What Is Banking As A Service Baas?

BaaS platforms have surfaced as a key component in open banking, in which firms provide financial transparency options for account holders through opening their application programming interfaces or APIs for third parties in order for them to develop new services. In addition, increasing awareness regarding the internet banking is also driving the growth of BaaS market. As customers are using internet banking to access a variety of services, including 24-hour banking, cash transfers, balance checks, account statements and online purchases, providing these services is undoubtedly more reliable. The current wave of digital transformation is being driven by newer technologies such as Artificial Intelligence, Robotic Process Automation, Blockchain, API Banking, and Internet of Things which have the potential to dramatically alter the banking landscape. These technologies, when harnessed together, will be able to provide much deeper levels of personalization and enhanced customer experience, transform the banking operations, changing the very essence of how the banking industry operates today.

Fintechs should look for a Banking as a Service provider that will get them to market fast, that integrates deeply with partner bank systems, and that is connected with great banks. ‍Just as banks need aggressive and adaptive cybersecurity teams, they need to make sure their partners adhere to the same high standards. A hole in the armor of your banking software provider is a hole in the armor of your bank.

what is baas in banking

On March 23, Mizuho Financial Group and Google Cloud announced a strategic collaboration agreement to accelerate the Japanese bank’s digital transformation and retail innovation strategy. Beyond these providers, there are tech companies that assist new startups in integrating with BaaS providers and other APIs from around the globe. The banking-as-a-service platform demand in Japan and South Korea was valued at ~US$ 150 Mn and ~US$ 78 Mn in 2020, respectively and is projected to register CAGR of around 18% and 16% respectively between 2021 and 2031.


Tech-savvy legacy banks can fend off the encroaching threat of fintechs by moving into the BaaS space to share their data and infrastructure. As a BaaS provider, we guide our customers through the steps of creating their own secured financial environment to support their various use cases. On the other hand, a non-pure BaaS provider offers retail banking services.

what is baas in banking

However, Europe currently leads the global market, with market share of around 30% in 2021. Hence, the demand for banking-as-a-service Platform would increase across the country, during the forecast period. Moreover, the increasing work-from-home scenario amid global lockdowns due to COVID-19 outbreak is generating a strong demand for banking-as-a-service platform worldwide. The pandemic is likely to spur a widespread and systematic revamping of high-impact digital journeys in the banking sector, such as customer onboarding and product origination, to deliver a truly outstanding digital experience to their customers.

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One reason for the UK’s accelerated adoption of innovative financial technology could be that more incumbent banks and financial services companies have begun to offer fintech products directly to consumers. As more traditional financial institutions in the UK partner with fintechs, the country is positioned to supply its customers with world-leading digital services in banking that other regions are yet to experience. This model can work for fintech companies, but it’s really designed for non-finance companies that are interested in embedding financial products into their core products/apps/experiences. These brands want to add banking to make their products stickier, improve customer satisfaction, and diversify their revenue streams. There is a high likelihood that they will never want to take more ownership of the stack underpinning their financial product. For bank partners, the benefit of this model is a turnkey BaaS channel that can be activated quickly and can start generating revenue with little upfront or ongoing work.

what is baas in banking

Forbes recently reported that Chime, which was originally planning an IPO for early this year may be planning to delay that entrance into the public market until late 2022. Other late-stage private fintech companies will likely exercise patience as well. Depending on your company, you may get a better deal from either usage based pricing or flat fees. ‍BaaS providers with easy-to-use, well-documented APIs make it easier for fintech developers to get products into the hands of consumers faster. Fintechs are often fast-growing companies, and banks can benefit from their marketing and customer acquisition.

Why Is The Demand For Banking As A Service Apis Projected To Increase?

‍Banks should seek out a BaaS provider that integrates well with fintechs. Banking fintechs or offering services through them enables banks to gain deposit market share and other benefits. The firm provides agency banking services including secure access to core banking solutions, payment schemes and systems, all operated within a liquidity-managed account. A number of countries have already begun introducing open banking regulations, indicating that the financial services industry is moving toward an era where shared data and infrastructure will become consumers’ new expectations. Let’s look at a simple example, if a supermarket wanted to offer credit cards to their customers, they could partner with a bank to offer those services. They integrate the bank’s systems with their platform using simple APIs and they build their own tools and interfaces for their customers.

