Embedded finance revenue to reach $617 billion globally by 2031. Stripe, Adyen, Plaid, Marqeta and SoFi, are the top five embedded finance vendors.

A new study by global tech strategists Juniper Research forecasts that embedded finance revenue will reach $617 billion globally by 2031; up from $162.6 billion in 2026.

This 279% growth is being driven by increased access to eCommerce by consumers, regulatory standardisation supporting open finance, and high growth in the B2B segment. The report identified B2B as the fastest growing segment; increasing by 390% over the next five years, with rapid digitisation of B2B payments representing a significant opportunity.

Embedded finance is where platforms offer white-label, Application Programming Interface (API)-driven infrastructure that enables fintechs and non-financial platforms to embed payments, banking, lending, investment or insurance into their own platforms with minimal effort; giving users a seamless, branded financial experience.

Leaders Prioritising Vertical Specialisation

As part of the study, Juniper Research released its 2026 Competitor Leaderboard for Embedded Finance Vendors. The five leading vendors identified are: Stripe, Adyen, Plaid, Marqeta and SoFi.

Research Analyst Dr Manju Chhillar explains: “The leaders featured in our Competitor Leaderboard have demonstrated that vertical specialisation, rather than horizontal breadth, is what differentiates success in embedded finance. Stripe, Adyen, Plaid, Marqeta and SoFi have each developed purpose-built capabilities tailored to distinct verticals and use cases. It is this depth of expertise, not size alone, that gives fintechs and non-financial platforms the confidence to embed financial services successfully. Competitors must look to identify under-penetrated, niche verticals to gain ground in this highly competitive space.”

An extract from the report, Embedded Finance Market 2026-2031, is available as a free download.

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