Small and medium-sized businesses (SMBs) are the backbone of the global economy, but many still struggle to scale due to limited access to capital and financial tools. At the same time, consumer expectations have shifted. Brand loyalty is declining, and smooth, hassle-free financial experiences are now essential. Marketplaces have a unique opportunity to bridge this gap by embedding financial solutions that help empower SMBs with faster access to funds, more control over cash flow, and better customer retention strategies.
The power of access to capital for SMB growth
For many SMBs, cash flow constraints are the biggest barrier to growth. A lack of access to flexible, on-demand funding forces businesses to make short-term decisions that limit their potential. Embedded financial solutions within marketplaces can help to bridge this gap, providing SMBs with faster and easier access to working capital. Whether through revenue-based financing, on-demand credit, or instant settlement options, marketplaces that enable SMBs to access the capital they need can help drive long-term growth and sustainability.
By integrating financial services directly into their platforms, marketplaces can:
- Fuel expansion – Enable SMBs to invest in inventory, marketing, and operations without the burden of cumbersome loan applications.
- Reduce payment delays – Help businesses maintain healthy cash flow and reinvest in growth with faster payouts.
- Lower financial risk – Tailor embedded credit and financing options to SMBs’ needs help provide better alternatives to high-interest loans.
The customer loyalty challenge: Why marketplaces must prioritize retention
Consumer loyalty is declining, making it harder for SMBs to maintain long-term relationships with their customers. Today’s consumers have more choices than ever, and their expectations for convenience, personalization, and financial flexibility are at an all-time high.
In fact:
- 57% of consumers are less loyal to brands than before the pandemic. (Sitecore, 2021)
- Two-thirds of consumers who believe a business cares about their emotional state are likely to become repeat customers. (Zendesk, 2025)
- More than half of consumers will switch to a competitor after just one bad experience. (Zendesk, 2025)
Marketplaces that prioritize financial empowerment, such as offering embedded payments, rewards, and personalized financing, can build stronger connections with both businesses and consumers. Features like flexible payment options, faster payouts, and seamless financial management tools not only drive customer retention but also enhance the overall marketplace experience.
How embedded finance strengthens marketplaces
By embedding financial services directly into the customer journey, marketplaces can create compelling, rewarding experiences that drive repeat engagement. The key benefits include:
- Greater financial security and control – Consumers feel more empowered when they have flexible payment and funding options tailored to their needs.
- Access to more relevant financial solutions – Personalized offers, rewards, and embedded lending help to create a more seamless purchasing experience.
- Stronger customer loyalty – 72% of consumers are more likely to stay loyal to brands that offer personalized experiences with additional rewards. (Big Commerce, 2022)
How financial services influence spending and card usage
A recent study on multiproduct consumer banking, completed by Marqeta in January 2025 and surveying 115k participants nationwide, found that when customers have both a checking account and a bank-issued credit card with the same institution, they are more likely to prioritize spending on that credit card. This behavior suggests that financial ecosystems built around seamless, integrated banking experiences can drive higher engagement and loyalty.
For marketplaces, this insight underscores the importance of offering financial products that fit naturally into users’ existing financial habits. When SMBs and consumers have convenient access to financial services within a marketplace, they are more likely to stay engaged and transact more frequently.
Todd Pollak, Chief Revenue Officer at Marqeta, highlights the urgency of evolving customer loyalty strategies:
“As even the best brands know, customer loyalty is fragile. Even among highly satisfied customers, people are always hunting for the next best thing, and the traditional methods of building loyalty haven’t caught up with the way people are using their cards today. Brands that don’t evolve to offer highly personalized, flexible card experiences that consumers have come to expect will be left behind.”
Switching from personal finance to business finance doesn’t change our fundamental needs. Whether spending for ourselves or our company, we still seek convenience, flexibility, and financial security.
Why marketplaces choose Marqeta
Marqeta’s platform offers marketplaces a comprehensive, API-first approach to embedded finance, helping them to:
- Innovate with flexible, modular banking-as-a-service solutions: Open accounts, move money, and launch payment solutions with more flexibility and ease.
- Embed financial tools seamlessly: Keep users engaged on your platform rather than redirecting them to third-party providers.
- Access valuable data insights: Use real-time transaction data to refine and enhance customer value propositions.
- Launch more quickly with a unified platform: Issue cards, manage risk, process payments, and drive loyalty programs from a single solution provider.
Marqeta provides a modern, scalable infrastructure that powers leading card programs like CashApp, Klarna and Uber. With access to cutting-edge financial tools and data-driven insights, marketplaces can strengthen their value proposition, retain customers, and help SMBs move from surviving to thriving.
Final Thoughts
In an era where financial access and customer retention define marketplace success, SMBs must rethink their approach to payments and embedded finance. By offering greater financial flexibility and providing consumers with seamless, rewarding experiences, marketplaces can build sustainable growth, strengthen customer loyalty, and stay ahead in an increasingly competitive digital economy.
If you’d like to learn more about how to take your marketplace to the next level, get in touch.
