As embedded finance grows, how are you approaching the design challenges of integrating payment experiences into non-financial platforms while maintaining brand consistency and user trust?
JP Lips, CEO, DNA Payments Firstly, it’ s not only non-financial brands that are using embedded finance. Many financial services firms may not have the expertise or licensing to offer a particular service, so they’ re relying on an embedded solution from another provider rather than building it themselves.
With embedded finance, there are design challenges that come with the offering. That is partly about brand consistency, but also clearly signposting when a user is engaging with an embedded service. If an end user has an issue with an embedded service, for example, are customer service staff able to handle it? Or is there a separate customer support for the embedded offering?
On balance, it may be better to compromise on brand consistency if it’ s clearer to the end user who they are dealing with. Ultimately, nothing is going to destroy user trust faster than if they don’ t understand who is providing them with a financial service.
Arnon Borensztajn, Head of Enterprise Platform, PayU GPO We use a standardised, adaptable design approach that ensures the payment experience feels cohesive with the rest of the platform. This involves uniform layouts, consistent typography, and colour schemes that align with the brand’ s visual identity.
This, in conjunction with providing clear explanations on data usage and privacy policies, creates an embedded finance ecosystem that feels intuitive, familiar and like a natural extension of the platform.
124 May 2025