Embedded finance races toward $588bn future as GCC bets on seamless customer experiences
As embedded finance rapidly moves financial services into everyday digital platforms, TP’s Bassel Wagdy tells us why customer experience, not just technology, will determine who wins in the GCC’s next fintech growth wave
15 May, 2026
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The global embedded finance market is projected to reach $588.49bn by 2030, underscoring the rapid transformation of financial services worldwide.
As embedded finance continues to reshape how financial products are delivered and experienced, Gulf Business spoke to Bassel Wagdy, CFO, GCC Region at TP (formerly Telepeformance), a global digital business services company specialising in customer experience management, in an exclusive interview on the growing role of customer experience in driving adoption and trust across the GCC.
How is embedded finance reshaping the financial services landscape today?
Embedded finance is reshaping financial services by moving them beyond traditional institutions and standalone channels. Whether it is shopping through an e-commerce portal, booking a trip, or engaging with a digital service, customers are increasingly encountering financial products as part of the overall journey rather than as a separate step. Think of how Careem or Noon now offer wallet and payment features natively within their apps, users never need to leave the platform to complete a financial transaction.
The rapid rise of BNPL schemes further illustrates this shift and its success has been driven by simple, transparent instalments, interest-free options, and instant approval at checkout, all embedded seamlessly into the purchase experience.
As e-commerce continues to grow across platforms like Noon and Amazon MENA, BNPL providers are also evolving beyond four-installment models to offer more flexible payment plans, reinforcing embedded finance as a core part of the digital economy. This evolution is fundamentally reshaping how value is delivered and experienced.
Beyond technology, what is driving the success of embedded finance?
Beyond technology, the success of embedded finance is ultimately driven by customer experience. The success of embedded finance rests not only on innovation but on how seamlessly these services are experienced by users. For example, Wio Bank in the UAE has embedded banking directly into accounting platforms like Zoho Books Fiskl, and Wafeq, allowing SMEs to automate reconciliation and manage cash flow in real time without switching systems, turning what was once a fragmented process into a seamless experience. That kind of integration is not a feature, it is foundational to how an entire segment of the economy operates day to day.
Experience now determines whether an embedded financial offering becomes a core enabler of trust and loyalty, or fades into the background as a disregarded feature. Across the GCC region, where high digital adoption meets evolving consumer expectations, this reality is coming into sharp focus.
How significant is the embedded finance opportunity in the GCC and globally?
The embedded finance opportunity is both significant and rapidly expanding, particularly in the GCC. According to Research and Markets, the MENA embedded finance market is expected to grow from $11.2bn in 2024 to $37.7bn by 2029. This growth is already materialising in the region. For instance, Tabby’s expansion into a full-service financial app in the UAE reflects how embedded finance players are scaling from single-use cases into multi-product platforms, capturing a larger share of the customer relationship. Look at what just happened with Tabby.
The Central Bank granted them a stored value facilities licence, which means they can now hold customer funds and offer spending accounts, cards, and money management on top of BNPL. That is not a small step. It tells you the regulator is comfortable letting fintechs evolve into full financial platforms, as long as the consumer protection piece is in place.
These figures reflect a fundamental reconfiguration of how people engage with money, and they reinforce the role of customer experience as the central lever in scaling these models effectively.
What has enabled the rapid evolution of embedded finance in recent years?
While embedded finance is not a new concept, its recent evolution has been driven by technological advancements. Financial services integrated into broader experiences have existed for decades in the form of co-branded credit cards, consumer financing plans, and bundled insurance offers.
What is new is the ability to embed these offerings into everyday digital journeys with ease, speed, and precision. This capability is made possible by advances in open banking, real-time APIs, and cloud-native platforms.
Today, a small retailer or startup can offer payment solutions, lending options, or micro-insurance within their digital interface with the same sophistication that was once exclusive to large financial institutions.
What operational challenges come with scaling embedded finance?
Scaling embedded finance introduces a new set of operational challenges for operational leaders. The biggest of these is ensuring consistency and simplicity across every customer touchpoint. In fragmented operating models, where front-end engagement is disconnected from back-end fulfilment, it becomes increasingly difficult to meet the expectations of users who demand real-time responsiveness, personalised interactions, and reliable service.
As a result, financial institutions and fintech platforms are increasingly moving toward unified operating models that integrate front and back-office capabilities into a single intelligent framework.
Why are unified operations critical to delivering a seamless customer experience?
Unified operations are critical because customer experience depends on seamless coordination across all touchpoints. It is a strategic response to the elevated expectations of digitally native consumers.
When a user signs up for a financing product, for instance, their experience is shaped not just by the user interface, but by what happens behind the scenes. Identity verification, document processing, compliance checks, and onboarding support all contribute to how the service is perceived.
When these functions are coordinated through a shared system that eliminates duplication and latency, the result is a smooth, confidence-building journey that reinforces trust.
What are the implications for financial leadership, particularly in the GCC context?
For financial leaders in the GCC, embedded finance has both operational and strategic implications. Customers do not distinguish between the platform and the financial provider, they expect fast, seamless, and contextual resolution. Delivering this requires tightly integrated service models that combine automation, AI-driven support, and human expertise. Fragmentation not only slows resolution but risks customer satisfaction and brand equity.
At the same time, financial operations must evolve. Processes such as collections, reconciliation, compliance, and risk management need to be fully aligned with customer journeys. When managed in silos, they create inefficiencies, duplication, and potential regulatory gaps. When integrated, they improve agility, resilience, and control.
For CFOs, this shift is significant. Embedded finance opens new revenue streams but also increases pressure on cost structures and risk frameworks. The focus moves from standalone products to seamlessly integrating financial capabilities into digital ecosystems, balancing growth with cost discipline, risk oversight, and end-to-end financial visibility. In my experience, this is exactly where things tend to break. Embedded partnerships look attractive on the surface — new customers, new revenue, low marginal cost. But once you go a layer deeper, the picture is more complex: acquisition cost through the host platform, revenue share economics, fraud and credit losses, the real cost-to-serve once automation and assisted channels are blended together — all of it has to sit on the CFO’s desk. Otherwise you end up celebrating revenue growth while margin quietly walks out the door.
What gives the GCC a competitive edge in embedded finance, and what will define success?
The GCC has a strong competitive edge in embedded finance, driven by its digital infrastructure and regulatory environment. With advanced digital infrastructure, a forward-looking regulatory environment, and a population eager to embrace innovation, the region is well-positioned to become a global reference point for embedded financial ecosystems. Yet, the true differentiator will not be the number of integrations or partnerships. It will be the consistency, clarity, and intelligence with which those integrations are experienced by end users. Embedded finance is not just a story about convenience or access. It is a story about trust. And trust is built not through features, but through experience. For institutions that aim to lead in this evolving landscape, the mandate is clear.
Customer experience is not a final layer to be added. It must be the foundation on which every operational decision is made, and every financial service is delivered.





















