This report uses the CB Insights TECH Framework to rank embedded finance markets based on current commercial readiness and momentum.
Increasingly, consumers and businesses alike expect transactions to be fully digital and frictionless.
To meet this demand, businesses across industries are embedding financial tools — from buy now, pay later (BNPL) to insurance distribution — into their platforms. Integrating these financial services can help not only improve customer engagement, but also drive new revenue streams and loyalty in the process.
To help strategy teams prioritize embedded finance markets in their planning decisions, we plotted markets using CB Insights’ TECH framework, which scores markets across 2 dimensions:
- Market maturity — This assesses the commercial readiness of technologies in a given market using 30+ signals including patents, year founded, headcount, and Fortune 500 business relationships. Markets on the far left of the X-axis are in early stages of maturity, while those to the far right are already serving a significant share of the total addressable market.
- Startup momentum — Measures private market activity as a signal of the degree of overall market dynamism & growth potential. It is calculated using the average Mosaic score. Signals include number of startups, investor quality, startups’ management team experience, and startups’ financial health.
The degree of market maturity and startup momentum suggests 1 of 4 planning approaches:
- Track: Nascent markets to put on the roadmap.
- Experiment: Newer markets that are gaining traction quickly. Consider for pilots or evaluation.
- Champion: Major markets that are still expanding to new areas. Continue to prioritize.
- Hold: Established markets that are less dynamic. Hold off on immediate action.
For a complete breakdown of these markets — including key signals and placement rationale — download the full report using the left-hand sidebar.
Want to see more research? Join a demo of the CB Insights platform.
If you’re already a customer, log in here.
