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Banking as a Service (BaaS): Overview and Industry Trends

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Banking platform as a Service (BaaS) is a transformative concept that has been raging all over the financial industry during the recent years. In short, it basically allows non-banking entities to offer their banking services and products through a digital bank service provider to their customers. But we’re sure that if you’re here you must be dying to find out what exactly it is in great detail, and what benefits it can provide for you and your business. In this article, we provide a comprehensive overview of banking as a service platforms, its capabilities, advantages, and what you need to consider when selecting your BaaS provider. Without further ado, let’s dive in!

What is BaaS (Banking as a Service)?

Alright, let’s see what banking platform as a service is all about! Banking as a Service (BaaS) is a financial services model that enables non-banking entities to provide banking services and products to their customers through digital platforms and Application Programming Interfaces (APIs for short). To put it simply, banking as a service platforms make it easier for businesses (that are not traditional banks) to offer banking services such as payments, lending, compliance, and many others without having to obtain a full banking license or build an entire banking infrastructure from scratch. It's the financial world's way of saying "Hey, let's share the banking love!"
Banking service providers most often offer a package of financial services that can be integrated into already existing products or services of your business. This integration allows companies to enhance the customer experience and generate additional revenue without jumping through all the licensing and infrastructure hoops associated with becoming a licensed bank.
So, as we can see, in its essence, a bank service provider basically acts as a bridge, enabling businesses from various sectors, including fintech, e-commerce, healthcare, and traditional finance, to offer financial services seamlessly to their customers. And the best part? It's budget-friendly, fast, scalable, and customer-friendly, making it a win-win for every party involved.

Exploring the Capabilities of BaaS Providers

Imagine you're a banking as a service platforms provider. You've got this treasure trove of financial services and slick payment infrastructure, and you're ready to share the wealth. But who do you share it with? The answer: pretty much anyone who's game for a win-win collaboration.
Here's the deal: you offer your banking or payment magic through APIs, and suddenly, new revenue streams start flowing in. It's like hosting a financial feast, and your services are the main course. But baas platforms are not just about filling your pockets - it's also about expanding your circle of friends in the business world.

BaaS providers have a knack for creating this massive marketplace filled with potential partners and clients. It's like the ultimate networking event for the financial world. By forming partnerships with other businesses, you're positioning yourself as a big player in the ever-evolving financial ecosystem.
But wait, there's more! A bank service provider isn't just about making money. It's also a hotbed for groundbreaking ideas. When you join forces with businesses from all walks of life, like fintech, e-commerce, and healthcare, you're paving the way for cross-industry innovation.
Think of it as a brainstorming session with the smartest minds from different fields. You put your heads together and create brand-new financial solutions that cater to a whole spectrum of customer needs. It's innovation on steroids, and it's shaping the future of banking and customer-focused financial services.
Still not sure? Let’s break it down one by one. Here's what banking service providers brings to the table:

Enterprise synchronization

Smooth data exchange and collaboration tools pave the way for quicker and more effective integration of various business units, ensuring seamless synchronization of their operations.


Banking service providers enable businesses to offer diverse payment methods, including electronic fund transfers, card payments, and digital wallets.


BaaS providers empower businesses to offer loans, credit lines, and other lending products, creating new revenue opportunities. (Which, translated from financish, stands for “more money in your bank”)

Compliance and Regulatory Support

Leave the boring stuff like rules and regulations to the BaaS providers. They handle the complex regulatory and compliance aspects, ensuring businesses operate within the framework of financial regulations.

Customer Management

BaaS solutions come with all the tools you need for customer onboarding, authentication, and support. The result? A happier, hassle-free customer experience.

Advantages of Embedded Finance

Embedded finance might sound like a buzzword du jour in the financial world, but it's much more than that. In simple terms, it's like a non-financial company sneakily offering financial services to its customers, seamlessly woven into their usual digital journey.

Now, non-financial companies dabbling in finance isn't exactly groundbreaking. Remember the time your local retailer offered you a financing plan for that shiny new fridge or TV? Or when airlines tried to get you to sign up for their credit cards? Yeah, those were baby steps in the world of embedded finance.
The real magic of embedded finance, though, is in its digital, fully-integrated experience. Today's customers want a hassle-free digital journey, and that's precisely what baas platforms and embedded finance deliver.

So how exactly is it done? Well, banks possess bank charters, which allow them to do business in the financial services industry. Think of them as the keys to the magical banking kingdom! They're experts at navigating the complicated world of financial regulations and compliance. But that's a tough nut to crack for emerging financial service providers. It's like trying to build a rocket from scratch (or buy a bank, which isn't much easier). So, how do non-financial companies get in on the financial action? Enter a banking platform as a service. In this setup, banks share their regulated infrastructure with non-traditional financial service providers. It's a bit like a behind-the-scenes partnership. The non-financial folks become the face of the operation, while the banks provide the financial muscle and regulatory know-how. It's a win-win situation.
As embedded financing has grown in popularity over the past few years, it is expected to continue to do so. As a result of its great potential, a few of its great features include:

Drives business growth

Embedded finance is like a turbo boost for business expansion and customer satisfaction. It makes payments and access to funding a breeze for both customers and businesses, streamlining the whole process.

Boosts profitability

Businesses love embedded payments and lending because it means quicker access to money, helping them improve their services and products. More cash and fewer expenses equal greater profitability. Cha-ching!

Increases convenience

This isn't just about making money - it's about making life easier for both businesses and consumers. With embedded payments and lending, you can do it all without ever leaving your digital bubble. For banking service providers convenience is the name of the game.

