In our modern world businesses are becoming more consumer oriented and user friendly – consumers have a variety of options to get the best experience and product/services with minimum effort online and offline. If you get your Uber in the morning and use your Apple Pay to buy a cappuccino on your way to the office you’re already taking advantage of ‘Embedded Finance’. If you’re looking to buy a nice bag for your mom, Affirm or Klarna can finance your purchase via their buy-now-pay-later model. So, what is Embedded Finance and why this has become yet another buzz word?