BaaS or BS? How to separate hype from value in embedded finance

• For brands, the aim of embedding banking features into their products should be to enrich their offerings in the marketplace.
• The needs of a program servicing 5 million customers are very different from those of a programmer who wants to get their first 500 customers. The reality is that it's hard enough to launch a program that customers will transact with daily, let alone scale it.