From transactions to transformation
2025 State of Payments Report
The payments industry is moving rapidly, reshaping the way consumers and businesses interact with their financial services. Consumers want smarter tools that make every transaction work harder for them. At the same time, SMBs are approaching payments differently—as growth tools, not just business costs.
Platforms are uniquely positioned to bridge the gap between consumer sophistication and business needs.
This year’s expanded survey, conducted in April 2025 by Data Driven Consulting Group on behalf of Marqeta, gathered insights from 3,000 consumers and 1,000 small and medium-sized businesses (SMBs) across the US and UK to better understand evolving payment preferences.
Consumers want smarter, faster, more intelligent financial tools
As AI becomes more embedded in everyday life, consumers are warming up to intelligent payment tools that take the guesswork out of spending. Platforms have an opportunity to lead by building smarter, personalized experiences that drive loyalty and simplify decision-making.
32% of consumers surveyed say they’d use a mobile wallet that makes purchases automatically based on past behavior.
The appetite for smarter rewards is real
Consumers are tired of juggling dozens of separate loyalty programs and reward systems. They want automation that tracks, optimizes, and redeems rewards seamlessly across all their favorite brands and platforms. This creates a massive opportunity for platforms to differentiate by offering integrated financial tools that businesses can use to meet these elevated expectations.
63% of surveyed consumers want unified rewards and loyalty management across brands.
Two markets, two mindsets
U.S. and U.K. payment behaviors aren’t the same—your strategy shouldn’t be either
U.S. Consumers
U.S. consumers are prioritizing speed, simplicity, and personalization through wallets and tools that automate checkout and recurring transactions. Platforms that deliver frictionless convenience are more likely to win daily spend.
U.K. Consumers
U.K. consumers favor wallets that organize rewards, track loyalty across brands, and provide greater financial clarity. While slower to adopt AI, their demand for seamless, app-connected experiences is rising—and so is their willingness to switch for better tools.
SMBs are transforming how they think about payments
The shift is clear: businesses are moving from reactive expense tracking to proactive spend optimization. They want payment systems that not only process transactions but also actively help them grow through improved cash flow management, automated controls, and strategic insights. Platforms can capitalize on this evolution by embedding intelligent financial tools that turn everyday business spending into a competitive advantage.
52% of SMBs surveyed now view payment systems as strategic assets.
SMBs see payments as strategic investments
Small and medium businesses are no longer treating payments as a necessary expense. They're recognizing financial tools as growth engines that can optimize cash flow, automate processes, and create competitive advantages. This shift presents a significant opportunity for platforms to offer embedded financial solutions that help their business customers thrive.
89% SMBs surveyed are willing to invest in new solutions with higher upfront costs if it means long-term savings and greater efficiency.
in closing
The more you help SMBs grow, the more you will stand out
As pressure mounts—from evolving consumer expectations to economic uncertainty—SMBs are relying on trusted platforms to help them modernize, grow, and compete. The stakes are high, and the need for support has never been clearer.
To remain competitive, enterprise platforms must deliver embedded financial features, integrated loyalty systems, and intelligent payment infrastructure. The result? Greater SMB retention, stronger differentiation, and deeper ecosystem value.
On Demand Webinar
Issuing Evolved: Integrated Financial Solutions for Scaling Companies
Discover how AI and embedded finance are reshaping payments so you're ready for 2026.
