The digital banking revolution has long been associated with retail consumers, but a profound shift is underway. Neobanks and non-bank players are increasingly targeting small and medium-sized businesses (SMBs) and B2B value chains with digital banking and embedded finance solutions. This evolution is not just a response to changing technology—it’s a strategic move to address the unique needs of business customers and unlock new sources of value across entire industries.
The global B2B e-commerce market is experiencing explosive growth, projected to surpass $20 trillion by 2027. As businesses move more of their procurement, sales, and supply chain operations online, the demand for seamless, integrated financial services has never been higher. SMBs, in particular, are seeking digital solutions that simplify payments, streamline cash flow, and provide access to working capital—all within the platforms they already use to run their businesses.
Traditional banking products often fall short for modern businesses. SMBs and their value chain partners require real-time payments, automated reconciliation, and flexible lending options that can be embedded directly into their digital workflows. This is where neobanks and fintechs excel, leveraging cloud-native platforms and API-driven architectures to deliver tailored financial services at the point of need. For example, major e-commerce platforms and marketplaces now offer business loans, payment processing, and even insurance, all seamlessly integrated into their user experience.
The rise of B2B neobanking is not a zero-sum game. Many neobanks and fintechs partner with established banks to combine regulatory expertise and balance sheet strength with digital agility. In the US, for instance, most neobanks rely on traditional banks for back-end services, while focusing their innovation on customer experience and value-added features. In other regions, such as Europe and Asia, regulatory environments have enabled more direct competition, but partnerships remain a key strategy for scaling and differentiation.
The concept of embedded finance is transforming the competitive landscape. Increasingly, companies outside the traditional banking sector—such as telecoms, retailers, and logistics providers—are integrating financial services into their digital offerings. Amazon, for example, has issued billions in loans to SMBs on its platform, while Uber provides drivers with payment and credit solutions tailored to their needs. This trend is democratizing access to financial services and creating new opportunities for innovation across B2B value chains.
Leading e-commerce platforms have become financial service providers in their own right. By embedding payments, lending, and insurance into their ecosystems, they enable SMBs to access capital, manage risk, and transact globally—all without leaving the platform. This not only drives loyalty and growth for the platform but also empowers businesses to scale faster and operate more efficiently.
Telecommunications companies are leveraging their vast customer bases and data assets to offer digital wallets, real-time payments, and supply chain financing to business customers. By integrating these services into their core offerings, they create new revenue streams and strengthen their position in the B2B ecosystem.
Publicis Sapient has partnered with leading banks and non-bank enterprises to accelerate their journey into B2B neobanking and embedded finance. Through solutions like XBank, organizations can launch new digital banks or financial products in as little as six to nine months, leveraging cloud-native platforms, modular architectures, and a rich ecosystem of fintech partners. Our expertise spans strategy, technology, and experience design, enabling clients to deliver integrated, scalable, and secure financial services tailored to the needs of business customers.
Modern B2B neobanking is built on cloud-native, API-first architectures. This approach enables rapid innovation, scalability, and integration with third-party platforms. APIs allow financial services to be embedded directly into business workflows, from procurement and invoicing to payroll and treasury management. Cloud platforms provide the agility and resilience needed to support real-time payments, advanced analytics, and personalized experiences at scale.
The rise of B2B neobanking and embedded finance is reshaping the financial services landscape. As more companies embrace digital transformation, the boundaries between banks, fintechs, and non-bank enterprises will continue to blur. The winners will be those who can deliver seamless, integrated, and personalized financial services that address the evolving needs of business customers.
At Publicis Sapient, we help organizations navigate this complex landscape—enabling them to harness the power of cloud, data, and ecosystems to unlock new growth opportunities in B2B banking. Whether you are a traditional bank seeking to modernize your offerings, a fintech looking to scale, or a non-bank enterprise exploring embedded finance, our expertise and solutions can help you lead in the next era of digital business.
Ready to explore the future of B2B neobanking and embedded finance? Connect with our experts to start your transformation journey.