Growth gurus Sarah Hinkfuss (Partner) and Tina Dimitrova (Associate) from Bain Capital Ventures are our special guests as we continue our new series offering listeners a deep dive into embedded finance! How do you define it, benefit from it, leverage it, and determine whether or not it’s a viable option for your business? Not to mention, just how big can this industry get and why is it continuing to see such rapid growth? These are some of the questions Sarah and Tina help us answer. First and foremost, how does one of the world’s leading private investment firm actually define embedded finance? According to Tina, embedded finance is defined as any financial exchange whereby a non-financial institution offers financial services made possible by a financial services company. Some examples she gives of industry leaders that fit this definition include Toast, Shopify, and bill.com. Also worthy of mention is, according to Sarah, each one of these recognizable brands started as pure play software but now have more revenue coming from the financial services they’ve embedded.So, why has embedded finance taken off and scaled so rapidly? And, more importantly, why have payments led the charge when it comes to all the offerings under the embedded umbrella? Sarah chimes in with the top 4 reasons why payments have come first, as well as a list of contenders we have in line for the embedded space beyond just payments. Spoiler alert: Lending is the next runner up!Tune in to hear about all things embedded finance, including just how big this already $7 trillion industry is projected to grow. We also discuss the Holy Grail of embedded insurance, the various reasons why banks will be forced to participate in the embedded ecosystem, and why the strength of fintech is also its shadow.