Embedding fintech services into non-financial platforms and super apps: opportunities and risks for traditional players

The article examines the growing trend of embedding fintech services into non-financial platforms and super apps, analyzing the opportunities and risks this trend poses for traditional financial players. Integrating financial services into frequently used platforms opens up opportunities for expanding reach, increasing user engagement, and personalizing services based on data. However, it also creates challenges related to brand dilution, regulatory compliance, data security, and dependency on third parties. To successfully navigate this new ecosystem, traditional players must adapt, innovate, and strategically collaborate with non-financial platforms and super apps.