Building Financial Infrastructure Requires More Than Just Technology
The Global Fintech Report 2026 from Boston Consulting Group and FT Partners highlighted a significant opportunity: fintech currently captures only around 3% of B2B financial services revenue, despite offering compelling alternatives.
This isn’t because businesses don’t want better solutions - they do. The real obstacle is trust, according to Karine Martinez, head of strategic partnerships at Wallester, a European card-issuing platform that helps fintechs launch and scale payment programs.
Beyond Feature Lists: Operational Risk Matters
Martinez argues that businesses evaluate new financial infrastructure not on whether it’s technically superior but on what happens if it fails. A company with established workflows built over years makes a different calculation than a startup willing to experiment - they weigh the cost of disruption against potential benefits.
“Until a provider can convincingly answer how they’ll handle failures and ensure a smooth transition, incumbents win by default,” Martinez explains. This creates a trust deficit that shapes adoption patterns.
Trust is Earned Through Experience
Businesses build trust through real interactions rather than marketing promises. GF Money, a Scandinavian financial services provider, moved to Wallester’s card-issuing platform and now offers virtual cards within 5 minutes of application - a tangible experience for both the company and its customers.
David Öhlund, CEO of GF Money Scandinavia, noted that this seamless integration was only possible with a modern API stack.
Beyond initial implementation, trust compounds with every smooth transaction. Companies look for partners who can adapt as they grow and handle issues proactively - not just during the sales process but throughout the relationship.
Where Embedded Finance Projects Fail
Martinez observes that many projects stall in implementation due to unclear responsibilities, overlooked compliance requirements, or scope creep once technical teams get involved. The most common pitfall is treating embedded finance as an add-on rather than a strategic integration that strengthens the core business value.
For successful launches, she recommends:
- Clear ownership and accountability across departments
- Realistic timelines with early input from product, tech, compliance, and operations
- A shared understanding of how the partnership will create customer value
Test Before You Commit
When evaluating APIs, Martinez advises: “Ask for real sandbox access, not a slide deck.” Buyers should be able to test endpoints, error handling, and documentation before signing any contract. Hesitation to provide hands-on access is often a red flag.