
From Cost Center to Profit Engine: How Embedded Banking Transforms Money Mobility
April 17, 2025 By Drew Edwards
I’ve spent most of my professional life working on ways to move money more efficiently—what I often call “money mobility.”
Over the years, I’ve seen a lot of buzzwords and promises come and go, but one trend that’s truly reshaping our industry right now is the shift from embedded payments to embedded banking. If we get this right, we can help businesses turn the cost of payouts into a genuine revenue driver.
For years, the conversation in fintech has revolved around “embedded finance,” a concept that basically means integrating financial services—payments, lending, insurance—into non-financial platforms. A classic example is when your favorite ride-hailing app automatically charges your card after the trip, so you never even think about the payment.
That’s a powerful experience.
But we risk missing a bigger opportunity if we stop at payments alone. If you’re a business and all you do is embed the act of sending money out (or pulling it in) without attaching a genuine account experience, you may discover you’re just shifting a cost center around. I mean, you pay fees on each transaction. And the more you grow, the more you pay.
My argument is that, by going a step deeper into embedded banking—creating an actual deposit relationship—companies can recast these payouts and other financial transactions into a revenue stream.
My Old-School Example: Car Dealer Financing
To illustrate why I see embedded banking as the next logical step in fintech, I often point back to the not-so-distant past.
Back in the day—picture bell-bottom jeans and big collars—if you wanted a car loan, you trekked over to your local bank, sat in a stuffy office, and got approved. Then you’d go pick out your dream ride. Pretty soon, dealerships got wise:
“Why do send folks to the bank… when we can finance them right here?”
Eventually, car dealers began offering financing on the spot. Even though the dealership wasn’t a bank, the financing felt “embedded” in the car-buying experience. That was one of the earliest shifts to “finance at the point of need.”
Boom—embedded finance was born, though no one called it that yet.
Today, that concept is everywhere. When you step out of a taxi without reaching for your wallet, or when you buy a mattress online and split the cost into installments without leaving the checkout page—that’s embedded finance at work. Here’s the thing: most businesses stopped there, thinking just embedding the payment was the only magic trick.
It’s not.
The Leap from Embedded Payments to Embedded Banking
For a long time, I was primarily focused on money mobility—money in, money out, as seamlessly as possible. That’s still our bread and butter at Ingo, and it includes things like digitizing paper checks in insurance, or enabling instant tips for restaurant workers. These are all forms of embedded payments. They remove friction, speed up access to money, and create a better user experience.
But there’s a catch: every time I help a company enable these faster, more frequent payouts, the client still incurs a cost on each transaction. It might be more efficient and even cheaper than older methods, but a cost is a cost. And if you’re moving millions or billions of dollars, it will be significant.
Here’s where I am confident that embedded banking changes the game, modernizing businesses even further. Instead of simply processing transactions, you can embed a branded deposit account and a debit card inside the payment flow as seamlessly as we embed payments.
Suddenly, you’re not just paying out funds to somebody’s external bank and paying a fee every time a transaction happens. Instead, you’re inviting them to hold those funds with you, and you can give them economic and social incentives to take part. And pretty quickly all your product economics change.
Since you’re keeping the funds in the partner’s ecosystem longer, reducing network costs associated with money movement, and creating new revenue flows, it becomes a blank slate on better economics. At the same time, loyalty is the holy grail, and here, we’ve created reasons beyond the non-financial transaction to engage with a consumer.
In other words, you convert payouts from high-cost centers to cheaper business operations… or in some cases the opposite: revenue streams.
A Hypothetical Example
Let me give a hypothetical scenario I like to call “MealRunner,” which delivers meals using a fleet of drivers:
The Old Model: MealRunner pays out $50 million each month to its drivers via checks or standard bank transfers. In the case of the bank transfer, each transaction costs about 25 – 50 cents. That’s $250,000 – 500,000 in annual expenses just to pay people. Definitely cheaper than mailing checks, but still expensive.
Embedded Payments: MealRunner adopts instant payouts. Drivers love it—they get money instantly, are more loyal, and choose to drive for them even more. But each disbursement might still cost MealRunner a transaction fee. The company now has a bigger monthly invoice because so many drivers use the instant option. MealRunner may decide to charge their drivers to access funds on demand which might offset costs and create revenue streams. At the end of the day, the money is still leaving MealRunner on each transaction.
Embedded Banking: MealRunner takes it a step further by embedding a branded account and debit card into the onboarding and payments experience. Now, instead of drivers immediately transferring their earnings out, MealRunner encourages them to keep their money in a company-backed account and spend directly from it. To make this compelling, MealRunner offers a fully functional mobile banking app where drivers can instantly fund the account from any source, earn loyalty points on purchases, pay bills, send P2P and Me2Me transfers, and more. This creates a valuable new financial relationship with drivers—one that deepens loyalty, reduces transaction costs, unlocks new revenue streams, and generates rich customer insights.
With embedded banking, MealRunner has a coveted new financial relationship with their drivers that creates loyalty, reduces costs and creates opportunities for new revenue and customer insights.
That shift from cost center to revenue/loyalty engine—and, with improved user retention—explains why so many people are excited about taking the next step to embed banking in their payments flows.