Improves security

Don't you worry about data security. When you're dealing with embedded finance, you're in good hands. Your sensitive info is locked up tight, and the companies you work with are all about keeping your data safe and sound. Plus, BaaS platforms play nice with GDPR rules.

So, embedded finance isn't just a trendy buzzword - it's a game-changer. It's making life easier, businesses richer, and keeping your data safe. Watch out! It's on the rise, and it's here to stay.

Who needs a BaaS platform provider?

Imagine you're running a software-as-a-service (SaaS) platform or a bustling marketplace. You're already in the business of making life easier for small and medium-sized businesses (SMBs). But what if you could offer them more than just your core services? What if you could offer a one-stop hub where they could handle everything, including their finances?

That's where banking as a service platform comes into play. With a bank service provider, you can seamlessly weave financial services into your platform, making it a Swiss Army knife for your users. No more bouncing around between different apps and services. They can manage their business operations and finances all in one place. It's like having a business superpower at their fingertips.
You might be thinking, “Why does it matter?” Well, by adding financial services to your platform you’re not only enhancing your product offering but also attracting a broader customer base. It's really a win-win! Your customers get more value and in your turn you get to tap into uncharted revenue streams. It's like turning your platform into a magnet for businesses, offering not just what your customers need but also what they want.

Think about your customers. They're the heart and soul of your platform. For them banking as a service platform is definitely a game-changer. It saves them precious time by streamlining their business operations and financial management. Forget about the headache of legacy banking systems! BaaS platform offers tailor-made solutions, including bank accounts, payment cards, and working capital. It's like having a personal financial assistant right in your pocket.
And here's where the magic really kicks in. The more your users rely on your platform for their business stuff, the less they are likely to hit the road. It’s not about just keeping them happy. You're boosting their lifetime value and slashing the cost of bringing in newbies. It's like building an impenetrable fortress with loyal customers as your guards.

By embracing banking as a service platform, you're not just expanding your platform - you're turning it into an essential hub that businesses can't live without. You're simplifying both your business and your customers’ lives and, in the process, building a rock-solid foundation for your own success. It's a win-win scenario all around, and it's making business feel like a breeze.

Selecting the Optimal BaaS Provider: Considerations to Make

So, in today's world, if you want to add some nifty banking features to your platform, you've got a few options. Choosing a baas company is like choosing your adventure, and each path has its twists and turns. Let’s break down the typical kinds of BaaS providers and what considerations you need to make while choosing them:

Option 1: The Direct Approach - Working with Financial Institutions

This one might sound like the most straightforward route. After all, cutting out middlemen usually means more control, right? Well, not necessarily. Remember the good old days when making payments was a hassle, and everything moved at the speed of a sloth? If you go directly to traditional financial institutions, you might find yourself in a similar jam.
See, these institutions can be a bit slow on the digital transformation uptake. They might not have all the tech bells and whistles you need for a snazzy user experience. And if you're thinking of going global, brace yourself for a bumpy ride. Setting up embedded finance in one place and then expanding means you'll need new banking buddies and have to dance to different regulatory tunes in each location. It's like starting from scratch every time.

Option 2: The Middle Ground - Working with Aggregators

Aggregators are like the middlemen who make embedded finance more accessible for platforms like yours. They team up with banks to offer you the banking know-how you need. It's like having a tech-savvy buddy who knows the banking ropes.
But, and it's a big “But”, aggregators still have to rely on traditional banks for certain things. That means they're only as fast as the slowest link in the banking chain. So, if there's a hiccup, they have to play phone tag with the banks to sort it out. Your users might have to twiddle their thumbs while you wait for a solution.

Plus, aggregators are like the middle kids who have to follow the rules set by the big banks. Different banks mean different requirements and documents, which can be a bit of a headache. Your BaaS platform offerings might get a bit fragmented as you juggle different aggregators for different services.

Option 3: The Full-Stack Superhero - Working with a Full-Stack BaaS Provider

Now, here's the superhero of the embedded finance world. A BaaS company like Alty (yes, it’s us!) swoop in as full-stack BaaS providers, and they've got the full package. They've got their own banking licenses, which means they're top-notch in the regulatory department. You don't have to worry about compliance because it's baked right in.

And when it comes to going global, it's like a breeze. They're already playing in multiple markets, so you can tag along without worrying about different rulebooks. No need to memorize different KYC requirements or fret about inconsistent offerings. It's like having a one-size-fits-all solution.

And the best part? When you work with a full-stack BaaS provider, you're not shackled by third-party limitations. You have the power to innovate at your own pace. You can tweak and tailor your offerings to your heart's content, all within the same platform. No more fragmentation or delays.
So, when it comes to embedding finance in your platform, choosing a baas company that is a full-stack BaaS provider can feel like the real game-changers. They give you the freedom to grow, expand, and innovate without the hassles. It's like choosing the adventure with the happiest ending.

So, as you embark on the journey of embedding finance into your platform, remember this: the full-stack BaaS providers are the true trailblazers, offering you the freedom to grow, expand, and innovate without the headaches. Working on banking as a service platforms is like choosing the adventure with the happiest ending – a journey of ease, scalability, and boundless possibilities.

Development Speed

Legacy and cloud-hybrid systems are slow to evolve with lengthy production cycles. Cloud-native applications enable faster, more flexible development through a fully integrated system. Banks and credit unions gain a significant competitive advantage by developing and launching new products faster and responding rapidly to changing needs of the users.

Unlocking the full benefits of cloud computing in banking requires a cloud-native infrastructure and applications that embrace modern best practices in a digital world.

Frequently asked questions