Major UK brands with an annual average revenue of over £100M are seeing a positive business impact from deploying embedded finance, according to a new study from NatWest Boxed. The report, finds that 80% of brands have reported improved business outcomes following their rollout of embedded finance. The most common outcome is increased customer conversion rates, followed by improved loyalty, positive customer feedback, and repeat purchases. Brands were found to offer a diverse range of embedded finance products. While point-of-sale credit was the most popular product, offered by 62% of those surveyed, surprisingly, savings accounts, insurance, and merchant wallets were almost as popular, despite not being products commonly associated with embedded finance. When asked to rank their needs from a provider, brands rank customer excellence as the priority over operational and technical excellence. However, only 53% of brands say that ‘customer excellence’ applies to their current provider. While 90% of brands that launched an embedded finance product saw a rise in customer support enquiries, only 38% of brands say that their provider offered customer support that was as good as their own. In addition, only 46% of brands believe that their current provider will be able to handle increased customer intake without delays or downtime. 99% of brands said that they were satisfied with their provider’s current approach to risk, and almost all brands had confidence that their provider met new Consumer Duty regulations (84%). However, 75% said that they had concerns about future compliance and regulatory requirement support. With new regulation for Buy Now Pay Later (BNPL) expected to come into effect in 2026, this may require brands to seek reassurance regarding future compliance.