Forbes: Embedded Finance Is Fueling A $25 Bn BaaS Opportunity

Ask five people in banking what "banking as a service" (BaaS) is, and you’re likely to get five different answers—which is not as bad as if they all replied "huh?"

For all the discussion and confusion surrounding the concept, BaaS really comes down to being a distribution channel play. According to consultancy Oliver Wyman: "For a financial institution, BaaS is an opportunity to reach a greater number of customers at a lower cost. For the distributor, offering financial products opens up new revenue lines at attractive margins and can deepen its relationships with customers, and can then capitalize on cross-selling opportunities."

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