In today’s digital economy, embedded finance is more than a buzzword – it’s a game-changing strategy. Companies from retail to ride-sharing are adding financial services (payments, lending, insurance) directly into their offerings, blurring the line between industries.
But why should your business care about becoming a quasi-bank?
This article explores embedded finance through the lens of Jed Morley, CEO of Platinum Payment Systems (PlatPay), who has been at the forefront of helping businesses integrate payments seamlessly.
Morley, known for his visionary fintech insights, argues that offering financial services within your product can unlock new revenue streams and deepen customer loyalty. As the founder of PlatPay, he’s seen everyone from e-commerce startups to software platforms grow faster by weaving payments into their user experience.
In this piece, we’ll break down Morley’s key tips on leveraging embedded finance – and how doing so can future-proof your business model.
Why Embedded Finance Is the Future (Context from Jed Morley)
Embedded finance isn’t just hype – it’s a natural evolution of how consumers prefer to interact with brands. Instead of redirecting users to third-party financial institutions, companies can now offer banking-like services directly within their apps. Think: one-click payments, branded credit cards, or buy-now-pay-later options at checkout.
Jed Morley highlights that this trend is rapidly accelerating — and it presents massive opportunities for businesses that embrace it early.
“CEOs should explore how they can embed financial services (such as lending, insurance, or payments) into their business models to unlock new revenue streams.” Morley told ValiantCEO Magazine in a special feature on the future of payments. In his view, embedded finance can transform a company’s value proposition – turning transactions into ongoing relationships.
When a non-financial company starts offering, say, integrated payment plans or insurance, it not only adds a new income source but also makes customers stickier.
For instance, ride-sharing apps now offer drivers instant payout debit cards, while e-commerce marketplaces provide financing to their sellers. These embedded services keep users actively engaged in the platform’s ecosystem.
Jed Morley calls embedded finance “a dominant trend” for the coming years, urging businesses to consider which services align naturally with their core offerings.
From Transactions to Relationships: The Benefits of Embedding Payments
One of the most accessible entry points to embedded finance is payments. Almost every business facilitates transactions — but owning that payment experience opens up significant advantages:
- New Revenue
Rather than just paying a third-party payment processor, you can earn a slice of interchange fees or interest on financing.Morley notes that even a small percentage of each transaction adds up at scale.
This is how PlatPay structures its model — by taking a basis-point spread (like a mortgage lender), they create a win-win: businesses still receive competitive rates, while PlatPay shares in the upside.
- Seamless UX
A customer who doesn’t leave your platform to complete a transaction or apply for financing is far less likely to abandon their purchase.Morley emphasizes that smooth, mobile-first payment flows are essential:
“Businesses that fail to offer seamless mobile payment options will lose customers to competitors that do.”
- Data & Insights
Controlling the payment layer means gaining visibility into your users’ spending patterns. These insights can inform product strategy and personalized offers.
Morley highlights that the right partner can provide “invaluable data insights” to support your growth strategies.
- Brand Loyalty
When customers use your financial service, they become more connected to your brand.
For example, Starbucks’ loyalty app functions like a prepaid account — a powerful embedded finance play that deepens engagement.
Morley classifies this tactic as “using finance for retention,” part of a broader strategy to elevate customer lifetime value.
Morley stresses that embedding payments isn’t just about technology — it’s a strategic move. He’s seen companies evolve from merchants into mini financial ecosystems.
One e-commerce client integrated a multi-currency gateway via PlatPay to support international expansion.
The result? They scaled into Europe and Asia seamlessly, with local currency support built right into the user experience.
“The key to success here was scalability and integration,” Morley explains — a defining trait of strong embedded payment solutions.
Overcoming the Challenges: How to Embed Finance Safely
Yes, embedded finance offers opportunity — but also complexity. Compliance, security, and integration can be roadblocks.
Morley advises starting with the right fintech partner — like PlatPay or a Banking-as-a-Service provider — rather than building in-house from scratch.
“Businesses must implement robust API security, compliance frameworks, and clear customer communication about data usage,” he notes, especially when adopting Open Banking models.
Key Areas to Address:
- Compliance & Licensing
Offering financial services may require regulatory approvals (e.g., lending or money transmission licenses). A trusted partner can often operate under their own licenses on your behalf.
Morley’s team, for instance, stays “up-to-date with the latest regulatory changes” and handles compliance end-to-end.
- Security
Handling financial data requires top-tier encryption, tokenization, and fraud detection.“Security cannot be emphasized enough during periods of growth,” Morley says.
While he doesn’t always mention it by name, PlatPay uses tokenization (replacing sensitive card data with secure tokens) to reduce breach risk.
- User Trust
Asking users to store funds or apply for credit in your app requires trust.
Transparent fees, clear terms, and accessible support channels reduce friction and prevent disputes.
A tip from Morley: “Clear descriptors and proactive support reduce chargebacks and confusion.”
- Technology Integration
Your financial tools should snap into your current systems without disruption.Morley shares how PlatPay built a white-label payment solution directly into a Fortune 100 call center’s system, enabling reps to process payments without switching platforms.
Morley emphasizes that embedded finance doesn’t have to be an all-in play. Many companies begin with a single feature — like one-click payments or buy-now-pay-later — and build from there.
“Whatever you focus on, you need to ensure it aligns with benefiting others, not just making money,” he said during a recent Fulfilled Podcast appearance (Episode timestamp: 14:40).
Choose services that solve real user pain points — that’s where ROI and adoption will come naturally.
Jed Morley’s 5 Tips for Embedded Finance Success
Let’s break down Morley’s strategic playbook:
Identify Natural Extensions
Examine your customer journey. Where would finance features enhance the experience?
- Marketplaces might offer seller loans.
- SaaS tools could add in-app payments.
Start by piloting small
Choose the Right Partners
Don’t rebuild core banking infrastructure.
Morley designed PlatPay to be the “behind-the-scenes enabler”:
“We help businesses integrate seamless embedded finance solutions that increase customer retention and revenue.”
Prioritize UX & Trust
The service should be easier than the alternatives.
- Smooth onboarding
- Visible security markers
- Clear T&Cs
These build both conversion and confidence.
Scale Securely
Growth invites risk.
- Inform processors of upcoming volume spikes
- Strengthen fraud monitoring
PlatPay uses AI-driven anomaly detection to maximize approvals while minimizing fraud.
Measure & Iterate
Track adoption rates, revenue impact, and churn reduction.
Morley stresses a data-driven approach:
- Are people dropping off mid-KYC? Simplify it.
- Are transactions growing, but revenue stagnant? Re-examine pricing.
Final Takeaway
Embedded finance can seem complex — but with a thoughtful strategy, it can supercharge your business.
Jed Morley’s experience shows that integrating payments or other financial services can lead to:
- New revenue streams
- Stronger customer retention
- A defensible market position
The key? Stay customer-centric. Embed services that make your users’ lives easier. Start small, partner wisely, and build trust at every touchpoint.
About PlatPay
About PlatPay: PlatPay lets brands track, reduce, and offset payment-related CO₂ in real time. Discover Jed Morley’s ESG philosophy in his ValiantCEO profile.