On February 26, Marqeta kicked off its 2025 Embedded Edge event series in San Francisco, bringing together leading minds in payments, embedded finance, and fintech innovation.
Hosted at Hawthorn SF, the evening combined insightful discussions, exclusive networking opportunities, and hands-on experiences designed to inspire and engage.
A time of innovation
A highlight of the night was a rapid-fire panel discussion, moderated by Ian Hopping, VP of Sales at Marqeta. Featuring Sarah Dulski (Senior Director, Product Design), Fouzi Husaini (Chief Technology & AI Officer), and Rasik Krishna (Senior Director, Product Management, Flexible Payments), the conversation explored the biggest trends shaping embedded finance in 2025 and beyond.
The speakers examined how financial innovation today—driven by new technologies, UX advancements, and flexible payments—is reshaping the way businesses and consumers interact with money.
Key takeaways
1. User experience is a differentiator in embedded finance
"Those who do it really well make payments feel like a natural part of the ecosystem." – Sarah Dulski
Sarah emphasized that seamless, intuitive, and effortless payment experiences are key to enhancing the customer experience – noting that even in the past few years, there have been major advancements in reducing the friction of digital transactions. When the end-user experience is executed well, with personalized and relevant touchpoints, payment flows feel like a natural part of a brand’s ecosystem.
Marqeta is at the forefront of this evolution, helping to enable customers to iterate and innovate quickly—turning ideas into working proofs of concept rapidly. One example of this innovation is Marqeta’s UX Toolkit, designed to empower businesses to build customized payment experiences in an accelerated manner.
2. The rise of hyper-personalization
Personalization has always been part of the purchasing experience, as Fouzi illustrated. One hundred years ago, brick-and-mortar stores offered the charge account—where local store managers knew their customers personally and tailored payment plans accordingly.
In 2025, hyper-personalization will be fueled by advancements in machine learning, using real-time data to select the right rewards, BNPL provider options, and credit products for each user.
3. Flexible payments: Beyond Buy Now Pay Later 1.0
"BNPL 1.0 was about deferred payments. BNPL 2.0 is about going beyond the checkout and enabling transactions where users choose to pay flexibly, including rent, utilities, or subscriptions." – Rasik Krishna
Consumer expectations around BNPL have evolved. Rasik explained how BNPL has progressed from offering deferred payments at checkout to being integral to financial planning. Consumers are now using BNPL for rent, utilities, and recurring expenses – and we even see it as a part of B2B flows, with businesses leveraging it for working capital financing.
Another evolution is the classification of BNPL as a formal credit type. Rasik expressed that this is good for consumers, helping bring structure and transparency to the space.
More than just a discussion—a full experience
Beyond the thought-provoking content, Embedded Edge SF delivered memorable experiences that reflected Marqeta’s culture of innovation and craftsmanship:
The Embedded Edge series will continue throughout 2025, bringing exclusive insights, industry connections, and hands-on experiences to key markets.
Here’s to the future of payments!
