Embedded finance is now a core growth strategy for U.S. companies, and leaders are doubling down despite rising risk and uncertainty, according to new research from Green Dot Corporation and Wakefield Research. Nearly nine in 10 (89%) embedded finance decision-makers say banking-as-a-service (BaaS) and embedded finance are a “moderate” or “strong” driver of their companies’ growth and competitiveness, and 91% plan to increase embedded finance investments over the next three years. At the same time, 74% say the risks of offering embedded finance have increased over the past two years.

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“Embedded finance is creating meaningful opportunities for companies to grow, differentiate and deepen customer relationships, but those opportunities come with real responsibility,” said Renata Caine, SVP/GM, Embedded Finance, Green Dot

“Embedded finance is creating meaningful opportunities for companies to grow, differentiate and deepen customer relationships, but those opportunities come with real responsibility,” said Renata Caine, senior vice president and general manager, embedded finance at Green Dot. “With AI agents moving into fraud and identity, regulatory expectations evolving, and data security top of mind, the companies that win will be the ones building on a foundation of trust, compliance and clear accountability.”

The findings, published in “Embedded Finance: Smarter, Faster, Higher Stakes,” show a market that has moved past experimentation. The study surveyed 250 decision-makers responsible for embedded finance, spanning both BaaS providers and the companies that embed financial services. Highlights from the survey follow, with more detail in the full white paper.

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