The fintech industry has spent the last decade obsessing over seamless experiences and bringing financial products inside the tools that consumers were already hooked on. Instant approvals, one-click funding, and frictionless onboarding became the benchmarks of success. And for good reason; they removed friction that had frustrated their customers for generations.

But here’s what we’re learning as embedded finance matures: The consumers and businesses that use embedded financial products repeatedly and stay loyal to their platforms are not just staying for the technology and platform. They’re staying because when they need it, they’re able to get help from people who understand the product, can anticipate their issues, and guide them through decisions that carry real financial weight. It’s not just the technology that is required to win, but the right level of service also.

Embedded fintech puts financial services directly inside the software people already use to manage their everyday life or business. Here’s why the human element matters from day one. Say you’re a restaurant owner looking to apply for capital through your point-of-sale system. When a business owner needs to understand their costs, their options, and whether it makes sense........

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