When we think about embedded finance one of the biggest opportunities is bringing financial services to vertical software companies. These software companies already have the relationship within their vertical and it often makes logical sense for them to add financial services as an add-on offering, as long as it is simple and easy to implement.My first guest of 2024 on the Fintech One-on-One podcast is Tom Bell, the CEO and co-founder of Maast (as in Money-as-a-service plus). They are a wholly owned subsidiary of Synovus Bank and have been in business for two years. They are bringing embedded payments acceptance and embedded banking to vertical software companies but doing it with the backing of a 130-year-old regional bank.In this podcast you will learn:Why Tom decided to come to Synovus and start Maast.The founding story of Maast.Why they decided to create a new brand rather than do it under Synovus.The suite of services that Maast provides todayWho they are working with today and their target market.Why software providers are a perfect match for embedded finance (see Tom's article here).The most interesting innovations in payments today.What is involved in integrating Maast into a software provider.How Maast stands out from other embedded finance providers.How they approach compliance requirements.Tom's view on the main trends in embedded finance that will be in play in 2024.How he thinks embedded finance is going to play out long term.Connect with Tom on LinkedInConnect with Maast on LinkedInConnect with Fintech One-on-One: Tweet me @PeterRenton Connect with me on LinkedIn Find previous Fintech One-on-One episodes