Lars Markull on Embedded Finance: the Good, the Bad, and What's Next
August 6, 2025
In this episode of Ventures from the Valley, host Victor Orlovski sits down with embedded finance expert Lars Markull to explore how non-financial companies can unlock new revenue streams by integrating banking services. They unpack successful case studies, common pitfalls, and the future of embedded finance across regions like Europe, the US, and Asia. From choosing the right infrastructure partners to aligning strategy with customer value, this conversation is a must-listen for business leaders, investors, and financial institutions navigating today’s digital economy.
In this episode of Ventures from the Valley, host Victor Orlovski sits down with embedded finance expert Lars Markull to explore how non-financial companies can unlock new revenue streams by integrating banking services. They unpack successful case studies, common pitfalls, and the future of embedded finance across regions like Europe, the US, and Asia. From choosing the right infrastructure partners to aligning strategy with customer value, this conversation is a must-listen for business leaders, investors, and financial institutions navigating today’s digital economy.
What you will learn:
- How to identify the three critical elements of embedded finance
- Why certain embedded finance implementations succeed while others fail
- The strategic framework for aligning your business for embedded finance integration
- How traditional banks can position themselves as infrastructure providers
- Why B2B embedded finance currently offers more promising opportunities
- How to navigate the complex partnership landscape between banks, infrastructure providers, and businesses
- The key factors driving successful embedded finance implementation
- How to assess and select the right banking partners and infrastructure providers e
- Why the customer value proposition must drive embedded finance strategy
- The future outlook for embedded finance across different sectors
Lars Markull is an embedded finance consultant and founder of Embedded Finance Review. With over a decade in fintech, spanning roles at Figo (open banking) and Weavr (embedded banking), Lars helps startups and scale-ups navigate the complex landscape of financial infrastructure. He offers hands-on support in selecting the right providers for payments, banking, and lending. Known for deep market research, strategic introductions, and practical insights, Lars empowers companies to build financial products that truly move the needle. Context is everything, and Lars delivers it.
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