Software platforms have made big strides embedding payments into digital workflows. But too often, the deployment stops at integration, missing the opportunity to create stickier products, new revenue streams, and differentiated value. In this session, WEX COO Jay Dearborn and PYMNTS CEO Karen Webster unpack where the real opportunity lies, why execution still falls short, and what leading platforms are doing to move beyond payments as plumbing to payments as the invisible engine powering the next phase of growth.