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  • Venture capital investors are chasing startups in the embedded finance market.
  • These enable non-finance firms to offer banking services.
  • Investors at Accel, Fin VC, and FISV told Insider why the $230 billion market is one to watch.

Embedded finance is quickly becoming a major area of interest for Europe’s technology investors.

The premise is fairly straightforward in principle, if tricky in practice.

Embedded finance is all about enabling non-financial services companies to provide banking services beyond online payments, such as bank accounts, wallets, or loans.

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