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Embedded finance directly integrates financial services like payments, lending, insurance, or investments into non-financial platforms or applications. This allows businesses outside traditional financial institutions to offer these services within their existing products, creating a seamless user experience. For example, a retail app might offer financing options at checkout without requiring customers to go through a separate bank or lender. Embedded finance aims to make financial services more accessible, convenient, and tailored to specific user needs, often enhancing customer engagement and generating additional revenue streams for the businesses involved.