B2B Platforms Turn Embedded Finance Into a Revenue Engine

However, there is a clear divide between platforms that have embraced embedded finance as a strategic lever and those that remain hesitant or underdeveloped. Larger platforms see the most dramatic returns. Two-thirds of firms generating more than $1 billion annually report a direct revenue increase from this integration. All of these firms report that these tools have improved customer experience. Smaller platforms, meanwhile, risk falling behind. One in four still lacks a single embedded capability, despite their plans to add payments functionality within two years.

There has also been a strategic shift in how B2B platforms are building their embedded finance roadmaps. Rather than layering on new features, most platforms are doubling down on enhancements to existing tools, particularly digital wallets, payments and payout rails. This focus reflects a broader maturity curve. As platforms scale, seamless integration, real-time data access, risk controls and cross-functional execution matter more than introducing new concepts. Success depends not on how many features a platform deploys, but how well those features work together inside the platform’s ecosystem.

“B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue,” a PYMNTS Intelligence and Marqeta collaboration, explores how embedded finance has become a defining competitive edge for B2B platforms navigating increasingly complex customer demands and tighter digital expectations. Drawing on insights from 30 heads of payment at United States B2B platforms, the report reveals a market in transition.

In “B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue,” learn how:

• Embedded finance is reshaping platform economics across the revenue funnel. From boosting transaction conversion to lowering acquisition costs through better user experiences, the report reveals how financial tools embedded deep in the workflow change the economics of customer lifetime value.
• Platform scale influences both adoption strategy and ROI. Larger platforms demonstrate how embedded finance compounds in value as capabilities mature, offering a roadmap for mid-tier players seeking higher returns through strategic enhancement rather than through expansion.
• Operational excellence determines whether embedded finance accelerates or stalls growth. Platforms that prioritize seamless integration, regulatory strength and risk management achieve faster speed-to-market, more efficient internal processes and stronger partner ecosystems.

Inside the Report

“B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue” is based on a PYMNTS Intelligence survey of 30 heads of payment at B2B platforms in the U.S. that was conducted in July 2025. All respondents work at firms that have or plan to implement embedded finance capabilities. The study examines how firms use this integration to improve operations, enhance customer experiences, address regulatory risks and evaluate success. The sample includes a mix of firms with varied capabilities, including co-branded cards, wallets, lending tools and subscription payments.