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Embedded finance is opening new opportunities for businesses to offer financial services directly within platforms their customers already use. From payments and financing to other financial services, everything can be integrated into a single customer journey without requiring users to switch between applications.
In Indonesia, this opportunity is becoming increasingly relevant as digital transactions continue to grow. Bank Indonesia recorded 16.07 billion digital payment transactions in Q2 2026, representing 36.88% year-on-year growth. QRIS transactions also grew by 100.12% year-on-year during the same period.
So, what business opportunities are emerging from the growth of embedded finance?
Also Read: How to Increase Online Store Sales with a Payment Gateway
What Is Embedded Finance?
Embedded finance is the integration of financial services into non-financial platforms or services, allowing users to access financial services directly within the platform they are already using.
Unlike the conventional model, where customers may need to open a banking or fintech app to complete a transaction, embedded finance brings financial services directly into the existing customer journey.
Examples include:
- Gojek/Grab: Paying for food or transportation directly within the app without opening a separate mobile banking app.
- Marketplaces: Paying for purchases while choosing PayLater or installment options during checkout.
- Travel platforms: Paying for a ticket while purchasing travel insurance within the same platform.
Simply put, embedded finance brings financial services to where customers already need them.
Also Read: Payment Gateway for Mobile Apps: A Complete Guide
Why Is Embedded Finance a Business Opportunity?
Changing consumer behavior is one of the key drivers behind embedded finance.
Customers are increasingly accustomed to completing different activities within digital ecosystems. They expect transactions to be fast, convenient, and require as few unnecessary steps as possible.
For businesses, this creates an opportunity to make financial services part of the customer experience while creating additional value.
Here are three reasons why businesses should pay attention to embedded finance.
1. Create a More Seamless Customer Experience
Every additional step in a transaction can create friction.
Embedded finance allows payment and other financial services to be integrated directly into a platform's primary user journey. Customers can complete their financial needs without leaving the platform they are already using.
For digital businesses, this can create a simpler and more seamless customer experience.
2. Open New Revenue Opportunities
Embedded finance is not only about making transactions more convenient.
When financial services become part of a platform, businesses can develop new products and revenue models through services such as payments, lending, insurance, or financial management.
This allows non-financial companies to expand their value proposition without necessarily becoming financial institutions themselves.
In practice, businesses often work with banks, fintech companies, payment service providers, or technology providers that provide the necessary financial infrastructure.
3. Use Transaction Data to Understand Customers
Financial transactions can generate valuable insights into customer behavior and purchasing patterns.
However, financial data must be handled responsibly. Businesses need to consider applicable regulations, data security, privacy, and user consent when collecting and using financial information.
This makes technology, governance, and compliance just as important as product innovation.
Embedded Finance Opportunities in Indonesia
Indonesia's growing digital payment ecosystem provides a strong foundation for the development of embedded finance.
Bank Indonesia recorded 5.22 billion digital payment transactions in May 2026, growing 28.14% year-on-year. During the same period, QRIS transactions grew by 95.10% year-on-year.
The continued growth of digital payments indicates that cashless transactions are becoming increasingly integrated into everyday economic activities.
For businesses, embedded finance opportunities can emerge across several industries.
E-commerce and Marketplaces
Marketplaces can integrate payments, refunds, financing, and financial services for sellers into a single ecosystem.
The more activities customers and sellers conduct within a platform, the greater the opportunity to provide relevant financial services at the right point in the customer journey.
SaaS and Business Platforms
Business software also has significant potential for embedded finance.
For example, accounting software can integrate invoice or supplier payments, while point-of-sale platforms can connect transactions with financial services for merchants.
This means software can go beyond helping businesses record transactions—it can also help them complete those transactions.
Travel and Hospitality
The travel industry involves a long customer journey with multiple financial touchpoints.
Payments, refunds, installments, travel insurance, and other financial services can become part of the same digital ecosystem.
Embedded finance allows these services to be offered at the moment customers need them, such as when purchasing a ticket or completing a booking.
Platforms for MSMEs
Micro, small, and medium enterprises (MSMEs) are another promising area for embedded finance.
Platforms already used by MSMEs to run their businesses can integrate payments, invoicing, transaction management, or financing into the same experience.
As a result, financial services become part of the tools businesses already rely on rather than a separate service they need to access elsewhere.
Payment Gateways as a Foundation for Embedded Finance
A payment gateway is technology that connects businesses, customers, and payment providers so digital transactions can be processed securely. Simply put, a payment gateway acts as a bridge that securely transmits transaction information to the relevant payment processor and returns the transaction status to the business.
Also Read: How a Payment Gateway Works Behind Every Online Transaction
How Does a Payment Gateway Work?
A typical payment gateway transaction involves several steps:
- The customer chooses a payment method at checkout, such as a card, virtual account, e-wallet, or QRIS.
- The payment gateway securely transmits the transaction data to the relevant payment system for processing.
- The payment is validated and processed according to the selected payment method.
- The transaction status is sent back to the business, indicating whether the payment was successful, failed, or is still being processed.
Most of this happens behind the scenes. From the customer's perspective, the experience may simply look like selecting a payment method, completing the payment, and receiving confirmation.
Also Read: Understanding Payment Gateway for Businesses
How Does a Payment Gateway Enable Embedded Finance?
This is where a payment gateway becomes an important part of the embedded finance ecosystem.
For financial services to be embedded into a digital platform, businesses need infrastructure that can connect their platform with different payment systems without disrupting the customer journey.
Payment gateways provide this connectivity through APIs and payment integrations, allowing businesses to connect with multiple payment methods without building each integration from scratch.
As a result, payment can become a natural part of the customer journey—whether customers are using a website, mobile application, marketplace, or business platform.
In short, embedded finance creates the integrated financial experience, while payment gateway infrastructure helps make seamless digital payments possible within that experience.
Conclusion
Embedded finance gives businesses an opportunity to make financial services more convenient, integrated, and relevant to the customer journey. With the right payment infrastructure, businesses can reduce friction while creating a more seamless transaction experience.
As a payment gateway, Faspay helps businesses accept multiple payment methods through a single integration.
Visit Faspay and register your business as a merchant to explore a secure and reliable payment gateway solution for your business.
