Embedding financial services within large consumer and business platforms is a global trend that's gaining traction in India. These platforms have structural advantages such as higher reach, superior engagement, growing trust, and better access to contextual data. However, success in embedded finance varies by product type and platform characteristics. For example, credit cards work well in platforms with high spend or those in core credit card reward categories, while contextual insurance fits platforms with uncertainty across service quality or delivery. For platforms looking to embed financial services, it's crucial to understand the key capabilities required and common myths to avoid. It's estimated that Indian platforms can create additional annual revenue of $12-15 billion by FY30 across payments, lending, and insurance through embedded finance.