80% of brands are locked out of embedded finance revenue

Consumer demand for financial services embedded within brand apps is outpacing brands’ ability to deliver, with most executives recognizing the gap. New research from Galileo Financial Technologies, soon to be SoFi Technology Solutions (NASDAQ: SOFI), found that 80% of brand executives say they plan to launch integrated financial services, but only 20% have so far.

The 2026 Galileo Integrated Financial Services Research Report, based on surveys of more than 2,000 US consumers and 150 senior executives, shows that while consumers are already using features like saved cards, rewards, and instant refunds inside brand apps, most brands have yet to launch these capabilities.

“The customer relationship is still up for grabs,” said Bill Kennedy, CFO and interim head of Galileo Financial Technologies. “It’s no longer won at signup. It’s won at the refund, the payment, the reward. Own those moments and customers stay. Get them wrong and they leave.”

The research revealed five key findings about consumer financial behaviour, brand readiness and the growing role of financial services inside brand apps.

1. Debit remains foundational, even as financial activity shifts into brand apps.

Debit continues to anchor everyday spending, with 60% of consumers using a bank or credit union debit account. At the same time, the use of alternative payment methods is expanding:

• 17% rely on payment apps as their primary method for everyday purchases
• 41% use digital wallets (such as Apple Pay®, Google Pay™, PayPal®, etc.) within brand apps

20% use features like instant refunds— money back in seconds instead of the usual 3–10 business days — or BNPL in shopping and travel apps

Economic pressure is accelerating change:

• 24% changed how they pay in the last year because of rising prices— switching cards, using BNPL, or moving more spend to apps with better rewards.
• 22% actively chose brands offering better rewards

2. Brands recognise the opportunity, but most are still in planning mode:

• 100% of surveyed brands have or will plan to launch integrated financial services within 12 to 18 months
• Only 1 in 5 surveyed brands has launched integrated financial services
• Momentum is building quickly:
• 28% of brand executives report being in “crisis mode”
• 80% cite competitor moves as an urgency trigger
• 70% report customer loss to brands with stronger financial offerings

3. Payment experience drives loyalty and brand choice:

• 50% of consumers chose one brand over another because paying or getting a refund was easier
• 20% reported purchasing more often when payment methods are saved in a brand app
• 63% say they are more likely to keep using a brand app if payments are much easier and faster
• Consumers say the biggest benefits of integrated payments are:
• Faster checkout (36%)
• Earning more rewards or cash back (33%)
• Easier spending tracking (23%)
• Simpler refunds and returns (21%)
• Fewer payment problems or declines (15%)

4. Consumers are open to using financial tools in brand apps:

• 54% are comfortable using brand apps for instant refunds
• 51% comfortable paying for purchases in-app
• 53% comfortable receiving direct deposits in-app (like having a paycheck or gig earnings land in an account inside an app they already use)

But concerns persist:

• 27% worry about fraud
• 17% worry about data sharing or selling

5. Brands want partners that take the risk off their plate:

• 62% prioritise partners that assume risk and liability for compliance, fraud, and operational issues
• 53% prioritize the ability to integrate with minimal disruption to current operations

Download the full 2026 Galileo Integrated Financial Services Research Report.