Embedded Finance Pays Off for 54% of US B2B Platforms

B2B platforms are discovering that embedded finance is becoming less a feature add-on and more a structural lever for how they grow revenue, deepen customer relationships and compete at scale.

That shift is the central takeaway from “B2B Platforms Expand Embedded Finance to Enhance Customer Experience, Drive Revenue,” a December 2025 PYMNTS Intelligence Data Brief produced in collaboration with Marqeta.

Based on a survey of 30 U.S. B2B platform payment leaders, the report shows that embedded finance has moved beyond experimentation and into execution, with tangible commercial results for those that implement it well.

The report finds that most B2B platforms already offer at least one embedded finance capability, but the story goes deeper than simple adoption. Larger platforms are pulling further ahead, using embedded finance to turn routine transactions into sources of recurring income and operational control.

Smaller platforms, by contrast, often lag in both scope and sophistication, even as they express interest in catching up.

Across revenue tiers, platforms view embedded finance as a way to simplify customer workflows, reduce friction and retain users inside their ecosystems rather than sending them to external financial providers.

Three data points illustrate how embedded finance is reshaping the B2B platform landscape:

54% of all B2B platforms surveyed report direct revenue increases from embedded finance, with platforms generating more than $1 billion annually far more likely to see material gains.

67% of platforms with at least $1 billion in annual revenue say embedded finance has produced a direct revenue boost, compared with 38% of platforms earning between $750 million and $1 billion.

25% of platforms with annual revenues between $500 million and $750 million still have no embedded finance capabilities, underscoring a widening gap between leaders and laggards.

Beyond these headline figures, the report highlights a strategic nuance that often gets overlooked. Platforms are not racing to add every possible financial feature. Instead, they are concentrating on improving what they already have.

Payments, payouts and digital wallets form the core embedded finance triad, and most platforms are focused on making these tools faster, safer and more deeply integrated. Enhancements such as real-time controls, better reporting and tighter links to loyalty programs rank higher than launching entirely new products.

Integration quality emerges as a decisive factor. Nearly three-quarters of platforms prioritize seamless integration with existing systems, and those with more embedded finance experience are especially sensitive to execution risk.

For them, poor integration erodes customer trust and negates the value of new capabilities. As a result, embedded finance success depends as much on technology discipline and internal coordination as on feature selection.

The report also suggests that the primary payoff from embedded finance is customer experience, with revenue following as a consequence.

Platforms report lower churn, improved supplier relationships and more efficient internal operations after deployment. These benefits help explain why even platforms without embedded finance today plan to introduce at least payment capabilities within the next two years.

Taken together, the findings point to a market entering a more mature phase. Embedded finance is no longer about proving the concept. It is about refining it. For B2B platforms, the competitive edge lies in execution, integration and incremental improvement. For those that get it right, embedded finance becomes a durable engine of growth. It delivers clarity.

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