The fintech space continues to evolve at lightning speed, and as 2024 is rapidly coming to a close, it’s time to begin looking forward to what’s to come in the new year. 2025 promises to be another exciting year for fintechs, with new trends, innovations, and advancements ready to revolutionize the industry. With new technologies and product offerings continually shaking up the status quo, the future of financial services is truly closer than ever.
From the rise of embedded finance to the continued evolution of artificial intelligence, 2025 is sure to continue redefining how businesses and consumers engage with financial technologies. At Marqeta, we’re looking forward to a year full of growth and change — here’s what we anticipate will lead the way in 2025.
Artificial Intelligence (AI)
Just a few short years ago, artificial intelligence (AI) was hardly more than a buzzword or a seemingly far-off and futuristic technology. But as we prepare to enter 2025, AI has more than proven to be a revolutionary tool for fintechs and beyond. With use cases ranging from fraud detection and risk management to personalization, AI has enabled major growth and advancement with significantly reduced time, effort, and human error. As we look toward a new year, we anticipate that AI will continue redefining what’s possible for businesses and their consumers alike.
At Marqeta, we expect that 2025 will bring with it a significant trend toward AI enabling increased safety, personalization, and efficiency for fintechs and their customers. For more in-depth predictions for AI in 2025, check out our conversation with Fouzi Husaini, Chief Technology and AI Officer at Marqeta.
User Experience (UX)
In 2025, it’s all about user experience (UX). In the increasingly crowded fintech space, customers have both the right and the ability to be highly selective with their financial service providers. That’s why we’re predicting that fintechs prioritizing a clean, intuitive, and personalized user experience will lead the way.
From onboarding to daily use, consumers are looking for easy and enjoyable payments experiences. Meeting and exceeding these expectations wins trust and customer loyalty that’s built to last. And it’s not just about aesthetics and load times — accessibility is equally vital. We predict a growing emphasis on integrating assistive technologies into the user experience to ensure equal access for underserved communities.
At Marqeta, our focus on user experience inspired the introduction of our UX Toolkit, a suite of tools designed to help make building engaging payment experiences faster, simpler, and more compliant. From enabling flexible and efficient development to boosting customization of the front-end payment portal, UX Toolkit is designed to help create a more functional and enjoyable user experience.
Embedded Finance
Managing payments, lending, and other transactions is no longer limited to traditional financial entities. More and more, consumers are using non-financial platforms to make payments and conduct other financial transactions. Embedded finance is bringing financial tools to the apps, websites, and various other platforms that businesses and consumers use every day, and we’re confident that this trend won’t be slowing down anytime soon.
In 2025, Marqeta predicts that an increasing number of companies will be aiming to meet consumers where they are and offer them access to seamless embedded finance solutions. Whether that means using an app to pay for groceries or making a large purchase with Buy Now, Pay Later without leaving the merchant’s webpage, embedded finance will continue to push the fintech space further toward a more accessible and frictionless financial future.
This year and beyond, Marqeta is continuing to embrace and enable this shift by offering end-to-end payments solutions that can be embedded directly into a webpage, complete with real-time data that provides businesses with the insights they need to succeed.
Fintech's Next Chapter
As we enter 2025, one thing is certain — fintech’s future is bright. Trends toward increased security, functionality, and accessibility are setting the stage for an industry that’s more advanced, inclusive, and frictionless than ever before.
At Marqeta, we’re proud to play a part in this evolution, helping our customers grow and thrive in the constantly changing world of fintech. The new year brings with it both challenges and opportunities, and we look forward to embracing all that 2025 has to offer.
