<h1>Banking and finance have always been highly centralized in their hierarchy, their business model and their information system, but in the digital age, in order to avoid Bill Gates’ 1994 prophecy that banks would become obsolete, the industry requires modification and innovation.</h1><p>&nbsp;</p><p>With the explosion of digital channels and apps powered by APIs, modern generations no longer visit their local banking branch for their financial needs. We want to access banking services not where they are, but where <i>we</i> are. It is up to the bank to adapt to modern, multichannel customer journeys. This new demand, combined with the emergence of innovative software technologies, is creating a fresh form of finance that is embedded and decentralized through APIs that allow your bank services and your data to end up on third-party applications.</p><p>&nbsp;</p><p>Thanks to these interfaces, banks and insurers can export their services to other customer journeys and find themselves not only on their own mobile application, but in a trove of outside platforms. Applications for things like vehicle purchasing or real estate agencies that assist in making rental or purchase offers, e-commerce websites that allow consumers to pay on credit at the time of purchase and a multitude of other customer experiences exist outside of the banking world, yet they benefit immensely from banking services. Because of this, the economy of banking and embedded finance is estimated at nearly $7.2 trillion – more than two times the current banking market creating a monumental opportunity for both traditional players and Fintechs. <strong>At apidays London, we explored how APIs enable incumbents to surf on embedded finance.</strong></p><h1>&nbsp;</h1><h1><a target="_blank" rel="noopener noreferrer" href="https://apidayslondon.virtualconference.com/#/agenda"><strong>EXPLORE THE AGENDA</strong></a></h1><p>&nbsp;</p><p>&nbsp;</p><figure class="image"><img src="https://res.cloudinary.com/ideation/image/upload/w_870/fw2xfc3xsymqexu5eitg.png"><figcaption>Apidays LIVE London 2020 is powered by <a target="_blank" rel="noopener noreferrer" href="https://www.tesobe.com/">TESOBE </a>&amp; <a target="_blank" rel="noopener noreferrer" href="https://www.openbankingexcellence.org/">Open Banking Excellence</a></figcaption></figure>