1 Week to Go! Embedded Finance and AI Will Dominate Transact 2025

1 week to go! Embedded finance, AI, and customer experience will dominate Transact 2025 — here’s what to expect.

Author

Sophie Bruxner-Randall
March 24, 2025 • Estimated Reading Time: 4 minutes

Hi there,

We’re just one week away from ETA Transact 2025! From April 2–4 at Mandalay Bay, Las Vegas, the payments industry’s most influential voices will gather to explore the future of financial services — and we’ll be on the ground bringing you exclusive insights, interviews, and key takeaways.

Last year, real-time payments, AI-driven fraud detection, and open banking stole the spotlight. This year, we’re predicting that embedded finance will be the standout theme — and our sponsor Liberis is leading the charge in this space.

🔎 What to Expect at ETA Transact 2025

Here’s what we believe will define this year’s event:

💡 Embedded Finance Takes Center Stage

Embedded finance is no longer just a trend — it’s becoming the default model for financial services. Businesses are embedding lending, payments, and financial tools directly into the platforms where customers already operate.

👉 Liberis has been at the forefront of this shift. Earlier this month at Fintech Meetup, Rob Straathof, CEO of Liberis, shared how embedded finance is changing the game for small business lending:

"A seller on eBay logs in, sees their sales data, and gets a funding offer right there in their dashboard. No paperwork, no waiting — just four clicks, and money is in their account."

It’s not just about convenience — it’s about access. Traditional lenders often avoid loans under $100,000 due to high processing costs, but embedded lending is removing that barrier and giving small businesses the working capital they need.

🛡️ AI is No Longer an Experiment — It’s a Necessity

AI is no longer an experiment — it’s a necessity. This year, we expect to hear how businesses are using AI to automate fraud detection, enhance risk assessment, and improve customer experience. At Fintech Meetup, Scott Sambucci from NayaOne highlighted how AI is being used to accelerate regulatory approval and improve fraud detection:

"With a sandbox, banks can test five AI vendors in six weeks instead of waiting six years for regulatory approval."

We expect to see major announcements around AI-driven risk assessment, customer engagement, and automation at Transact 2025.

🌍 Payments Are Evolving Into a Unified Ecosystem

Payments are becoming more flexible and customer-centric. Aditya Raikar from Checkbook noted how fintechs are simplifying complex payment infrastructure by consolidating multiple options (ACH, RTP, Venmo, Zelle) into single APIs:

"You have ACH, checks, RTP, Venmo, Zelle — all requiring different setups. We said, ‘Why not put it all under one API?’"

🚀 Customer Experience as a Competitive Edge

Fintech isn’t just about function anymore — it’s about experience. Tomer London from Gusto summed it up well at Fintech Meetup:

"The best business software should feel like the best consumer apps — intuitive, end-to-end, and even delightful."

At Transact 2025, expect to see conversations on how fintechs are using design, automation, and real-time feedback to create better user experiences.

Stay Tuned for Exclusive Coverage

📩 We’ll be live reporting throughout the event with expert takeaways, key session insights, and exclusive interviews.

🔗 Follow us on Instagram and TikTok for real-time updates.

— The Unofficially ETA Transact Team

SPONSORED BY

Not affiliated with ETA Transact Events

Bobsguide is a Contentive publication in the Events division