Cincinnati · founded 1883
- Payments / PSP
- WorldpayKroger Pay own
- Sponsor bank
- First Bank and Trust
Retailers, travel, mobility and subscription brands that offer financial products to their own customers: what they embed and which providers run it.
Consumer brands embed finance to sell more and to keep customers: instalments at checkout, a co-branded card, a wallet that holds loyalty value. Few want to run a bank (Sainsbury's sold its banking book to NatWest), so most of it is run by partners.
This guide counts which financial layers consumer brands in the index disclose and which providers they name.
The share of consumer brands whose public disclosures name each financial layer, and the providers named most often. Layer names link to the full leaderboard; provider names link to the provider’s page.
Stripe is named by 21 of the 59 that use a provider, ahead of Adyen and Checkout.com. 6 run it on their own licence or in-house.
Klarna is named by 7 of the 38 that use a provider, ahead of Affirm and Afterpay.
Airwallex is named by 2 of the 23 that use a provider, ahead of GBank and Railsr.
Airwallex is named by 5 of the 22 that use a provider, ahead of JPMorgan and Stripe.
Enfuce is named by 2 of the 15 that use a provider, ahead of Imprint.
8 consumer brands disclose a sponsor bank. 8 name a provider, but none more than once.
Companies rarely stop at one layer: 32% of consumer brands run two or more. These are the layers that travel together most strongly, compared with companies that don’t run the first one.
Six consumer brands with deep public stacks. “Own” marks a layer the company runs itself. Each card links to the full dossier.
Buy-now-pay-later providers usually take the credit risk and pay the merchant upfront, in exchange for a merchant fee. Brands often offer more than one.
In the data: 26% of consumer brands disclose lending. Most named: Klarna (7), Affirm (5), Afterpay (4). See the layer · full leaderboard
A co-branded card ties spending to loyalty. The brand supplies customers and funds rewards; an issuer (a bank or e-money institution), often through a program manager, runs the program.
In the data: 10% of consumer brands disclose cards. Most named: Enfuce (2), Imprint (2). See the layer · full leaderboard
How this is counted: 144 consumer brands in the Embedded Finance Index, each with a dossier built from its own public disclosures. A company counts for a layer when it names a provider for it or runs it in-house; a company that discloses nothing about a layer is not counted, so every share is a floor. Provider spellings are merged. Data as of 2026-11-14. See also embedded finance statistics and every leaderboard.
Of the 144 consumer brands in the Embedded Finance Index, 59 name a payments provider. The most named are Stripe (21), Adyen (16), Checkout.com (6), Mollie (4), PayPal (3).
payments (41%), lending (26%), accounts (16%), FX and payouts (15%), counted from public disclosures of 144 consumer brands. 32% run two or more layers.
Companies that run payments are 9.1 times as likely to also offer FX and payouts: 32% of them do, against 4% of the consumer brands that don't run payments.
Each company in the Embedded Finance Index has a dossier built from its own public disclosures: website, documentation, terms, filings and press. A company counts for a layer when it names a provider for it or runs it in-house. Companies that disclose nothing about a layer are not counted for it, so every share is a floor. Data as of 2026-11-14.