title: [Book Sharing] The Embedded Finance Shock! From Google and Apple to IKEA and Mercedes-Benz, Tech Giants and Retail Leaders Are Competing to Deploy Innovative Financial Landscapes
published: false
date: 2023-04-14 00:00:00 UTC
tags:
canonical_url: http://www.evanlin.com/reading-embedded-finiance/
---
[](https://moo.im/a/36altR "The Embedded Finance Shock!")
The Embedded Finance Shock!
From Google and Apple to IKEA and Mercedes-Benz, Tech Giants and Retail Leaders Are Competing to Deploy Innovative Financial Landscapes
エンベデッド・ファイナンスの衝撃
Author: Makoto Shirota
Translator: Ya-Ya Lo
Publisher: Business Weekly Publication
Publication Date: 2023/02/23
#### Purchase Recommendation URL:
- Readmoo: [Purchase URL](https://moo.im/a/36altR)
# Preface:
This is the fourth book I finished reading in 2023. There were two things that attracted me to this book: (1). Books written by Japanese authors are concise and to the point, with fewer pages, allowing for a quick and clear understanding. (2). It mentions some introductions to the financial layouts of ZHD and other systems in Japan.
# Content Summary:
＝＝＝＝＝＝＝＝＝ Imagine the following scenario...＝＝＝＝＝＝＝＝＝
You suddenly feel like taking an unplanned trip, so you directly book a flight to the destination on Google Maps, also book a resort hotel recommended by Google, and select travel insurance and flight delay insurance to protect yourself, and then pay with your linked credit card. After arriving at the destination, Google recommends a great Kaiseki restaurant based on your past dining records, and you can use the rewards points from purchasing the flight to offset the consumption. Finally, when you search for souvenirs, Google reminds you that your account balance is running low. So you cancel a portion of your fixed deposits in your account via your phone and specify that the remaining balance be invested in a regular investment account. You complete all the financial services you need during the trip with Google and return home happily.
＝＝＝＝＝＝＝＝＝ This is the future of embedded finance!＝＝＝＝＝＝＝＝＝
Embedded finance is not just about payments ──
"Embedded Finance" refers to "non-financial companies that develop businesses other than finance, providing financial services by embedding them in existing services," and is the latest trend in financial services. In Taiwan, "embedded payments" are already quite common, and using mobile payments for direct payment can be said to be a part of life. However, embedded finance also includes areas such as "lending," "insurance," "investment," and "banking," and a brand new blue ocean is waiting to be developed.
## Tech Giants' Embedded Finance
### Google launched Google Plex financial services, but ultimately shut it down in less than a year.
When Google Plex was first launched, the company conducted a questionnaire to ask the public what services they hoped Google would provide.
Google Plex, launched in 2020, was ultimately shut down. Reference news: [Less than a year! Google's financial plan Plex is canceled, disappointing 400,000 consumers](https://buzzorange.com/techorange/2021/10/04/google-plex/)
### Apple also issued Apple Card
Another giant, Apple, also issued Apple Card. In addition to the virtual card, they hoped to [and launched the "iPhone Tap to Pay" service on 2023/04/20](https://www.apple.com/tw/newsroom/2023/04/apple-brings-tap-to-pay-on-iphone-in-taiwan/).
# Thoughts:
This book first gives a very good definition of embedded finance, which is industries or services that were not originally engaged in finance. Because of certain applications, financial-related services are generated, which is a form of embedded finance.
For example: Embedded payments, direct payments on map software, or insurance through related product products. These related applications are businesses that many tech giants or communication software will pioneer. This also provides relevant product descriptions and localized adjustments for the Japanese financial system.
Japanese related systems have different aspects to expand their embedded finance services:
- Z Holding (i.e., the parent company of LINE) expands related businesses through its communication platform.
- Mercari starts from e-commerce and has recycling and other circular finance. There is also product insurance.
Related applications also give rise to BAAS (Bank as A Services) services, and a large number of financial transactions are generated on these platforms. And through embedded finance, each application software becomes the so-called "SuperApp" concept to make each user inseparable from them.
I highly recommend that those who want to understand it can take a look.
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