A growing number of B2B platforms are discovering that financial services built directly into their software are becoming a powerful engine for growth.
The finding comes from “B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue,” a December data brief from PYMNTS Intelligence produced in collaboration with Marqeta.
The research examines how U.S. B2B platforms are integrating payments, payouts and other financial tools into their products to strengthen customer relationships and unlock new revenue streams. The survey encompassed 30 heads of payments at B2B platforms with annual revenues of at least $500 million.
The results show that embedded finance is evolving from an experimental feature into core infrastructure for many digital platforms. Companies that once relied on banks or outside providers to handle financial services are increasingly embedding those capabilities directly into their own software environments.
That shift allows platforms to control more of the customer journey, simplify transactions and generate revenue from financial activity that previously flowed outside their ecosystems.
For B2B platforms that manage complex workflows such as accounting, payroll, logistics or project management, integrating financial tools into the same environment can make operations simpler for customers. Payments, lending, wallets and payouts can occur inside the same platform where work already happens. That convenience creates stronger customer loyalty and often increases the volume of transactions moving through the platform.
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Among the report’s findings:
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- 54% of B2B platforms report direct revenue increases after implementing embedded finance capabilities.
- 67% of platforms with more than $1 billion in annual revenue say embedded finance has produced a direct revenue boost.
- 83% of B2B platforms offer embedded payment capabilities, making it the most common feature, followed by payouts at 70% and digital wallets at 57%.
The report also reveals a clear pattern. The larger the platform, the more extensive its embedded finance capabilities tend to be. Every billion-dollar platform surveyed has implemented at least one embedded payment capability.
Still, the opportunity remains large. One in four smaller B2B platforms with revenues between $500 million and $750 million report having no embedded finance capabilities at all. That gap suggests a market that is still in the early stages of adoption.
Many companies are experimenting with new tools while others are preparing to catch up. Importantly, most firms that have already launched embedded finance say they plan to deepen those capabilities rather than simply add new ones.
Nearly nine in 10 platforms that already offer digital wallets say they are interested in enhancing those tools with stronger security, better integration with loyalty programs and more personalized user experiences. Only a small share say they plan to introduce wallets for the first time.
The reason is straightforward: Improving the features customers already use often delivers faster results than launching entirely new services.
Embedded finance can also improve internal efficiency. When payments, payouts and reporting are integrated into the same environment, platforms gain better visibility into transaction data and customer behavior. That information can help companies streamline operations, refine pricing and develop new services tailored to how customers actually use the platform.
At the same time, the insights gleaned from the report signal that success with embedded finance depends on execution. Platforms say seamless integration with existing systems and strong risk management are among the most important factors when adding new capabilities.
For many firms, embedded finance is no longer simply a feature. It is becoming part of the operating model. And for the platforms that get it right, it can turn everyday transactions into a new source of growth.
At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes. With rigorous research methodologies and unwavering commitment to objective quality, we offer trusted data to grow your business. As our partner, you’ll have access to our diverse team of PhDs, researchers, data analysts, number crunchers, subject matter veterans and editorial experts.