The capital becomes available on Hair Flair’s financial account they have through The Brush, without having to submit extra paperwork. This guide focuses on the financial services available to platforms through BaaS—beyond payment processing. If you’re interested in embedding online payments, you can read our introduction to online payments and learn how to monetize payments. You gain access to markets we already operate in as well as new ones as soon as we add them to our offering. So you can have consistent product offerings, no matter where your users are located. To fight back, some incumbent financial institutions are spending billions of dollars to digitize their existing business models.

  • Fidor’s mobile banking app covers everything from a standard account and card operations to loans and crypto investments.
  • A BaaS provider enables platforms to add even more financial services to their product.
  • The decomposed banking services (FinTech SaaS) are in essence, plugged into this layer.
  • Platform banking is a feature that some chartered banks offer their customers.
  • While BaaS providers use a closed architecture, platforms are all about sharing APIs with customers.

Today, they can provide their SMB users with financial services that only banks have traditionally offered, without becoming a bank themselves. We believe that BaaS will bring together digital technology platforms and finance to change the shape of economies and most sectors for years to come. BaaS is a clear opportunity for financial institutions to capture new revenue growth at a low cost. Also, a BaaS business is scalable and agile, making it particularly suitable for entering new markets and then expanding. For distributors, it is an opportunity to open new revenue lines at attractive margins and gain a much deeper understanding of consumer behavior through financial data. For a financial institution, it is an opportunity to reach a greater number of customers at a lower cost.

BaaS and embedded finance

“BaaS,” or “banking as a service,” is a business model where licensed banks allow their data and digital services to be integrated, via APIs, into the products of other types of businesses. That allows those businesses to offer banking services without needing financial regulation and oversight. Many banks, sensing the current digital trends, started offering their own BaaS platforms that enable direct access for fintechs and other businesses through APIs. Such an approach creates a competitive advantage for these more traditional financial institutions in a market where novel fintech startups emerge constantly. The simplest option is to use one solution that offers both payments and BaaS services. This significantly reduces the complexity required to go to market and scale your offerings, lowering internal cost.

That includes services like taking out loans for car purchases or rentals, as well as cashing out trip earnings or cash-back rewards at automotive-oriented businesses. There are already several examples of banking as a service being used by well-known businesses. Here are some prominent instances of banking as a service companies partnering with big players in other industries to create innovative new financial products. Open banking is a scenario where a non-bank receives the customer’s data from a financial institution via an API, but no banking services are provided.


This partnership allows them to leverage the bank’s regulatory licenses, systems, and expertise. Embedded finance refers to the incorporation of financial products and services into non-financial platforms, What is BaaS like e-commerce, social media, or mobile applications. In essence, this enables non-financial businesses to provide financial services to their customers through collaborations with financial institutions.
What is BaaS and how does it work
The functionality lets companies offer targeted financial products or services that meet their customer’s needs and preferences. For non-financial companies, embedded finance offers the possibility of generating additional income. Financial services such as payments, lending, or insurance can allow firms to earn extra income from transaction fees, interest, or other revenue-sharing business models. It can help firms to increase profitability and capture a larger share of the customer’s wallet.

Does Metallic offer backup as a service?

In 2021, the transaction value of embedded finance (including BaaS) topped $2.6T, with hundreds of platforms participating. Based on our experience, these are some of the best use cases for banking as a service. Essentially, BaaS is a licensed bank lending out connections to its data and functionalities to non-financial businesses for a fee. We provide companies with senior tech talent and product development expertise to build world-class software.
What is BaaS and how does it work
With cloud adoption, backup evolved from its traditional role as simple copying of data to a remote location into a more sophisticated data protection and business continuity approach. Take one established, medium-large global bank with between $300 billion and $400 billion in assets in Asia. In this case, customers are directed to their online banking login to verify details. It helps to enhance security, reduce fraud, and improve the efficiency of the checkout process. Banking as a Service (BaaS) involves a comprehensive process utilized by digital banks and third-party entities. The main goal of it is to establish a connection between their business infrastructure and a bank’s system through APIs.

For example, say a technology startup arranges to pay for a tech subscription using their AngelList Stack account. Although AngelList makes bank accounts and payments available to their customers, they’re not a bank. So AngelList collects those instructions from their customers and passes them along to their bank partner. In this section, we’ll review how tech companies partner with banks to make the banks’ financial products available to their customers. Uber is making it easier and more attractive for people to make money as ride-sharing drivers, thanks to BaaS. By partnering with Barclays Bank and Fintech company Green Dot, Uber has turned its app into a financial management hub for its drivers.
What is BaaS and how does it work
As the financial services industry evolves, more consumers demand a seamless customer journey. From e-commerce platforms that offer single-touch payments to retailers that store customer data for easy checkout, financial technology is the future of banking. Banking as a Service (BaaS) — sometimes called Banking as a Platform (BaaP) or banking Software as a Service (banking SaaS) — enable businesses to offer financial products by matching them with bank partners. That could mean a more comprehensive integration, where an entire app is based around accounts; or it could be more peripheral, such as making it possible to just view bank account info from within the app.