The Platform Shift: How Embedded Finance is Redefining the Role of Banks
Embedded finance is no longer just a technology trend – it’s a strategic transformation that moves banking from isolated channels to platform-based ecosystems. It’s the bridge to platform banking – the future where banks act as enablers in interconnected digital experiences.
As we move deeper to 2026, banks are being challenged to redefine their role in a platform-driven economy where financial services are delivered seamlessly, often invisibly, through ecosystems beyond traditional banking channels.
This article draws on insights from the Mobey Forum report Embedded Finance: A Strategic Roadmap for Banks (June 2025), co-led by Pål Krogdahl, Director of Advisory Services at Samlink, and expands on Samlink’s perspective on how banks can navigate this transformation.
Recent industry analysis by Kyndryl also highlights how innovation and platform strategies are reshaping financial services.
The Three Strategic Roles for Banks
“Banks can no longer afford to be passive infrastructure providers. They must choose their role in the ecosystem and build the capabilities to support it,” says Pål.
- Producer
Banks operating as producers expose their financial products and services through APIs. This model, rooted in open banking, focuses on scale and efficiency. Banks provide the infrastructure, while third parties own the customer interface.
“This is often the easiest entry point into embedded finance, but it comes with the risk of becoming invisible to the end customer,” Pål explains.
Opportunities include scalable distribution, low entry barriers, and monetization through API usage. However, risks such as brand dilution, margin pressure, and the dumb pipe effect must be carefully managed.
- Distributor
In this model, banks curate and distribute a bundle of financial and non-financial services through their own channels. The goal is to deepen customer relationships and increase loyalty.
“Done well, this model can significantly increase customer stickiness, but if you try to be everything to everyone, you risk becoming a mediocre super app,” says Pål.
This approach allows for stronger engagement and cross-selling but requires careful orchestration to avoid complexity and regulatory pitfalls.
- Orchestrator
The most advanced model, where banks build and manage a platform ecosystem that connects producers, partners, and consumers. This role requires robust governance, technical infrastructure, and a clear value proposition.
“Becoming an orchestrator is not for the faint of heart,” Pål notes. “But it offers the greatest potential for long-term relevance and ecosystem leadership.”
While the rewards include network effects and diversified revenue streams, the challenges are significant: high complexity, long-term investment, and competition from BigTech.
Choosing the Right Role
Not every bank needs to become an orchestrator. The right path depends on:
- Customer base and expectations
- Technological maturity
- Strategic partnerships
“Don’t try to be everything to everyone,” Pål advises. “Choose your role, align your capabilities, and execute with focus.”
Success also requires more than APIs–it demands agile transformation, modernization of legacy systems, and a relentless focus on customer experience.
How Samlink Supports the Journey
Samlink helps banks assess their readiness and define a role that aligns with their strategic goals and operational realities.
Samlink’s Advisory Services are designed to guide banks through the embedded finance transformation. The offering includes:
- Strategic role definition and roadmap development
- Legacy system modernization and API-first architecture design
- Platform enablement and ecosystem integration
- Regulatory compliance and risk management
“We work with banks to not only define their role but to build the capabilities and partnerships needed to succeed in it,” says Pål.
Why Acting Now Defines the Future of Banking
Embedded finance is not just a technology trend – it’s a business model transformation. Banks that define their role and act decisively will thrive in the platform economy. Those that hesitate risk becoming invisible.
Kyndryl’s Future of Finance perspective underscores this urgency, showing how banks that innovate today will lead tomorrow.
Want to explore your bank’s strategic role in embedded finance? Reach out to Samlink to start the conversation.