Embedded finance – financial products distributed through non-financial platforms – is one of the most significant transformations in financial services. Lending, insurance, payments, and investment products embedded into e-commerce platforms, ride-hailing apps, enterprise software, and healthcare platforms are creating new distribution channels that bypass traditional financial institution relationships. Embedded finance technology providers, banking-as-a-service platforms, and financial API companies are all evaluating new market entry opportunities as platform businesses across Southeast Asia, South Asia, and the Gulf seek to monetise their user bases with embedded financial products. GreyRadius helps embedded finance businesses validate platform demand, navigate regulatory requirements, execute GTM plans, and raise capital.
Why now? Southeast Asia's super app ecosystem has demonstrated that embedded finance can achieve extraordinary scale – Grab Financial and GoPay have each built multi-billion-dollar embedded finance businesses on ride-hailing distribution. Platform businesses across the region are now seeking embedded finance partners. The embedded finance infrastructure companies that establish platform partnerships in 2024–2027 will power significant financial services volume.
Global embedded finance market is projected to reach $384B by 2029 – growing at 25% annually as non-financial platforms across e-commerce, ride-hailing, healthcare, and enterprise software all add embedded financial products.
Embedded lending is growing fastest – buy-now-pay-later, merchant cash advances, and invoice financing embedded in commerce and B2B platforms are the largest and fastest-growing embedded finance categories.
Banking-as-a-service is enabling non-bank embedded finance – BaaS providers that supply the regulated banking infrastructure enable non-financial platforms to offer current accounts, cards, and payments without obtaining bank licences.
Enterprise embedded finance is growing significantly – ERP, HR, and procurement software companies are embedding financial products including payroll cards, supplier financing, and expense management into their platforms.
If you recognise your situation below, we can help.
Platform buyer demand validation
You need to validate which non-financial platforms are actively seeking embedded finance partnerships and what products and revenue sharing models they require.
Regulatory licence and partnership structure pathway
You need to understand embedded finance regulatory frameworks, BaaS licence requirements, and partnership structures that enable financial product distribution through platforms.
GTM for an embedded finance platform
You have a BaaS infrastructure, lending API, or insurance API and need a go-to-market strategy covering platform partner acquisition.
Raising capital for an embedded finance venture
You are raising investment and need a pitch book grounded in platform partner demand data and financial product market sizing.
Platform distribution partner identification
You need to identify e-commerce platforms, super apps, and enterprise software companies as distribution partners for your embedded finance products.
Competitive intelligence
You need to understand how competing embedded finance providers are positioned and winning platform partnerships in your target market.
Every engagement is grounded in primary research and delivers a measurable outcome.
Validate platform demand for embedded finance in a new market. Covers platform product and partnership interviews, regulatory mapping, competitive analysis, and a Go/Defer/Kill recommendation.
Learn more →Full financial and operational feasibility for embedded finance platform investments. Covers platform partner demand modelling, take rate analysis, regulatory cost, and investor-ready projections.
Learn more →End-to-end market entry for embedded finance companies. Regulatory pathway, platform partner ICP, and first-partnership or first-embedded-transaction milestone.
Learn more →Embedded GTM team for BaaS and embedded finance platforms. Platform outreach, enterprise software pipeline, and first-revenue milestone tracking.
Learn more →Investor-ready pitch books for embedded finance ventures. Platform-demand-validated market sizing, take rate economics, and investor identification.
Learn more →AI use-case prioritisation in embedded finance – from real-time credit decisioning and fraud detection to personalised embedded product recommendation and automated compliance monitoring.
Learn more →80% of our insight comes from first-party interviews with buyers, competitors, and regulators – not secondary data that everyone else has.
Our AI layer compresses research timelines by 60% and surfaces pattern-matching from 200+ prior mandates – so you get faster, deeper answers.
We measure success by first contracts signed, capital raised, and markets entered – not deliverables produced. Every mandate has a milestone.
200+
Projects delivered
100+
SaaS & tech clients
80%
Primary research-led
4
Countries / offices
Not sure where to start?
Answer 3 questions about your business stage and market entry goal. Takes 90 seconds. We will tell you which GreyRadius service applies and what a first engagement would look like.
Free. No commitment. No sales pitch in the first call.
100+
mandates delivered since 2017
30+
primary expert interviews per engagement
4
geographies – India, Gulf, Southeast Asia, Africa
8+
years of emerging market engagements
What clients say
“
The 80-interview research programme was the most valuable thing we did before Series A. We walked into investor conversations knowing our ICP, our win reasons, and our product roadmap – all evidence-backed.
“
GreyRadius gave us the market intelligence we needed to enter GCC with confidence – validated KOL contacts, distributor shortlists, and a regulatory timeline that was 30% faster than our original estimate.
BFSI · Market Entry
BFSI · GTM Execution
BFSI · Opportunity Assessment
All segments. We work with BaaS providers on market entry and platform GTM, embedded lending companies on market entry and fundraising, and embedded insurance companies on GTM and market entry.
Southeast Asia, South Asia, and the Gulf – markets with large platform businesses seeking financial product monetisation.
Typically 6–10 weeks for platform demand research, regulatory pathway mapping, and market entry strategy.
Yes. Platform partner identification and initial commercial conversations are part of our GTM Execution-as-a-Service.
GreyRadius research notes, market entry signals, and sector briefs – delivered weekly. No fluff.
Not sure which engagement fits? Take our free 2-minute diagnostic →
When you get in touch
Discovery call
30 minutes. We learn your situation. You learn how we work.
Within 48 hours
Engagement scoped
Scope, research plan, and outcomes agreed before work begins.
Week 1
Primary research
30+ expert interviews. Buyers, regulators, distributors, competitors.
Weeks 2–5
Recommendation delivered
Go/Defer/Kill with the primary evidence your board needs to act.
Week 6–8
Choose the option that matches where you are right now. No commitment required at any stage.
Starting out
Run our free diagnostic
Answer 3 questions about your situation. Get a personalised service recommendation in 90 seconds.
Start the diagnostic →Evaluating options
See how we structure an engagement
Download our one-page overview – scope, timeline, deliverable format, and what primary research produces.
Request the overview →Ready to start
Book a 30-minute call
Speak with a GreyRadius partner. No pitch – we will tell you what primary research in your sector and market would actually reveal.
Book the call →Typical first response within 4 business hours.
