Airwallex Embedded Finance Report
Airwallex Embedded Finance Report
When choosing a vendor for financial Open APIs are enabling platforms and
services, SMBs are less concerned
marketplaces to natively embed ready-
about price and more concerned with made financial solutions into their existing
convenience, ease of adoption, and products at speed. In the past, regulatory
flexibility. 82% say they would change their complexities, high upfront costs, and
payments or banking solution provider if slow integration times were barriers
their existing SaaS platform or marketplace that prevented software platforms from
offered a like-for-like alternative, and
expanding into financial services. Payment
76% are willing to pay more for one-stop Service Providers (PSPs) and fintechs that
solutions that can be accessed through a offer embedded financial capabilities or
single vendor. Therefore, SaaS platforms Banking as a Service (BaaS) offerings are
that hold existing relationships with SMBs removing these barriers, making it possible
have an immediate competitive advantage for software platforms to bring financial
over banks that offer the same services products to market fast, at a much lower
upfront cost than going direct to a bank
The report shows that there is significant
and building those products in-house.
appetite among SMBs to access foreign
exchange (FX) services, payment
processing, multi-currency business
accounts, business credit cards, and more
from their software providers. 82% of
SMBs say they are either very likely or
extremely likely to use FX services offered
by their software providers, 80% say they
would be very likely or extremely likely to
use payment processing and multi-currency
business accounts, and 76% say they
would be very likely or extremely likely
to use a business credit card.
13%
shows that traditional banks are least likely to meet the needs
of SMBs in the retail
of today’s SMB. Certain verticals are particularly overlooked
sector expect their
by traditional financial institutions; for example, only 13% of
financial requirements
SMBs in the retail sector expect their financial requirements
to be met by banks.
to be met by banks.
that offer
embedded services
01
If the platform also provides business accounts,
Vertical SaaS companies understand the they can monitor when their merchants’ funds
nuances in the industries they serve and can run low and dynamically offer additional capital.
offer tailored services that suit their customers’ By adding corporate cards to their offering, the
specific needs. For example, a software
platform can provide a comprehensive financial
platform that serves businesses in the solution that allows their merchants to earn
construction sector will be aware of the revenue, access capital, and pay for business
industry’s payment terms standards which
expenses through a single interface.
may require businesses to make large upfront
payments to vendors well in advance of the 03
completion of a project. Those platforms
SaaS platforms and marketplaces can offer
can offer their customers access to high
their SMB customers the convenience of
credit limits and cashback on card payments, accessing financial services through their
providing a simple and cost effective solution
everyday software. For example, an expense
for vendor payment. Conversely, Tier 1 banks management platform that offers local currency
tend to offer standardised financial products accounts, currency conversion, and transfer
that do not serve the varying nature of different services can enable their customers to manage
industry verticals. everything from raising purchase orders to
paying and reconciling invoices in one place,
02
rather than having to manage these steps
SaaS companies typically have access to rich across several platforms. Our research shows
customer data which allows them to accurately that SMBs prefer these one-stop solutions:
assess a customer’s eligibility for financial
products, personalise the user experience, and
recommend the right financial products to users 76%
at the right time. For example, an eCommerce say they would even be prepared to pay extra
platform, such as Shopify, or a marketplace, for the convenience of accessing multiple
such as Amazon, that offers payment processing financial services through a single platform.
and has access to merchant transaction
data can use this data to underwrite lending
products, whilst factoring in considerations
such as seasonality.
“
Payment acceptance is often the first route
platforms and marketplaces explore when it
comes to embedded financial services, and
for good reason.
When you think about other
By embedding payment acceptance into
geographies and local payment
their product, platforms can offer significant methods, those are a lot harder
value to their SMB customers by allowing
to support over time. A merchant
them to manage both operational and payment will not build it themselves;
workflows through a single interface, and they're going to look for a payment
accelerate pay in and payout processes.
partner to be able to support them
They can also help SMBs overcome the in those geographies”
82%
Our report shows that SMBs
With 82% claiming they are either very likely
or extremely likely to use FX services, 80%
are looking to access a host
claiming they are very likely or extremely likely
of financial solutions from
to use payment acceptance and multi-currency
business accounts, and 76% claiming they are
their software providers.
very likely or extremely likely to use a business
credit card.
5x
Embedded finance can reduce customer acquisition cost
1
(CAC), improve user retention, and significantly increase
the lifetime value (LTV) of their users. According to some
estimates, offering embedded financial services can increase
revenue per customer by up to 5 times.
6.7x
Embedded financial services have also been shown to
2
have a positive impact on the valuation or market cap
of companies. According to Dealroom marketplaces that
have embedded financial services have a median EV/Sales
Median EV/Sales,
of 6.7x, compared to 5.3x for marketplaces that don’t.
compared to 5.3x
for marketplaces that
don’t have embedded
financial services.
