The banking as a service (BaaS) market is expected to reach a value of $7 trillion by 2030, driven by the need for embedded finance and the desire for streamlined customer experiences. Providers and distributors are becoming more mature, with big tech companies leading the way. Success in BaaS requires a focus on priority customer context and the ability to provide enabling technology. Those that act fast and secure priority will experience the greatest upside, while those that wait may be left behind.
