Embedded finance revenue is expected to reach US$617 billion by 2031, according to a recent study by Juniper Research.
The 279% growth is attributed to increased access to eCommerce by consumers, regulatory standardisation supporting open finance, and high growth in the B2B segment.
The study also identified B2B as the fastest growing segment; increasing by 390% over the next five years, with rapid digitisation of B2B payments representing a significant opportunity.
Embedded finance is where platforms offer white-label, Application Programming Interface (API)-driven infrastructure that enables fintechs and non-financial platforms to embed payments, banking, lending, investment or insurance into their own platforms with minimal effort; giving users a seamless, branded financial experience.
For APAC CFOs, the growth of embedded finance is relevant as it signals that financial services are increasingly becoming part of the platforms and workflows through which enterprises already operate, rather than being accessed separately through traditional banking channels.
Juniper Research also identifies Asia Pacific as one of the regions with the highest CAGRs for embedded finance.
For finance leaders, the B2B expansion could have implications for working capital, payments, liquidity management and access to financing. API-driven embedded payments, lending and banking could allow enterprises to integrate financial services directly into procurement, supply-chain, treasury or customer-facing platforms.
This potentially gives CFOs greater visibility over transactions and cash flows while reducing friction in B2B payment processes. Juniper’s B2B payments research also tracks domestic and cross-border payments across large businesses and different payment methods, highlighting the increasing digitisation of corporate payments.
The development also raises strategic questions for APAC CFOs: which financial processes should remain with traditional banking partners, which could be embedded into enterprise platforms, and what are the implications for cost, controls, cybersecurity, data governance and liquidity?
As companies adopt more embedded financial services, CFOs may increasingly need to assess not just transaction costs but also the impact on working-capital efficiency, payment visibility, reconciliation and the broader enterprise finance stack.
As part of the study, Juniper Research released its 2026 Competitor Leaderboard for Embedded Finance Vendors, naming the five leaders: Stripe, Adyen, Plaid, Marqeta, and SoFi.
