Could investing eventually become as normal as tapping your phone to pay for coffee? That’s the future fintech infrastructure companies like Upvest believe is quickly taking shape.
According to Symmie Swil, Upvest’s UK General Manager, embedded investing is changing the way banks, fintechs, and wealth platforms compete for customers.
Instead of forcing people to open separate brokerage accounts or speak with financial advisors, investing tools are now being built directly into the apps many people already use for banking and payments.
One example is Upvest’s partnership with SumUp, which allows merchants to invest unused cash through in-app money market funds.
Making investing feel like everyday banking
Swil says the goal is to make investing feel “as easy as spending money.” Behind the scenes, Upvest handles the difficult parts like trade processing, settlements, custody, licensing, and compliance. Meanwhile, banks and fintech companies can focus on the customer experience users actually see.
Competition is heating up because customers increasingly expect everything in one place. Why jump between multiple apps just to manage savings, payments, and investments? Financial companies now face pressure to offer smoother, more connected experiences if they want users to stay loyal.
Low barriers, bigger expectations
Accessibility is also helping drive the shift. Features like fractional investing allow people to start with as little as £1, while lower trading fees remove another common barrier. Younger investors especially tend to expect quick onboarding and simple interfaces. If the process feels clunky, many simply move on.
In Swil’s view, the companies most likely to succeed long term will be the ones backed by the strongest infrastructure underneath it all. Reliable cloud-based systems help fintechs launch products faster while also supporting AI-powered tools like personalised recommendations, automated operations, and real-time account updates.
