Big brands need to embed delightful financial experiences in 2023

Those players who are uncovering and improving the real customer friction points in a smooth yet compliant way will win

All brands need to realise that they can and must become fintechs, says

He says no matter the industry, product or service they offer, all brands should build financial touchpoints and experiences into their customer journey to make modern life easier for their customers. The key term at the centre of this shift is “embedded finance”, says Davel. “Embedded finance is when financial services are embedded in an existing customer engagement with a trusted brand, with zero friction or additional effort. If it’s done well, it’s invisible and simply part of an existing brand experience. The clever use of AI and data can allow brands to offer smarter, more relevant benefits to their end users.

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