Airwallex + NewtonX Decode How to Scale Embedded Finance

Only 6% of executives found their embedded finance adoption met expectations. Airwallex and NewtonX tackle the challenges head-on, gathering insights from senior leaders with experience in implementing embedded finance.

Airwallex aims to provide clear guidance on embedded finance with real-world insights

Embedded finance—where companies integrate financial services directly into their platforms—is projected to exceed $600 billion by 2025, according to EY forecasts. Yet adoption remains complex. Companies face steep technical and regulatory challenges, often slowing implementation and limiting its potential to streamline transactions and open new revenue channels.

Airwallex, a global payments platform, partnered with NewtonX to decode embedded finance’s potential and pitfalls. Their research tapped senior leaders who successfully tackled integration complexities and regulatory hurdles, delivering practical guidance for firms considering adoption.

Survey of 200 senior leaders provides key insights into embedded finance adoption

NewtonX surveyed 200 senior business leaders—from Director-level to C-suite—actively implementing embedded finance across SaaS and eCommerce sectors. This four-continent study captured insights from finance, product, and technology decision-makers on implementation challenges and strategies.

Key Findings:

• Customer experience drives adoption: 78% prioritize embedded finance for seamless transactions; 71% link it to increased customer loyalty
• New revenue opportunities: 65% leverage embedded finance to create revenue streams through digital wallets and credit services
• Market necessity: 36% view embedded finance as essential for market competitiveness
• Implementation challenges: Legacy system integration (43%) and regulatory compliance (25%) emerge as top barriers

We chose NewtonX to ensure our findings reflected genuine market experiences. The data from leaders actively building in this space moved us beyond theory to practical truth.”

Andy Luo

Director of Revenue Strategy at Airwallex

Airwallex and NewtonX uncover reality of and path forward for embedded finance adoption

Airwallex released Scaling Embedded Finance: Your enterprise guide to success, a report revealing that while embedded finance promises significant benefits, implementation requires careful navigation of technical and regulatory hurdles. 

“This research exposes the gap between embedded finance expectations and reality,” said Ravi Adusumilli, Executive General Manager, Americas at Airwallex. “While 78% of companies prioritize it for customer experience, 93% saw adoption fall short of forecasts. Understanding these dynamics is crucial for success.”

“Embedded finance isn’t just about convenience; it’s redefining how businesses connect with customers and drive revenue,” said Andy Luo, Director of Revenue Strategy at Airwallex. “We chose NewtonX to ensure our findings reflected genuine market experiences. The data from leaders actively building in this space moved us beyond theory to practical truth.”