In a move to make financial interaction simple for customers, financial services now come bundled into non-financial platforms online, called “embedded finance.” This is not a new concept. It has played an important part in the growth of India’s online businesses for some time. Most platforms that demonstrate this well are direct-to-consumer (D2C) and business-to-consumer (B2C) platforms. Once you open any app on your phone, whether it’s fashion, food, bill payment, or astrology, you have a wide range of payment options at the checkout. You could make payments through UPI, wallets, net banking, or even opt for EMI and Pay Later options.