Kristina Shen, Kimberly Tan, Seema Amble, and Angela Strange, 'Fintech Scales Vertical SaaS', Andreessen Horowitz (a16z), 4 August 202
Ivan Draganov, 'Fintech and online marketplaces, a lucrative pairing', Dealroom, 22 September 2021
Payment acceptance
FX and payouts
Transaction fees can be charged as a percentage
Platforms which help businesses collect and
of each payment processed. This is a common use disburse money globally can charge markups
case for eCommerce platforms and marketplaces. on foreign currency exchange (FX). By choosing
a financial partner that offers low FX rates,
platforms can keep these services competitive
versus traditional banks.
Subscription fees
As the needs of customers evolve, platforms
For example, today’s SMB is more likely to
can add access to additional financial services choose an expense management solution
to their product offering, opening up new that can help them simplify their workflows
revenue streams. An eCommerce platform
by facilitating global payouts, employee cards,
that offers embedded payments today can and automated reconciliation, in one place.
diversify into interest-generating products
These additional features can be used to both
such as cards and loans in the future.
attract and retain customers, particularly
Our research suggests that SMBs value
if they’re made available at a global scale.
ease of adoption over other considerations,
including price, so by natively integrating “We have definitely seen improved
financial solutions into their existing offering, user retention and adoption as a result
SaaS platforms hold a competitive advantage of integrating financial services like
over banks that offer the same services.
virtual cards.”
“In terms of financial services,
Senior Director of Financial Operations & Support
at an international expense management platform
I wouldn't say there's limits. We can
see ourselves offering all sorts of Because embedded finance is proven to
financial services in the future as
increase the LTV of users, platforms can
long as there is a product-market fit.”
choose to follow an alternative strategy and
spend more on acquiring customers. This gives
Senior Manager of Payments and Capital at an
international e-commerce platform them the opportunity to grow their market
share and expand their customer-base into new
regions and verticals. For instance, an expense
Reduce CAC and improve
management platform that offers cards could
user retention choose to offer a basic version of their core
service for free on the basis that they can cover
n an increasingly competitive environment,
their costs through revenue generated from
I
Despite the potential benefits of embedded They may, for example, find that their banking
finance, barriers still exist that prevent SaaS partner can support card issuing in one region
platforms and marketplaces from building but not another, or that the bank does not
these services today. Primary considerations support direct debit payments in and out of all
when launching financial products include: regions. This can cause issues for platforms that
operate across several markets and want to
Compliance regulations
offer a consistent service to global customers.
Such as Know Your Customer (KYC),
Anti-Money Laundering (AML), and Payment Upfront investment and ongoing costs
Card Industry Data Security Standard (PCI If a platform decides to work directly with
DSS). Understanding how to offer financial a bank to develop their financial offering,
solutions in a way that is compliant, is complex they will need to hire a dedicated team to
and may lead some platforms to hire new liaise with their chosen banking partners
teams with risk and compliance expertise.
(there will likely be multiple partners for each
Operating at a global scale adds an extra
region) and will be looking at an upfront
layer of complexity as platforms must
investment of up to USD$2 million or more
comply with regional regulations that vary depending on the products they’re looking
across markets and are subject to change. to develop. Banks tend to charge high
transaction fees which can make it difficult
Speed to market
for platforms to make a margin on products
Building financial products in-house can take like payment processing and FX.
upwards of two years. As well as building a
front-end product, a considerable amount of Licensing
work needs to be done in the back-end before
Any business that offers financial services must
a platform can deliver a viable product.
obtain and maintain licences in the regions in
This includes payment network integration,
which they operate. For example, a business
user onboarding, data security, fund flow that processes transactions on behalf of their
management, dispute handling, transaction customers will need a money transfer licence or
monitoring, and more. When it comes to local equivalent. Licences can take up to a year
finance, the stakes are high and platforms
to be granted (longer in some regions) and must
that fail to take the necessary security and be maintained on an ongoing basis by a team
compliance measures will face severe penalties. of compliance and legal specialists, anti-money
laundering specialists, risk management
Global product restrictions
specialists, and monitoring specialists.
Platforms that choose to set up a direct
partnership with a bank may find themselves
restricted to their chosen partner’s
geographical coverage and product suite.
