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“In 2025, artificial intelligence will firmly establish itself as a key player—not as a passing trend, but as a critical tool designed to enhance return on investment through applications such as fraud detection, personalized customer experiences, and improved operational efficiency,” states Ugne Buraciene, Group CEO at payabl.
“While AI can fortify business defenses, it can also empower fraudsters. To stay ahead of the curve, companies will need more than just the latest tech.”
The move towards instant payments brings both opportunities and obstacles. Over half of payment companies anticipate that instant payments will significantly impact the industry, but only about 25% feel the sector is ready for the SEPA Instant deadline set for January. (SEPA Instant allows for real-time transfers among European bank accounts.)
Growth of Embedded Finance
The possibilities for embedded finance are largely unexplored, especially beyond traditional payment methods.
This sector is set to expand in retail and hospitality, where businesses are beginning to weave financial services into their offerings. The healthcare and construction industries are predicted to follow suit in 2025.
Access to funding through embedded finance is emerging as a promising area of growth. Small businesses, which have often been sidelined by conventional lending practices, are increasingly seeking support from trustworthy digital platforms for financial solutions. This includes everything from short-term cash flow assistance to long-term funding for growth.
For platforms that provide these services, embedded finance not only builds customer loyalty by addressing genuine needs but also acts as a significant revenue enhancer.
The success of these initiatives hinges on how effectively financial services can be integrated into existing business workflows.
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