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What a week in Amsterdam! From trillion-dollar B2B payments talk to AI agents that rewrite how finance gets done, Day 3 wrapped up Money20/20 Europe with real momentum. Let’s dive in.

B2B embedded payments are often overshadowed by consumer fintech—but they’re the real sleeping giant. In this session, Visa’s Lucy Demery and Checkout.com’s Meron Colbeci made the case for why this corner of the market could unlock trillions in growth across the global economy.

🏗️ The Infrastructure Gap

Today’s B2B payment rails are still riddled with friction. Meron described a market full of companies “trying to assemble financial services using fragmented technologies”. For him, embedded payments are a natural next step in solving real business problems—especially in logistics, marketplaces, and vertical SaaS.

🌍 Scale & Standardization

Lucy noted that Visa is “building a single access point to Visa Commercial Solutions”, designed to work across markets and use cases—from supply chain finance to digital card issuance. The goal? Reduce fragmentation and make it easier for platforms to scale internationally.

🔄 Reimagine the Value Chain

Embedded payments don’t just remove steps—they can change how entire industries operate.

That capability is transformational for vertical platforms that were never built to handle money.

📈 Who’s Driving It?

It’s not traditional banks. Lucy pointed out that many of the major adopters are B2B marketplaces, fintech platforms, and global software companies. For them, embedded payments offer a way to move from value-add to value-core.

🧭 Key Insight
The embedded B2B payments opportunity is less about tech innovation—and more about distribution. The winners will be the platforms that can standardize complexity, plug into ecosystems, and solve for the end user—not just the transaction.

💡 Traction ≠ Trust

In digital payments, if customers don’t trust the system, commerce stops. “Generation Z are 33% more likely to experience fraud, yet they’re earning 50% of their income from the gig or creator economy”, making trust a moving target.

🧠 Stories > Specs

Yewande Akomolafe-Kalu, AVP of Brand and Storytelling at Flutterwave, reminded the audience:

By centering campaigns on deeply personal use cases—like a couple paying a traditional bride price or someone sending money home for a parent’s medical bill—Flutterwave turns transactions into human connections.

📊 Metrics That Matter

What about the difference between real KPIs and vanity metrics? Soha Hohnecker, CMO of Amazon Pay, shared a pragmatic view:

For her, “every metric tells a story”—but not every story deserves equal attention.

🔍 Key Insight

In a crowded ecosystem, resonance requires relevance. Whether you’re building for Gen Z or cross-border families, marketing that works in fintech today is rooted in usefulness, understanding, and emotional clarity.

We sat down with Rory O'Neill, CMO at Checkout.com, who unpacked what it really takes to market payments performance in a world of platform complexity and AI-driven decision-making.

Marina, Head of Content at ClickZ Media (the brand behind Bobsguide and The CFO), moderated a conversation on AI adoption for finance leaders.

🔍 This snippet captures the moment Andrew Rudchuk (Head of Finance Transformation@Starship Technologies) nailed that message:

Real transformation starts when the people closest to the data and the problem get the tools — and the training — to solve them.

That’s a wrap on Money20/20 Europe 2025 — but we’re not done yet.

Over the weekend, we’ll be dropping more insights, deeper interviews, and bold takes from the C-suite and beyond. Keep an eye on your inbox.

And who knows — maybe we’ll see you at the next big one. 😊😊

The Unofficially Money20/20 Team

Not affiliated with Money20/20

Bobsguide is a ClickZ Media publication