Gemba Finance Ltd., a UK-based Authorised Payment Institution, has expanded its embedded finance platform with official listings on the Microsoft Commercial Marketplace and Google Cloud Marketplace. This strategic move enables global technology companies to integrate financial services into their offerings without navigating traditional regulatory hurdles, allowing them to launch fully branded banking applications in under seven minutes.
The platform's availability on these major marketplaces represents a significant shift in how non-financial businesses can enter the fintech space. By abstracting the complexity of compliance and banking infrastructure, Gemba allows partners to focus on product development and community growth rather than regulatory approval processes that typically require years and substantial capital investment.
Alexander Legoshin, CEO of Gemba, emphasized the company's vision of creating a global financial marketplace where technology founders can seamlessly become fintech founders. This approach dismantles traditional barriers that have prevented many innovative companies from offering financial services to their user bases.
Gemba introduces an economic model that transforms banking from a cost center to a revenue generator for partner companies. In a market-leading arrangement, partners can retain up to 70% of revenue from custom fees they establish for their users, alongside a 20% share of base transaction fees. This revenue-sharing structure provides technology platforms with new monetization opportunities directly through their existing user relationships.
The platform operates as a "Fintech Marketplace" where applications can interact, share liquidity, and access plug-and-play financial services. This ecosystem approach creates additional value beyond standalone banking applications by enabling interconnected financial services across partner platforms.
Gemba's marketplace debut is supported by what the company calls a "Trust Trinity" of regulatory and institutional validation. Partners operate under Gemba's Financial Conduct Authority license (FRN: 804853), with Gemba assuming full liability for know-your-customer procedures, anti-money laundering compliance, and sanctions screening. All funds are safeguarded through Gemba's correspondent banking network, providing security for both partners and end-users.
Institutional validation comes from Gemba's selection for the JPMorgan Chase Fintech Forward Programme and recognition as a UK Government-Recommended Banking Partner through listing in the Department for Business & Trade's Investment Support Directory. These endorsements signal operational robustness suitable for enterprise-grade deployments.
The solution is available immediately on both marketplaces, with enterprise clients able to leverage existing Azure Consumption Commitments or Google Cloud commitments for procurement. This streamlined adoption process reduces barriers for companies already utilizing these cloud platforms. More information about Gemba's services can be found at https://ge.mba.
This development has significant implications for the financial technology landscape, potentially accelerating the convergence of technology and financial services across multiple industries. By lowering entry barriers and providing substantial revenue-sharing opportunities, Gemba's platform could enable thousands of technology companies worldwide to offer financial services, creating new competition in banking and expanding financial access to diverse user communities. The model represents a shift toward embedded finance becoming a standard feature rather than a specialized offering, with implications for traditional banking relationships, financial inclusion, and innovation in financial services delivery.
