Embedding Payments Put Platforms in Control of the Customer Relationship

Platforms that embed payments own the economics and the customer relationship, Finix CEO and Co-Founder Richie Serna writes in a new PYMNTS eBook, “Headlines That Will Shape the Close of 2025.”

For too long, payments have been an afterthought for software platforms. Legacy systems relied on third-party processors, giving up margin, control and even the customer experience itself. Money moved through their products, but the platform never owned it.

The landscape is changing. Leading platforms today embed payments directly into their products. They control onboarding, transaction flows and payouts, transforming payments from a back-office function into a growth engine. This isn’t just about keeping fees; it’s about creating smoother experiences, retaining customers and moving faster than competitors tied to external vendors. In 2026, the difference is simple: if you control payments, you control growth.

Monetization is where embedded payments make the most significant impact. In 2024, embedded payments processed around $1.1 trillion in transaction value, and Juniper Research projects this will grow 134% globally by 2028. Platforms that outsource payments leave margin on the table with every transaction. EY’s 2024 research shows that while 60% of non-financial platforms offer some form of embedded payments, only 58% see strong adoption. The gap? Most treat payments as a utility. Platforms that treat payments as a product are already reshaping their economics, turning fees into recurring revenue, using faster payouts as a premium feature and aligning pricing with real customer value.

Retention improves when payments live on-platform. Directing transactions through third-party processors sends customers and revenue away from the platform, potentially harming its financial stability. Embedding payments keeps the flow internal, strengthening the customer relationship and making churn more difficult. Platforms with embedded payments report higher lifetime value, proving that owning the payment journey deepens engagement.

Speed and agility multiply the advantage. Legacy platforms operate at the pace of their processors, waiting for external roadmaps to introduce new features or pricing changes. Embedded payments give platforms control, allowing them to test pricing, add wallets or adjust payout speeds instantly. Each cycle of experimentation drives better product-market fit and widens the gap with competitors still dependent on outside vendors.

The message is clear. Platforms that leave payments off-product lose margin, control and flexibility. Those that embed payments rewrite the playbook: they own the economics, the customer relationship and the pace of innovation. In a market that won’t wait, embedded payments are no longer optional; they’re essential to growth, retention and competitive speed.

This is where Finix comes in. As a payments provider for software platforms, Finix makes embedding payments seamless, without forcing companies to choose between speed and control. Finix equips platforms to capture margin, accelerate growth and future-proof their products with the flexibility to innovate at their own pace. In a market that won’t wait, Finix helps the fastest-growing platforms turn payments from an afterthought into their competitive edge.