs help scale these models across industries quickly and efficiently.

Challenges and Risks in Implementation

Despite their potential, both open banking and embedded finance come with challenges:

1. Data Security & Compliance: Both models handle sensitive financial data, requiring robust encryption and strict adherence to regulations.
2. Regulatory Fragmentation: Open banking is highly standardized in regions like the EU, but varies significantly in Asia, the Middle East, and the Americas.
3. Integration Complexity: Embedding financial functionality into non-financial apps requires testing, infrastructure investment, and constant updates.
4. Customer Trust: Both models rely on customer willingness to share data or adopt new financial features. Transparency is essential for long-term adoption.

With the right safeguards — such as clear consent frameworks, secure APIs, and compliance-first design — companies can minimize these risks.

The Future of Open Banking and Embedded Finance

The financial world is now moving toward open finance, a broader version of open banking that includes investments, insurance, pensions, and more. As open finance expands, embedded finance will become even more powerful — blending complex financial products directly into everyday applications.

Emerging trends include:

Unified Global API Standards

More countries are creating open banking regulations, paving the way for international interoperability.

Hyper-Personalization

AI combined with open banking data will enable tailored financial journeys based on real-life behavior.

Expansion Beyond Banking

Insurance, wealth management, and even payroll services will be embedded into apps.

Tokenized Rewards & Loyalty

Companies will build ecosystems powered by secure, real-time financial data to deliver smarter loyalty experiences — including those built on open banking loyalty programmes, which allow rewards based on real spending patterns.

As fintechs, banks, and large enterprises form deeper partnerships, the line between financial and non-financial platforms will fade. Ultimately, open banking and embedded finance will merge to define how financial services work in the future: smart, seamless, and centered on consumer needs.

Frequently Asked Questions (FAQs)

What is the difference between open banking and embedded finance?

Open banking enables secure data sharing through APIs, giving customers control over how their financial information is used. On the other hand, embedded finance integrates financial tools directly into non-financial digital platforms.

How are open banking and embedded finance connected?

Open banking provides the underlying data access and connectivity that many embedded finance services rely on by enabling instant verification, real-time insights, and seamless financial interactions inside digital apps.

What are the benefits of open banking vs embedded finance?

Open banking offers transparency, consumer control, and greater market innovation, while embedded finance delivers convenience and deeper customer engagement by placing financial services directly inside everyday digital experiences.

Which industries benefit most from these models?

E-commerce, fintech, telecommunications, healthcare, transportation, and retail platforms all benefit by offering more personalized, seamless, and accessible financial services.

What is the future of embedded finance vs open banking?

Their convergence will create fully integrated, customer-driven financial ecosystems where data, payments, and services flow seamlessly across platforms, enabling hyper-personalized and frictionless financial experiences.

References

Berentsen, A., & Schär, F. (2024). Open banking, embedded finance, and the future of financial intermediation. Journal of Financial Innovation, 9(2), 115–134. https://doi.org/10.2139/ssrn.4682193 

PwC. (2023). Embedded finance and open banking: Redefining financial services in digital ecosystems. PwC Global. https://www.pwc.com/gx/en/financial-services/embedded-finance-open-banking-report.html 

Weinland, D. (2023). How embedded finance is reshaping banking. Financial Times. https://www.ft.com/content/embedded-finance-industry-overview