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Taking Advantage
of the Embedded Investing Opportunity
Making investing accessible, contextual, and trusted through everyday platforms.
Investing is the next frontier of embedded finance.
Increasingly, investment journeys are appearing at the point of need – alongside spending, saving and budgeting – and within platforms that already play a meaningful role in customers’ lives.
This shift matters. For customers, it means more accessible and relevant investment experiences from brands they know and trust – addressing the UK’s long-standing investing gap by helping more people to invest, and invest well. For brands, meanwhile, it opens up new ways to deepen relationships and support customers over the long term.
And with the UK underperforming other G7 countries in retail investing with over £280 billion sitting idle in cash, the opportunity is enormous.
Inside the report
Emerging investors need better investing solutions
There is a substantial opportunity to mobilise idle cash into investment products with 3 in 5 UK savers avoiding investing because it feels too risky.
Brands are competing to win the next generation of investors
Firms can use embedded investing to address the historically underserved needs of UK investors, and tap into the 42% of investors who are aged between 18-35.
Leading brands are embedding investments in the UK and beyond
Monzo, Sidekick Money, Emma, and more are examples of brands bringing simpler, guided investment solutions to consumers in digital-first environments.
Investment-as-a-Service enables brands to embed investments
Intelligent, digital services are built on top of IaaS core infrastructure to enhance customer experience and deliver value through the entire stack.
How to embed investing successfully
Embedding investing successfully is not simply a product decision. It requires trust, regulatory clarity and tightly orchestrated partnerships.
What's next for embedded investing?
Still in its infancy, embedded investing will expand across sectors with hyper-personalisation and access to more asset classes. Here, we cover our predictions for the next 3-5 years.
Report contributors
Benjamin Ensor
Director of Research & Strategy, 11:FS
A Fintech Insider regular, Benjamin has more than 20 years' experience advising global FS firms about customer behaviour, market dynamics, and the impact of digital technology.
James Holmes
Chief Product Officer, Seccl
Before becoming CPO, James was one of Seccl's Product Managers, where he helped to shape and ship new account and portfolio management related tools and functionality.
Farah Ariyana
Industry Strategist,11:FS
As part of 11:FS' Research & Strategy team, Farah helps to drive change for our Ventures clients in the MENA region with her expertise in Islamic finance and regulatory innovation.
"Investing represents a massive untapped opportunity - for both brands and customers."
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