Partner Article

The Future of Fintech in 2025: Expert Insights from Edenred Payment Solutions

As we move into 2025, the fintech landscape is set for significant transformation, with innovation, sustainability, and marketing leadership at the forefront. Industry experts from Edenred Payment Solutions share their perspectives on the trends that will define the year ahead—from the game-changing role of virtual cards in payments to the rising importance of sustainability in financial services, and the evolving influence of marketing as a strategic driver.

Rehana Mitha, UK Managing Director for Edenred Payment Solutions: 

"Virtual cards will drive efficiency and innovation in payments"

In 2025, virtual cards will revolutionise how businesses handle payments, seamlessly integrating into customer journeys and taking embedded finance to the next level. These cards are more than just a tool for efficiency—they’re a game changer for businesses embedding payment flows into their operations. Virtual cards simplify and speed up processes, enabling instant access to funds while improving the overall customer experience. Industries like insurance, where quick claims payouts are crucial, show how virtual cards can reduce frustration, build loyalty, and keep customers coming back. It’s a win-win for businesses and users alike.

But the benefits don’t stop there. Virtual cards make life easier behind the scenes too. With unique identifiers for every transaction, they simplify reconciliation and auditing, cutting down on errors and boosting transparency. This precision allows businesses to modernise while staying secure and compliant. As demand grows for smoother, smarter payment solutions, virtual cards are leading the charge. They’re reshaping how businesses think about payments—not just as a process to manage but as a way to delight customers and drive growth. In 2025, virtual cards won’t just keep up with the pace of change—they’ll set it.

Karine Martinez: Head of Sales at Edenred Payment Solutions:

Sustainability and ESG will remain front of mind for fintechs in 2025

By 2025, banks and payment providers will feel a strong push to step up their sustainability game. Over the years, consumers have become increasingly invested and educated around topics relating to the environment. 

It’s easy to look at this as something that applies to lifestyle brands, but it would be a huge mistake for banks, neobanks, and payment providers to not realise this applies to them too. There are big and small ways companies can do this, from eco-friendly cards like those we’ve seen made of wood, or carbon offsetting programs that help educate customers on how their spending affects the environment. 

In the interest of transparency, one of the biggest ways we’re investigating reducing our emissions as a payments provider is by finding partners with data processing hubs that contribute as little CO2 to the environment as possible. These huge data centres take a lot of energy, and while it’s hidden in the back end of the payment, it doesn’t make it any less important or relevant to the strategy, and ultimately the customer.

Real tangible improvements to a businesses impact on the environment will no doubt be front of mind in 2025, and those in the fintech industry need to make sure there’s a strategy and action in place. 

Raquel Soares, Head of Marketing at Edenred Payment Solutions:

Marketing will step into the spotlight as Industry experts

In 2025, fintech marketing teams will shift from being behind-the-scenes support to taking centre stage as industry experts. For too long, marketers have leaned on others—sales teams, product leads, or external thought leaders—to drive industry insight. But the future demands more. Marketing needs to level up its understanding of the fintech landscape, becoming proactive in shaping the narrative.

This transformation starts with marketers immersing themselves in the industry. Engaging with in-house experts, staying on top of trends, and consuming and analysing the latest content will become essential skills. It’s not about waiting for insights to trickle down, but actively seeking them out and using that knowledge to create meaningful, authoritative campaigns. It’s an upskill we’re all capable of—and it’s overdue

Organisations that get this right will see their marketing teams evolve into thought leaders who aren’t just amplifying others but leading the conversation themselves. In a world where salespeople often fill the expert role, there’s a huge opportunity for marketers to step up and own that space. By 2025, the most successful fintech marketers won’t just promote their companies—they’ll be respected voices in the industry, shaping the conversation and driving real impact.

This was posted in Bdaily's Members' News section by Edenred Payment Solutions .