At the end of the chain are the consumer and business-facing companies that integrate all these financial features into their own products to enhance value for their users. These span virtually every industry. A few notable examples in Europe:
Rakuten Viber, one of the continent’s most popular messaging apps, launched an in-app wallet called Viber Pay allowing users to send money to each other instantly and fee-free within chats. At the end of 2025, Viber Pay (currently powered behind the scenes by Paynetics as the regulated e-money partner) had already surpassed 1 million wallets set up by users – demonstrating the demand for financial features embedded in social apps.
In the food delivery space, Delivery Hero built a closed-loop wallet for its orders, letting customers top-up and pay seamlessly, which improves loyalty and margins. This also allows one of Europe’s leading delivery platforms to offer better checkout experience, instant refunds, and cash back incentives.
Another relevant example from the industry is Wolt, which expanded beyond food delivery by introducing Wolt Capital, a lending product that provides fast and simple financing to the restaurants on its platform. Many small hospitality businesses need short-term capital to manage operating costs or invest in upgrades, and Wolt uses embedded finance to meet that need inside its existing ecosystem. By offering working-capital loans through an infrastructure partner (Finmid), Wolt strengthens partner loyalty, increases platform stickiness, and uses financial services to support the growth of its merchant base.
From Portugal comes Coverflex, a company which uses embedded finance to manage employee compensation and benefits. The platform leverages embedded finance rails from Monavate and Pecunpay and allows companies to distribute allowances digitally, while employees decide how to allocate them across eligible categories such as meals, childcare, or savings. It shows how financial infrastructure can be embedded even in HR and compensation systems – extending beyond banks and consumer apps into workplace tools.
Travel and mobility platforms are also embedding payments and banking: for example, Paynetics powers UK startup Swiipr to work with airlines to embed instant digital compensation payouts for disrupted passengers (replacing clunky voucher and cash processes). On the B2B side, also on Paynetics rails, Payhawk offers an expense management SaaS that comes with corporate cards and multi-currency accounts for its clients – essentially embedding banking services into a finance software platform.
Traditional industries are joining in too: telecom operator A1 launched a digital wallet super-app for its subscribers (with features like contactless payments, P2P transfers, loyalty card storage, etc.) while Samsung provided millions of users in Germany with mobile payments, digital lending and KYC options with Samsung Pay, powered by Solaris.
Even large the automotive industry in Europe has dipped its toes in financial services by offering branded payment solutions or insurance within their ecosystems. A good example is ADAC, Europe’s largest car club with 21 million members. Back in 2022, the association decided to move 1.1 million co-branded credit cards from a traditional bank to Solaris’s platform. The project aimed to modernize ADAC’s program, enhance its capabilities, and deliver a more feature-rich, digital-first customer experience. The program provides members with perks such as discounts on car rentals, fuel, hotels, and leisure activities, alongside travel insurance and free cash withdrawals.
This mapping gives a sense of the European EF ecosystem’s breadth. From licensed “rails” providers like Solaris and Paynetics, through tech platforms like Weavr and Toqio, to specialized fintech APIs and finally the brands deploying these services, each plays a role in delivering embedded finance to end-users. For clarity, one can visualize a value chain: at the bottom, regulated infrastructure handles compliance and money flows; in the middle, orchestration and specialist fintechs provide modular functionality; at the top, customer-facing companies plug these in to create smooth embedded finance experiences.