đ§ Embedded Finance = Customer Retention (Apple's strategy)
Why Every Non-finance Company Needs an Embedded Finance Strategy
Dear Leaders,
Today's newsletter is special to me, I have worked in financial technology for the longest and instead of my usual PM advice column, today I write about a fintech trend.
I hope you find it valuable and I can keep writing more of these in the future. My inspiration particularly came when I stumbled upon an article about Apple Pay and then went down the rabbit hole of finding data, It's Apple of course their volume and numbers are impressive but.
What they have done with the concept of 'Embedded finance' is a masterclass in Customer Retention and Brand building.
If your product doesnât include embedded financial services, you are missing out on growth, revenue, and retention. Big time.
Weâre seeing one of the most important shifts in modern business strategy: the rise of embedded financeâand the companies ignoring it are falling behind.
Let's Dive in.
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What is Embedded Finance?
Embedded finance also known as banking-as-a-service (BaaS) is simply the integration of financial servicesâlike payments, lending, subscription management, bill payment, insurance, etc âinto non-financial platforms.
Think:
- Uber letting you pay without switching apps
- Shopify offering capital to merchants
- Apple turning your iPhone into a wallet
- Walmart offering you BNPL (buy now pay latter i.e. micro loans) service
Car companies have offered financing (a type of embedded finance service) for decades, but it has traditionally been a disjointed experienceâseparate from the car-buying journey and often handled by third parties.
Finance used to be treated as an entirely separate workflow. That began to shift with the launch of digital wallets like PayPal, which marked a turning point in consumer behavior. Suddenly, people expected fast, seamless, in-app financial experiencesâand that expectation has only grown.
Consumers no longer want to "go to the bank"âthey want financial actions to happen seamlessly in the apps they already use.
đ Why Itâs a Big Deal
The embedded finance market is projected to reach $7.2 trillion by 2030, up from $2.6 trillion in 2022.
But the real power isnât just in transactionsâ
Itâs in customer retention, brand engagement, and revenue.
Companies that embed finance arenât just monetizing users.
Theyâre turning daily financial actions into brand loyalty touchpoints.
Creating powerful customer retention loops in the process.
CASE STUDY
đ Apple: The Gold Standard
Theyâve mastered embedded finance to create a lock-in so strong, their customers donât want to leave.
- Hereâs how:
- Apple Pay turns your phone into a tap-to-pay device.
- 640 million global users
- Apple Payâs $6-8 billion estimate for 2025 would represent 6-8% of Services revenue, a small but growing slice. Its real value is driving transaction volume across Appleâs ecosystem, boosting hardware retention and Services uptake (e.g., App Store purchases via Apple Pay).
- Apple Card offers seamless credit usage and Daily Cash rewards.
- 12 Million Users in the U.S
- The cardâs direct revenue (interchange and interest) is modestâlikely $1-2 billion annuallyâbut it amplifies Apple Pay usage (2% cashback incentive) and ties users to Apple Wallet
- Apple Savings Account: offered only to Apple card users
- currently give 3.75% APR
- Earns millions in Interest revenue.
- Apple Wallet stores everything from tickets to transit cards.
- By 2025, over 60 million U.S. users (aged 14+) are estimated to use Apple Wallet monthly for transactions
- Apple Pay turns your phone into a tap-to-pay device.
The magic? These tools arenât standaloneâtheyâre interconnected.
Buy something with Apple Wallet â Apple Pay â earn Daily Cash â spend it via Apple Cash.
All without leaving the ecosystem.
By offering these products, here is what else happening
đ Daily Engagement = Free Marketing
Hereâs the genius:
Every time someone taps to pay or gets a Daily Cash notification, theyâre engaging with Appleâs brand.
Compare that to traditional any other non-financial app, which might see weekly usage.
but Finance? It happens daily.
Apple turned financial interactions into mini moments of brand reinforcement.
Thatâs free marketing. Every day.
𧲠The Retention Power
Appleâs embedded finance strategy works. Hereâs proof:
- Apple Pay users are 30% less likely to switch to Android.
- Apple Card users are 40â50% more loyal than non-users.
- They upgrade devices 20% more often and spend 18% more on the App Store.
Once your finances live inside a platform, leaving becomes inconvenientâand thatâs the point.
đ° Revenue on Autopilot
Beyond retention, Apple makes serious money:
- Takes a cut from every Apple Pay transaction (~0.15%)
- Earns interest and fees from Apple Card
- Earns interest through their Savings account
Appleâs total revenue in fiscal 2024 (ending September 2024) was $390.8 billion, with the Services segmentâhousing Apple Pay, Apple Card, and related offeringsâcontributing $94.5 billion, or 24% of the total, up from 22% in 2023. This segment grew 1.9% year-over-year, outpacing hardware growth, as iPhone sales (51% of revenue) plateaued at $199 billion.
And the kicker?
Appleâs financially engaged users generate 2.5â3x more lifetime value.
đ¤ AI Is Supercharging This
Apple uses AI to:
- Categorize your spending automatically
- Detect fraud in real-time
- Make smarter credit decisions using alternative data
Who knows how AI will further shape thisâŚ
Voice-based assistants, predictive financial planning, and smart alertsâpowered by AI?, and for sure all reinforcing the brand.
â ď¸ What This Means for You If youâre building a product
and not thinking about embedded finance, consider this:
- Youâre missing daily brand touchpoints
- Youâre leaving recurring revenue on the table
- Youâre forgoing customer retention strategies that your competitors are already implementing
Final Thought
Finance is no longer a separate industry.
Itâs a feature, a retention tool, and a growth engineâfor every company.
Whether you're in SaaS, retail, health, or logisticsâ
Embedded finance should be part of your product strategy.
Not just for monetization.
But for marketing, engagement, and long-term loyalty.
Don't let your product be a one-time-use tool.
Make it part of your customerâs daily financial life.
That's a wrap
âNazuk