A preview of the agenda at this year Money 2020 confirms it: embedded finance is no longer a side conversation, it’s a central strategy for platforms that are serious about serving SMBs.

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SaaS platforms have always positioned themselves as more innovative and forward-thinking than the incumbents they seek to disrupt. In 2025, that innovation is increasingly coming from outside their core offerings — by embedding financial products.

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Platforms that integrate capital, payments, wallets, and other financial services directly into their user flows are already retaining merchants and boosting their platform revenue generation. Those still relying solely on singular product offerings are leaving both money and customers on the table.

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According to Accenture, 47% of non-bank platforms like e-commerce, payments and delivery applications are planning to offer embedded finance to increase customer retention and lifetime value.

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And nowhere is this shift more evident than at this year’s Money20/20, taking place 3–5 June in Amsterdam.

Money20/20 Europe: Our top picks for 5 must-see sessions

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• The Future of SME Finance, Tue 3 Jun, 10:55, Na.i.ture Stage. Xero & NALA unpack how AI and automation will reshape lending for small businesses.

• The Multi-Trillion-Dollar B2B Embedded Payments Opportunity, Tue 3 Jun, 11:45, Summits Stage. Zooms out to show the revenue scale in payments.

• Adyen & Fresha: The Invisible Engine Behind SMB Success, Tue 3 Jun, 16:55, MoneyPot Stage. A payments giant and SaaS vertical reveal their super-app blueprint.

• The Future of Credit, Wed 4 June, 10:35, Na.i.ture Stage. YouLend partner Plaid & Affirm debate what next-gen embedded lending looks like (and how to build it).

• The €1.6 Trillion Opportunity: Can Innovation End Digital Exclusion?, Tuesday 3 June, 14:10, MoneyPot Stage. Sumsub and TechCrunch explore the potential of new solutions to bring excluded groups into the financial ecosystem.

Heading to Amsterdam? Get in touch with the YouLend team on the expo floor or message us through the Money20/20 app. Our team is ready to discuss all things embedded finance and how to turn your platform into an SMB growth engine.