Embedded Finance Consumer Study 2024
How consumers access financial services
The way in which consumers access financial services is rapidly evolving. Services are being unbundled, re-bundled and embedded in new or non-traditional channels, creating opportunities for both financial and non-financial providers.
Conducted by leading market research and consulting firm Ipsos, this extensive, global survey report assesses the appetite and needs of 4,500 consumers across 10 countries for embedded financial services, identifying consumer perception of existing financial service providers and their offerings, current unmet needs, and the willingness to consume embedded finance propositions through any brand, including non-financial firms.
What’s inside the 2024 study
- The research uncovers clear signals for financial institutions and brands:
- 62% of consumers are open to switching financial providers, driven by cost, convenience, and product innovation
- Trust remains high in traditional banks, but 71% also trust regulated products from digital-first providers
- 63% of respondents want investment advice, yet only 39% received any in the past year
- Preferences for advice vary: only 24% prefer fully digital models, with the majority favoring hybrid or advisor-led formats
- Younger and tech-savvy markets like Indonesia and the UAE show the strongest appetite for embedded services
These insights show embedded finance is no longer optional. It’s an expected feature of modern financial services—across wealth, credit, insurance, and pensions.
Download the full report to explore regional trends, shifting expectations, and how to build services that consumers actually want.
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