‍Banks should look for a BaaS provider that is capable of integrating deeply with the bank’s systems. When a BaaS platform is not well integrated with a client bank, small changes to the client bank system can break the user experience. Banks have a tendency to look at Banking as a Service as just an IT line item, but the truth is that BaaS is a critical piece of a bank’s overall business strategy. A premium BaaS platform will understand a bank’s governance and compliance requirements, integrate deeply with all the bank’s systems, work well with other fintech apps, and provide superior cybersecurity. ‍When people use Fintech services to spend money, that money has to come from somewhere.

In a matter of years, access to this level of information will become table stakes for digitally native customers — so banks that begin now will be ahead of the curve, and likely rewarded with high demand. Open Banking also involves connecting to non-banks via API, similar to BaaS. Technically though, Open Banking provides read-only data, while BaaS offers the ability to read and edit the given data. In simpler words, Open Banking will allow companies to access and pull the bank account data through APIs, and non-banking businesses will merely use the data for their products. The fintech corporations segment is expected to contribute a revenue share of close to 26% in 2021, and is expected to showcase a strong CAGR growth over the upcoming years owing to rapid digitization.

  • If they aren’t regular banks do they have to build the infrastructure, what about regulations and so on.
  • Meanwhile, banks have merged, consolidated, and closed brick-and-mortar branches.
  • In addition to getting ahead in open banking, legacy institutions that launch their own BaaS platforms are also opening up new revenue streams.
  • Banking-as-a-Service platforms provide more financial transparency options by letting banks open up their APIs for third parties to develop new services.
  • The COVID-19 pandemic put pressure on banks to accelerate their digital transformations.

Consumers are looking for digital-first financial services and organisations looking to deliver outstanding digital experiences for their customers. Adoption of the BaaS platform within fintech corporations increased at an incredible pace and the amount of funding available is a strong indication this pace is not slowing down anytime soon. In Q $22.8 billion raised, through Q3 fintechs raised a record $96.5 billion, and global fintech funding for all of 2021 hit $131.5 billion. Many people in the fintech sector now see a new chance for banking-as-a-service to grow in embedded finance — where non-fintech companies add credit or debit cards, loans or other financial services to their products.

It allows fintech companies and other financial institutions to create payment solutions on its platform. Each company using its BaaS platform is given access to resources such as virtual ledger manager, digital banking services, e-wallets, and payment card programs. BaaS is a model where licensed banks integrate their digital services directly into the products of non-banking businesses. The best way to explain this further would be by an example – take, for instance, an online electronic store, which is facing sharp competition from its peers.


For example, I’d be fascinated to see a super-regional bank with strong consumer lending expertise build a BaaS offering focused on enabling lending-first fintech companies looking for more support than a community bank or community bank + BaaS platform can offer. Whichever business model you are considering, it is important to have in mind that not all institutions are alike. To put it simply, different banking-as-a-service providers offer different sets of services. As the image below shows, BaaS can have all layers of services, a couple of layers, or a single layer. Fidor Bank is a German digital-only challenger bank that helps financial, retail, and telecom businesses bring their digital banking concepts to life. The startup provides turnkey white label banking solutions covering bank license across Europe, technology, compliance, risk management, go-to-market strategy, and customer service.

By integrating with fintechs, banks can take advantage of potential revenue from transaction fees. Unique IBAN accounts for individual users and hit two birds with one stone. First, it contributes to a better user experience as they do not have to make a bank transfer each time they make a transaction on the platform as the funds are securely stored there.

At the same time, innovation in the financial sector is dramatically changing the markets. While this explains why BaaS has evolved the way that it has, it by no means guarantees that it will remain true moving https://globalcloudteam.com/ forward. Banks with more than $10 billion in assets could easily compete for fintech partnerships by offering a more generous debit interchange split or by specializing in areas outside of debit cards .

It depends on how bullish you are about the future of embedded finance and how pessimistic you are that banks and fintech companies will ever be able to find love without matchmaking. According to projections from Cornerstone Advisors, the U.S. banking as a service market could grow from approximately $1.2 billion in revenue in 2021 to more than $25 billion by 2026. This projection is based on an assumption that the total number of banks offering BaaS services increases tenfold during that period, which seems entirely reasonable given the incentives for mid-size banks to participate in BaaS that I laid out above. So, to sum up, mid-size banks are facing a revenue recession that seems likely to sustain for at least the next couple of years and fintech companies are benefiting from an outrageously bullish private market that shows no signs of slowing down. Banks can hold deposits and provide FDIC insurance, while fintechs generally can’t. The challenge of working with banks is that they have long sales cycles, sometimes too long to accommodate the urgent monetary needs of early stage startups.

