In a new commentary for Digital Transactions Jifiti CEO Yaacov Martin explores how embedded lending is transforming the payments stack—from digital wallets to checkout flows—by enabling real-time, personalized financing exactly where and when it’s needed.
Martin argues that this shift isn’t just about competing with fintechs or issuing cards. It’s about who owns the customer relationship—and how banks can reclaim their place by embedding white-labeled lending into everyday platforms.
From new use cases like healthcare and SMB cashflow to evolving regulations and the role of APIs, this article breaks down why embedded lending is no longer a nice-to-have, but a strategic imperative.
Read the full piece to discover why embedded lending is redefining financial access—and how banks can lead the charge in Digital Transactions
