3 venture capital investors explain why embedded finance is the hot new space in fintech

• 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.