A banking platform as a service that is already integrated with banks can offer a faster sales cycle so non-BaaS fintechs can connect with banks on a quicker timeline. A BaaS platform may be able to enter into agreements with fintechs independently, or will at least have an established relationship with banks that smooths the deal making process. BaaS providers can also help fintechs to connect with more banks at once.

For banks, these platforms match them up with the fintech companies that best fit their target risk/return profile and significantly streamline the process of evaluating, onboarding, and supporting those fintech partners. For fintech companies, these platforms match them up with the bank partners that will best fit their vision and reduce their time to market and upfront and ongoing expenses by orders of magnitude. It also explains the emergence of BaaS platforms, which provide the technical, operational, and legal middleware between banks wanting to offer BaaS and fintech companies that need to find and integrate a bank partner . ‍Fintechs should seek BaaS providers that integrate deeply with bank partners’ systems. You want to be able to access the full breadth of banking capabilities. You also want to be sure that a small change in the bank’s system will not cascade into a broken experience or outdated information for your users.

Moreover, the increasing preference among organizations for efficient service platforms and automation capabilities is expected to drive the demand for BaaS platforms in the large organizations segment. Furthermore, the advent of open banking in India, will further catalyze componentization, which in turn will result in increased inter-bank and fintech collaborations in the future. In India, Yes Bank and RBL Bank pioneered BaaS in 2013 by opening several APIs to developers. Currently, in India, API offerings exist from all major private banks like HDFC, ICICI, and Kotak, while multiple BaaS FinTech startups like Zeta, Setu, and Yap are growing rapidly with increased funding. Thus, the banking-as-a-service platform is estimated to witness a noteworthy growth from around 12% to 14% Y-o-Y from 2019 to 2021.

What Is Banking As A Platform?

A BaaS provider can build a top-notch general digital banking experience for customers. We will share more insights into how banking-as-a-service and banking-as-a-platform can help. Especially for financial institutions, like, P2P lending and Crowdfunding platforms. Fidor designs, tests, and builds its clients’ digital banking projects into its full-service proprietary digital banking platform fidorOS .

Meanwhile, banks have merged, consolidated, and closed brick-and-mortar branches. Clients benefit from customized card programs, while the business creates an additional stream of revenue. Some may say that Banking as a Service is white-label banking and they would be right. You do not need to develop or own specific infrastructure – all you need is a brand and a business development team. For now, these regulations don’t require banks to begin offering BaaS, so those that choose to do so will be ahead of the curve — and likely see high demand as a result.

Open Banking Vs Baas: How Is Banking

The company currently offers basic deposit accounts, compliance, payments, banking, and debit cards. In April of 2019, Bankable announced a partnership with Visa to accelerate its digital banking solutions. Banking-as-a-Service is a key component to open banking, in which banks open up their systems and allow third parties to access their data to enhance their own services. Tech-savvy legacy banks that create their own BaaS platforms now will not only get ahead of the open banking opportunity before their competitors, but also unlock a new stream of revenue by monetizing their platforms. In addition to getting ahead in open banking, legacy institutions that launch their own BaaS platforms are also opening up new revenue streams. The two main monetization strategies for BaaS include charging clients a monthly fee for access to the BaaS platform or charging a la carte for each service used.

What’s common, globally, is that banking needs to catch up to consumer expectations while aligning with regulations and maintaining financial security. The right approach can create a world where banks can work with companies to bring great financial products to new audiences, without being constrained by legacy systems. what is baas The COVID-19 pandemic put pressure on banks to accelerate their digital transformations. Bank, for example, closed hundreds of branches in 2020 as more customers opted for digital banking. They are great at keeping money safe, but may struggle when it comes to building a digital experience that users love.

A company that wants to utilize Evolve solutions for their End Users. Our solutions are designed to be flexible, so they can be tailored to solving the financial needs of your End Users. Monetization strategies include charging clients a monthly fee for access to the BaaS platform or charging for each service that is used. “The global spread of Covid-19 along with megatrends such as digitalization, the aging population, and globalization have led to significant changes in our lifestyles and economies,” said Masahiro Kihara, Mizuho’s president and CEO, in a prepared statement.

Banks win because they increase customer satisfaction, simultaneously saving money on development and support. Banking as a Platform means Banking as “a Platform for fintech and tech companies”. Founded in 2016, the Paris-based startup has approval from the French Prudential Supervision and Resolution Authority , and is a STEP2 and Principal member of the Mastercard networks. Treezor was acquired by the Societe Generale group in 2019 to accelerate the parent company’s open innovation strategy, as well as the international expansion of Treezor in Europe.

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