The future lies in embedded finance. From the customer’s point of view, the best financial service is an uncomplicated, perfectly embedded or even invisible one. But what exactly does this mean for young fin-tech companies as well as for traditional banks? How do financial service providers need to rethink in order to seize the opportunities of this change? What kind of alliances, business models, strategies and novel value chains promise added value for the customer and success for the company?

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