However, there are ways that platforms
The past decade has seen a significant rise
can overcome these barriers. Rather than in the development of open application
partnering directly with a bank, platforms
programming interfaces (APIs) in the fintech
can partner with Payment Service Providers space. Open APIs have changed the game by
(PSPs) and fintechs that offer Banking as a enabling software platforms to natively embed
Service (BaaS). These providers typically hold ready-made financial solutions into their existing
relationships with several banking partners and products at speed with minimal development
have comprehensive financial infrastructure work. Rather than hiring a team to build products
which platforms can build on top of, enabling from scratch, platforms can integrate pre-built
them to bring financial products to market in
components with their existing product to
a matter of months with a much lower upfront manage everything from user onboarding and
investment than if they were to go direct to a KYC, to complex fund flows.
bank. Platforms can also leverage their chosen
partner’s existing licensing, rather than having
to obtain and maintain their own.
approach doesn’t always suffice. For example, Ease of integration and speed of execution
an eCommerce platform may require
are of paramount importance. By choosing a
a payments solution which allows for
provider with high quality developer capabilities,
bespoke pricing on particular transactions. libraries, and APIs, platforms can cut down
Platforms should look for a provider that offers the time and the level of investment required
solutions which can be tailored to meet the to launch new products.
unique needs of their specific SMB audience.
Global coverage
Product breadth
Launching financial services across multiple
Platforms should consider their long-term regions comes with regulatory complexity.
product roadmap as well as their short-term By choosing a financial services partner that
goals when selecting a financial services holds a myriad of financial services licences
provider. Platforms that start by offering globally, platforms can ensure they are not limited
embedded payments may find that there
by geography or currency, and can launch in
is significant demand amongst their user
multiple markets secure in the knowledge that
base for business accounts, cards, and lending they are meeting compliance regulations.
products one or two years down the line.
By choosing a financial services partner with
By choosing the right financial services
a rich product suite, platforms leave the door partner, platforms can manage global
open for future expansion. compliance and integration with comparatively
little upfront investment, whilst smoothing
the way for future product development and
revenue opportunities.
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Platforms can collect, split, and pay out funds Airwallex handles global KYC requirements
globally and manage fund flows compliantly so platforms can focus on running their
without requiring PayFac registration. core business.
Like-for-like settlement enables platforms
Platforms can monetise payments
to collect and settle payments in the
by charging transaction fees for each
same currency to eliminate FX risk and payment processed or bundling payments
maximise revenue with other paid premium features.
Airwallex offers integration with multiple
PSPs, allowing platforms to manage
global settlement and payouts even when
using another primary PSP or multiple PSPs
across regions.
Airwallex enables
payouts to local payouts to instant payouts to
+ +
150 90
Countries Countries
+
60
Countries
Global Treasury
Platforms can enable their customers to efficiently collect, store, and distribute
funds worldwide with Airwallex’s powerful global treasury infrastructure.
Platforms can open currency accounts in 60+ Platforms can enable customers to hold funds
countries in their customers’ names, and allow in 20+ currencies, and collect and payout
customers to collect and distribute funds via funds in the same currency to avoid
direct debit, SWIFT, and local payment rails. unnecessary FX conversions.
Accounts come with local bank codes and
Airwallex offers interbank FX rates and
dedicated account numbers.
advanced FX features which enable platforms
Customers can payout to 150+ countries, to lock in rates for 1,000+ currency pairs.
including automated batch payments and
Platforms can earn revenue from markups
direct debits via API. Airwallex supports local
on FX and payouts, per transaction fees,
payout rails in 90+ countries and instant
and more.
payouts to 60+ countries.
60+
Countries
20 +
Currencies
+ +
90
Countries
60
Countries
Banking as a Service
Platforms can solve their customers' financial service needs and unlock new
revenue streams by natively embedding full-fledged financial capabilities, including
foreign and domestic currency accounts, physical and virtual cards, global funds
movement, and lending. Airwallex partners with a network of leading banks to offer
secure, reliable, and compliant financial infrastructure at a global scale.
Platforms can create local currency accounts Where platforms are able to offer loans
in their customers’ names in 60+ countries. to customers, they can access data to
Accounts come with local bank details. assess credit worthiness on an ongoing
basis, and programmatically sweep funds
Customers can hold funds in 20+ currencies
for repayments. Funds can be distributed
and convert currencies at interbank rates
to global customers instantly via payouts
Platforms can leverage the Airwallex BIN to or cards.
issue single or multi-use cards in 37+ markets
Platforms can monetise financial products
and white label with their branding.
in multiple ways, from interest collected on
lines of credit to markups on FX and payouts.
+
Create local currency
accounts in 60
Countries
+
Issue single or multi-use
cards in 37
Countries
Make payouts to
150+
Countries
Global Embedded Finance 22
05 | Case Study: Brex
The challenge
“
a mission to empower global businesses and
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Demo Co. US
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The challenge
“
solution which allows users to book travel
for its multinational customers. Through a and we’re excited to continue working
single API integration, Navan can streamline together as we bring more innovative
local top-ups, manage FX risk, and make fast features to businesses everywhere.”
Reimbursements
John Doe
Demo Co
recipient amount
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or marketplace in building
at a global scale.
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