Day 1 at ETA Transact: Embedded Finance, GenAI, and Real-World Innovation

Hi there,

ETA Transact 2025 launched with a powerful Day 1 in Las Vegas—bringing together tech trailblazers, payments leaders, and innovators building what’s next in embedded finance and AI-powered financial services.

Here’s your unofficial wrap-up, powered by Bobsguide and proudly supported by our sponsor Liberis.

🔥 On-the-Ground: What We Saw on Day 1

Embedded Finance Is Going Mainstream
From day-to-day merchant partnerships to new lending APIs, embedded finance is no longer niche—it’s table stakes. Liberis’ Nima Montazeri said it best in our Day 1 sit-down:

Human-Centric Fintech at Zip Co
In an exclusive Bobsguide interview, Joseph Heck, CEO of Zip Co, shared how they’re prioritizing real-world impact over flashy growth:

Zip’s focus? Meeting consumers where they are financially—on their terms—with flexible payments across essential verticals like groceries, transport, school supplies, and even MLB ticketing.

Data Is Dead. Long Live Insight.
Microsoft’s Mike Pell (Garage NYC) delivered a powerful keynote on the next wave of data visualization and AI:

💬 Exclusive Interview: Bobsguide x Nima Montazeri

📌 On GenAI + Document Analysis:
"We’re using GenAI to process unstructured data — from bank statements to social media reviews — giving us a richer picture of merchant health. That’s a game-changer for underwriting and sentiment analysis."

📌 On AI Regulation:
"In the U.S., we’re able to build and launch faster due to fewer initial regulatory hurdles. That agility means faster product development, better feedback loops, and ultimately more accessible finance for small businesses."

📌 On the Passion Economy:
"We’ve tailored our underwriting to support sellers on platforms like eBay by incorporating alternative data — store ratings, transaction volume, reviews — into our decision models. It helps us fund merchants faster, and more fairly."

🎯 Why You Should Book Time with Liberis

Whether you’re a platform looking to expand your embedded finance offering or want to better serve SMBs with pre-approved, real-time funding, Liberis should be on your Day 2 agenda.

Their Create Journey API makes it simple to embed multiple financial products through a single integration — with proven adoption across diverse tech teams.

💬 Exclusive Soundbites from the Show Floor

🟣 Ezra Gabay, GFT Rewards:
“We work with 30,000+ grocery stores. Payments are emotional—it’s not just tech, it’s about trust and real-world utility.”

🟣 Eric Knapp, EVS:
“In a market where everyone knows everyone, ETA is the only place where deals get face time. It’s where the ecosystem syncs.”

🟣 Rob Chilcoat, Unattended Card Payments:
“The best part of ETA? Everyone’s here. ISOs, hardware distributors, and the real decision-makers.”

🟣 Raghuram Adiraji, Mastercard:
“If you're in B2B payments, ETA is where the next partnerships are born. The curated sessions are gold—if you know what you’re looking for.”

🎯 Don’t Miss These Sessions on Day 2

We’ve handpicked these Day 2 agenda highlights for leaders innovating in SMB finance, embedded payments, and data-driven credit models:

🕘 9:15 AM – The Next Generation of B2B Payments
Location: Room 2104A
How B2B transactions are evolving, featuring insights from Mastercard and other leaders accelerating digital invoicing and acceptance.

🕥 10:30 AM – AI & Identity Verification: Balancing Innovation and Compliance
Location: Room 2205A
Explore how to deploy AI responsibly in financial services—a crucial theme for lenders, BNPL players, and risk professionals.

🕐 1:00 PM – SMBs and the Future of Financial Access
Location: Room 2103B
Fintech lenders discuss how alternative underwriting models, embedded finance, and API-led strategies are unlocking capital for underserved businesses.

🕞 3:45 PM – Unlocking New Value Through Platform Partnerships
Location: Room 2102B
This session dives into how embedded finance solutions can supercharge platform ecosystems—a must-attend for product and commercial leaders.

🕠 5:00 PM – Evening Networking Reception
Location: Bayside AB
The day ends with drinks, deal-making, and more connection time with fintech’s key players.

Keep your eyes on your inbox — we’ll be back tomorrow with your Day 2 recap. And don’t forget to follow Bobsguide on LinkedIn for real-time updates from the show floor.

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

— The Unofficially ETA Transact Team

Not affiliated with ETA Transact Events

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