If you’ve paid for something inside an app without giving it much thought, you’ve used embedded payments. They’re not as flashy as some other areas of FinTech, but behind the scenes, they’re changing how businesses handle money.
Instead of sending users off to a third-party portal to complete a transaction, companies are bringing payments directly into their platforms. That shift might seem small, but it’s changing expectations around convenience, speed, and trust.
From hotel bookings and e-commerce checkouts to SaaS subscriptions and business invoices, embedded payments are becoming the norm.
What’s Behind the Shift?
A few things are pushing this forward.
One big driver is that APIs have made it much easier to plug payments into software products, companies don’t need to become full-blown financial institutions to start offering payment capabilities. They just need the right partnerships and internal tech stack.
There’s also a commercial logic: businesses that integrate payments into their workflow tend to reduce friction, drive more conversions, and see better margins. Whether it’s a service marketplace, or a B2B platform, less friction and middlemen equals more revenue.
Customer expectations are also pushing embedded payments into the mainstream, consumers are used to one-click checkouts and real-time confirmation. Embedded payments make that possible without rerouting the experience through a 3rd party payment provider.
Who’s Using Embedded Payments?
It’s showing up across a lot of different industries:
- B2B platforms are embedding payments to streamline invoices and help with cash flow.
- Healthcare and education providers are rolling out in-app payment options to reduce admin time.
- Real estate, auto, and insurance companies are using embedded finance tools to make recurring or large-ticket transactions easier to manage.
- Retail and Ecommerce are combining payments with digital wallets, reducing checkout abandonment and boosting average order value.
The mix of convenience and cost control is appealing-and it’s pulling in more than just startups. Large companies and legacy software providers are starting to incorporate embedded payment tech into their stacks.
Traditional Banks Are Paying Attention
Banks are watching this closely, and many are already adapting, with some launching Banking-as-a-Service (BaaS) offerings, while others are teaming up with fintechs to keep up with demand from software companies wanting to offer embedded payments.
There are challenges of course, especially when it comes to compliance and risk. But for many banks, it’s a way to stay relevant and reach new customers through non-traditional channels.
Expect to see more partnerships between regional banks and software platforms in the months ahead – especially where there’s an opportunity to create new revenue streams or acquire low-cost deposits.
Hiring Trends in Embedded Payments
As more companies move into embedded finance, the payments hiring landscape is shifting. Employers are looking for talented professionals who understand both sides of the equation: the tech side (think APIs, payments infrastructure, KYC) and the business side (pricing models, user experience, compliance risk).
There’s also growing demand for people with experience in partnership management – particularly those who can work across banks, fintechs, and software vendors. And with new technologies like AI and live commerce reshaping how users buy, the need for cross-functional talent is growing fast.
At Storm2, we’re seeing increased demand for roles like:
- Embedded payments product managers
- B2B payments operations leads
- Regulatory and compliance specialists for embedded finance
- Growth and partnerships leads in FinTech infrastructure
If you’re building out your embedded payments capabilities or scaling a fintech product in this space, finding people with the right mix of product thinking and payments expertise is key.
Looking Ahead
Embedded payments aren’t a trend-they’re becoming the default – while only a small percentage of merchants offer them right now, that’s likely to change fast.
For businesses, it’s a chance to improve user experience and drive new revenue. For banks and fintechs, it’s a way to stay ahead of the curve. And for candidates, it’s one of the most exciting spaces to build a career in right now.
If you’re growing a team in embedded finance or looking for your next hire, get in touch with our team, we can help. Storm2 works with payments companies across the US beyond-connecting them with FinTech professionals who know how to build smart, scalable, and secure solutions.
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