Companies across industries are adopting or enhancing embedded payments as a way to improve the customer experience and create new sources of revenue. The collaborative survey by PYMNTS and Carat from Fiserv indicates a significant adoption trend in embedded payments, with 65% of marketplaces and ISVs planning to incorporate embedded financial products for payment acceptance within the next year. For those already offering payment capabilities, 75% are set to enhance their embedded financial products in the next 12 months. Luke Latham of Airwallex highlights the growing demand for seamlessly integrated financial services within the user experience, emphasizing the desire for interconnected and frictionless customer journeys. The accelerated adoption of embedded finance, particularly since the pandemic, reflects consumer preferences for anytime, anywhere transactions and has shown success across various business scales.