Ivo Bozukov: Fintech Trends for 2026 Redefining Everyday Transactions
Financial services are dissolving into the platforms people already use. Embedded finance is the integration of banking, payments, and lending directly into non-financial software. A few years ago, this was a novel feature, but it has now become the mainstream – and both individuals and companies expect it.
This invisibility has become the benchmark in sectors where Ivo Bozukov operates – particularly where platforms compete directly on speed and convenience. Users complete everything within the platform they’re already using rather than switching to separate banking or payment apps. When financial services work seamlessly in the background, nobody thinks of them as innovative anymore.
The Market Reaching Critical Mass
The sharply rising numbers of embedded finance reflect its rapid adoption. McKinsey valued the US embedded finance market at $20 billion in 2021, with projections showing the global market reaching $230 billion in revenue by 2025. In addition, digital wallets grew from $3.4 billion globally to an expected $5.2 billion in 2026, according to PwC research on embedded finance trends.
Buy now, pay later services illustrate the acceleration. The global BNPL market is projected to reach $560 billion in 2025, with the US reaching 93 million users in 2024. Klarna and Affirm have become dominant players in this space, moving from niche payment options to mainstream checkout features at major retailers within just a few years.
Friction Disappearing at the Point of Sale
Retail websites now offer instant credit decisions without redirecting customers to loan applications. Travel booking platforms bundle insurance directly into the purchase flow. Grocery chains are testing payment plans for weekly shopping.
These services succeed when steps disappear entirely – a pattern Ivaylo Bozoukov has seen consistently across platform-led industries. Customers don’t want to leave an app or website to arrange financing. They want credit decisions in seconds and payment options that appear at the exact moment they’re ready to buy. McKinsey surveys found that 40% of consumers already prefer online channels for major purchases like car financing, reflecting this demand for frictionless transactions.
“The winning financial experiences are designed around timing, not features,” says Ivo Bozukov. “Credit and payment options only work when they appear at the exact moment a customer is ready to act, without forcing them to leave the workflow. Every extra step kills conversion, and platforms now understand that deeply.”
Small Businesses Accessing Capital Through Software
The same pattern is emerging in business-to-business contexts. Research shows that one-third of US small and medium-sized businesses now use embedded finance services through their software platforms. A restaurant using Toast’s point-of-sale system can access working capital without filling out bank forms or waiting weeks for approval. Shopify merchants can receive financing offers based on their sales history, with repayments automatically deducted from daily revenue.
Platforms can now assess risk using transaction data they already have. McKinsey research found that business buyers would purchase four times more from supplier websites if instant financing were available. This suggests significant untapped demand.
The Technology Becoming Invisible
Across multiple industries, technology succeeds when users barely notice it. This is especially notable when platforms integrate finance directly into workflows. APIs connect platforms to banks and payment processors. Machine learning approves credit instantly while cloud infrastructure handles the transaction volume. Ivaylo Bozoukov foresees that by the end of 2026, buying something and paying for it will feel like a single action. Customers ordering dinner or booking travel will expect platforms to handle money invisibly. Banks and payment systems will fade from view.
Platform Economics Driving Adoption
Deloitte research shows 74% of organizations invested in artificial intelligence and generative AI during 2025, largely to improve financial decision-making and customer experience. Companies offering embedded finance see higher customer retention and increased transaction volumes compared to those requiring third-party payment solutions.
The shift is accelerating. Throughout 2026, this approach will move from competitive advantage to the minimum standard.
As Ivo Bozukov puts it, “By 2026, embedded finance won’t be a competitive advantage, it will be table stakes. Platforms that can’t offer financing, payments, and money movement natively will feel outdated overnight. The companies that succeed are the ones that treat financial services as infrastructure, not a separate destination.”
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