The use of financial means or products/ services — such as lending and credit extension, payment processing, etc.— by non-financial entities. For example, embedded finance may involve non-financial entities providing their customers with access to credit through their technology platforms. Embedded finance is an industry trend where any firm can become a FinTech provider by embedding (incorporating) financial offerings, that used to be confined to traditional financial institutions, such as banking, credit, payments, insurance and investments in its digital channels.