Embedded finance is no longer an experiment or competitive differentiator for a few large brands.
More than 99% of companies already have at least one embedded finance capability, and 94% plan to increase their investment in the coming year, according to joint research from PYMNTS Intelligence and Green Dot.
Renata Caine, senior vice president and general manager of embedded finance at Green Dot, told PYMNTS TV the shift is clear and accelerating. The evolution of embedded finance now centers on delivering contextual experiences.
“Today, it is about creating seamless contextual financial experiences that are anticipating customer needs and integrating into their digital lives, not just bank accounts,” Caine said.
The shift means embedded finance is not limited to a single feature. It is becoming a framework for reducing friction and allowing customers to act immediately when presented with the right financial option.
“Brands are seeing embedded finance as a long-term engine that strengthens brand affinity and increases transaction volume and, again, deepens those relationships,” she said.
Beyond Revenue: ROI
Measuring success in embedded finance is not just about short-term, top-line impact. It is measured in deeper customer relationships.
“ROI in embedded finance is not just about revenues,” Caine said. “It is about creating stickiness with your customers.”
For Green Dot, that means focusing on engagement metrics, stronger usage patterns and longer customer lifecycles.
“Our ROI lens focuses on engagement and profitability over time,” she said. “When customers stay longer and engage more, they are all winning.”
Beyond Core Banking
Embedded finance is spreading outside traditional banking products and no longer belongs only to large companies.
“It is no longer just the enterprise brands,” Caine said. “Now it is businesses of all sizes that are embracing embedded finance.”
For Green Dot, that growth represents a strategy.
“We view embedded finance as a key growth driver for Green Dot, and it is very much a strategic area of investment and expansion for us,” she said.
APIs and the Trust Factor
Embedded finance presents risk challenges, but Green Dot has built trust directly into its architecture, Caine said.
“We combine FDIC-insured accounts, a modern tech stack, and integrated risk and compliance oversight so our partners can focus on innovation without sacrificing clarity or consumer protection,” she said.
Transparent expectations between partners are also essential.
“We always establish really clear roles and responsibilities in these partnerships,” Caine said. “That is the way you are able to call a program successful.”
Payroll Is an On-Ramp
Payroll and earned wage access are emerging as dominant use cases.
“Payroll right now is one of the most direct and impactful entry points for embedded finance,” Caine said. “We view payroll and payouts not just as an end in themselves but as an on-ramp for embedded finance at scale.”
Employees increasingly view earned wage access as essential. Employers see benefits in faster payroll execution, reduced administrative burden and improved retention.
Green Dot is “doubling down on earned wage access as demand continues to go both on the employer side and the employee side,” she said.
With 94% of companies planning more investment, the challenge ahead is understanding customer needs and deciding where to deploy capabilities.
“Embedded finance is no longer an option,” Caine said. It is fundamental.”
