As embedded finance continues to gain momentum globally, Bahaa Abdul Hussein feels financial services and fintech companies looking to scale must consider how to adapt their offerings for different markets. While the core premise of embedded finance – integrating financial services into non-financial ecosystems – remains constant, effectively implementing it across regions requires an understanding of the local context. Below are some key considerations for localizing embedded finance products and services.
Understanding Local Regulations
One of the first steps is researching local financial regulations, which can vary greatly by region. For example, in the EU, PSD2 and Open Banking have created a more regulated infrastructure for embedded finance. In contrast, regulations in many Asian markets remain nascent. Other considerations include data privacy regulations, KYC/AML requirements, and licensing. Partnering with local experts can help navigate unknown compliance and regulatory territory.
Tailoring The Product
Embedded finance products cannot be one-size-fits-all. Companies must assess the unique needs and financial behaviors in each market. What are the most common financial pain points locally? How do people manage their finances day-to-day? This market intelligence should inform how offerings are tailored. For instance, in many Asian markets, accessing credit is a major challenge, so embedded lending solutions could be impactful. Local fintech competitors can provide insights into product-market fit.
Optimizing The User Experience
The user experience must also resonate locally, down to visual design. Simplicity and intuition are universally good principles. But things like color palettes, iconography, and interface layouts may require localization. Conducting user testing with local focus groups can uncover UX/UI improvements and pinpoint any confusing user flows. Onboarding and educational content should also be optimized for local needs. Furthermore, supporting local languages is key.
Integrating Local Payment Methods
Enabling familiar, trusted payment methods is critical for driving the adoption of embedded financial products. Solutions like card payments and bank transfers must be adapted at the country level. Local alternative payment methods – whether bank transfers, e-wallets, or cash vouchers – should be integrated based on popularity. Partnering with local payment processors can streamline supporting local payment rails.
Building Local Partnerships
The ecosystems into which financial services are embedded must also have local relevance. Strategic partnerships with trusted local brands allow embedded finance companies to integrate into these ecosystems deeply. For example, embedding lending into a top local e-commerce platform can help drive adoption. Collaborating with leading local financial institutions also builds credibility. These local partnerships provide the distribution channels and brand trust for reaching new markets.
Creating Cultural Relevance
Lastly, branding, marketing, and communications must resonate with local cultures. From websites to ad campaigns, materials should reflect local aesthetics and tones. Testimonials and customer stories should feature relatable local users, not generic stock imagery. When expanding, what engages an audience in one culture may fall flat elsewhere. Working with local agencies and creatives helps craft culturally relevant experiences.
While embedded finance presents an opportunity to deliver financial inclusion globally, companies must reject a one-size-fits-all mindset. Taking the time to understand local landscapes is crucial. Regulatory and product adaptation, UX localization, strategic partnerships, and cultural relevance ultimately allow embedded finance to make a global impact. With careful localization, embedded finance can expand financial access in markets worldwide.
The blog was written by Bahaa Abdul Hussein and is being published by the editorial board of Fintek Diary. For more information, please visit www.fintekdiary.com.