Banks Call It “Distributed Banking”—I Call It Common Sense
Many of the banks I’ve worked with call this “distributed banking.” They see the writing on the wall: customers are no longer heading to physical branches or even necessarily using the bank’s app for everyday transactions. They’re living inside other platforms—food delivery apps, marketplaces, gig portals. If the bank wants to be where the customers are, it needs to distribute itself into the marketplace through embedded banking solutions.
But most banks aren’t equipped to build intuitive user interfaces, integrate with industry-specific platforms like restaurant management systems, or handle the everyday tech that makes a product experience feel seamless to the end user. That’s where the concept du jour of banking-as-a-service (BaaS) came in. Through BaaS, fintechs stand in the gap, building the technology and user experience so the bank’s deposit, lending, and compliance capabilities can be accessed behind the scenes.
In my world, that means we still do the money in/money out—and now, we’re layering on a modern ledger and full bank account inside that platform. So, it’s no longer only about the transaction fees. The bank can generate revenue from interest spread, interchange, or other typical “bank” lines. And the platform can share in those economics.
It’s a more balanced relationship than simply being a never-ending cost line item.
Market Growth and the “Race to Embed Everything”
And when it comes to embedded finance, we’re not talking about a small trend. Analysts estimate that the global embedded finance market could surpass $7 trillion by 2030. Meanwhile, embedded payments flows alone might jump from $2.5 trillion in 2021 to over $6.5 trillion by as soon as this year.
Practically every conversation I have these days—whether it’s with a gig economy platform or a Fortune 500 insurer—touches on how they can quickly incorporate financial tools into the user journey. And with eye-popping numbers like these, it’s no surprise that 56% of businesses say they already offer or plan to offer embedded finance products soon.
How to Dive into Embedding Finance (Without Drowning)
There’s also the matter of how we measure success. I like providing people references and frameworks to help them analyze whether an embedded banking offering could help them. They typically look at things like:
Friction: How many steps does it take for a user to enroll or complete a transaction?
Adoption: Are people using the new payment or banking feature, or do they default back to something else?
Cost vs. Benefit: Is the platform saving money, making money, or just shifting costs around?
One reason I’m passionate about embedded banking is that it can push all three metrics in the right direction: you reduce friction (everything’s handled in-line in the customer experience), adoption climbs (users often prefer a single ecosystem), and cost flips to revenue (earning interchange or interest share).
I always encourage businesses looking at embedded finance or banking to take a phased approach:
Focus on a single high impact use case Instead of trying to embed lending, BNPL, crypto, and deposit accounts all at once, pick the specific user flow that’s currently painful or expensive. Start there.
Pick the right partners: Embedded finance is a banking activity. And banking activities are highly regulated. In these areas, vendor risk is a real concern for operators, and recent bankruptcies in the BaaS space have really put banks and their regulators on high alert. Having a partner with a long history of working with banks, a strong fully funded balance sheet, and deep expertise on their bench can save you from a disaster down the road.
Own the user experience: People often assume that “embedded” means everything vanishes behind the scenes. You should pay attention to how your users sign up, view their balances, or conduct transactions. It doesn’t have to be 100% invisible, but it must feel seamless.
Mind the tech stack: An overly fragmented technology approach—where a half-dozen vendors each handle a piece of the puzzle—can create serious headaches. Every added connection point is another risk and potential point of failure.
Keep compliance in the loop: One compliance slip-up can sink your whole initiative. Look for BaaS or fintech partners with genuine enterprise experience, robust risk management, and proven relationships with stable bank partners. You want to make sure the solution meets regulatory standards at both the state and federal levels if you’re operating in the U.S.
The Democratizing Effect
What excites me most is how embedded banking can expand financial access. Instead of telling workers they need an external bank account (which they might not have), or forcing them to figure out complicated paycard schemes, the platform simply creates an account for them.
It’s built into the experience from day one.
Underbanked communities especially can benefit. They don’t have to physically visit a branch or endure long sign-up forms. The deposit account is just there, ready to use. In my eyes, that’s a massive step toward broader financial inclusion.
And guess what? When someone is happily using the platform’s embedded banking services, they typically become a more loyal user.
Wrapping Up: Why I’m All-In
I’ve been in this business long enough to have seen “revolutions” that never quite materialized. But embedded banking is different because it solves real problems for all parties: the bank, the business and the end user:
The Bank: Grows deposits and transactions outside of their branch footprint and community.
The Business: Gains new revenue from interchange (or interest), creating a profit center where there used to be only costs.
The User: Receives faster, more convenient payment flows, plus a more integrated financial experience.
When you can satisfy all sides—reducing friction and boosting profitability—you’ve got something truly transformative.
And that’s why I’m so passionate about helping companies embed not just payments, but full banking relationships right into their platforms. To me, this is how we take money mobility to the next level, making sure we’re not just chasing better technology but also unlocking better economic and social outcomes.
Ultimately, my goal is to help businesses stop seeing payouts as a never-ending cost center. Instead, let’s use embedded banking to turn payouts into a revenue stream while improving the user experience.
That’s the future of money mobility—and if you’re reading this, I hope you’ll join me in making it happen.
This article first appeared in the Financial Columnist