Embedded finance market seen reaching $257.7 billion by 2030

The Business Research Company says embedded finance will grow to $257.72 billion by 2030, powered by payments, lending, banking-as-a-service and digital wallets. North America and the U.S. are projected to lead as financial services move deeper into everyday apps and commerce platforms.

Why it matters: - Embedded finance is moving financial services deeper into the apps and websites people already use. - The shift could reshape how payments, lending, banking and insurance are delivered across retail, healthcare, travel and other digital businesses. - The market’s projected growth signals more competition for fintech providers, banks and software platforms building API-based financial tools.

What happened: - The Business Research Company forecast the embedded finance market will reach $257.72 billion by 2030. - The market is projected to grow at a 22% compound annual growth rate through 2030. - The forecast was published in The Business Research Company’s Embedded Finance Global Market Report 2026 – Market Size, Trends, And Forecast 2026-2035. - The report says embedded finance is being built into payments, lending, insurance and banking functions inside digital platforms.

The details: - The report says the top 10 companies will account for 19% of embedded finance revenue by 2025, showing a fragmented market with no dominant monopoly. - PayPal Holdings leads the market with an 11% share in global sales in 2025. - Stripe is projected to hold 5% of the market in 2025. - Marqeta is projected to hold 1%. - Adyen, Plaid, Shopify, Green Dot, Affirm, Finastra and SoFi are each listed with shares between 0.2% and 0.3%. - Other active companies include Q2 Holdings, State Bank of India, Paytm, Zopa Bank, Xendit, Bajaj Finserv, Qover, Payrix, Fortis, Transcard, Cybrid, Lendflow, Walnut Insurance, Fluency and eBay. - Embedded payment is expected to be the largest segment in 2030, with 32% of the market, or $82 billion. - The report says embedded payment growth will be driven by one-click checkout, instant payment processing, real-time payment networks, open banking, payment orchestration, tokenization and cross-border digital commerce. - By business model, the market is segmented into B2B, B2C, B2B2B and B2B2C. - End users span retail, healthcare, logistics, manufacturing, travel and entertainment, plus other sectors. - North America is projected to be the largest regional market in 2030 at $77 billion, up from $30 billion in 2025. - The U.S. is forecast to be the largest national market at $70 billion in 2030, up from $27 billion in 2025. - The report says embedded finance will be nearly half a percent of the broader $50.6 trillion financial services market by 2030. - Embedded insurance is projected to reach about $278 billion by 2030, with embedded finance making up roughly 93% of that total.

Between the lines: - The report points to a market that is growing fast but still highly competitive, with revenue spread across a wide set of fintech and infrastructure providers. - API-first infrastructure, cloud delivery and regulatory compliance appear to be the main barriers to entry and the main advantages for incumbents. - The strongest opportunity seems to be in payment-led experiences, where merchants and platforms can add financial features without forcing users into separate banking products. - FIS launched Atelio by FIS in May 2024 as an embedded finance platform offering API-based, secure, compliant and customizable financial tools, including payments, lending, card issuance and KYC. - The report also says consumer demand for instant in-platform financial access, e-commerce growth and wider smartphone and internet use are driving adoption.

What's next: - Competition is likely to intensify as more platforms add embedded payments, lending, payroll, insurance and wealth features. - The report expects leading providers to keep expanding through partnerships, new products and regional growth. - Embedded finance use should keep spreading across non-financial platforms as digital commerce and mobile wallets expand. - Request a sample of the market report - Access the detailed market report

The bottom line: - Embedded finance is becoming a core layer of digital commerce, and the next phase of growth looks likely to be led by payments, platform partnerships and embedded financial services inside everyday software.