A visionary leader with 25 years of expertise in Fintech, SAP, and B2B Payments, Murthy Maddali is currently serving as the Managing Director for Europe and Senior Vice President at Techwave. He also serves as a committee member for the Cross-Border Working Group at The Payments Association. Murthy has played a pivotal role in Techwave’s European success story. His strategic vision and commitment to innovation have not only driven impressive growth but also positioned Techwave as a pioneering leader in the European region. With a sharp focus on sustainable, profitable growth, Murthy has laid a solid foundation for long-term success, cementing his reputation as a visionary in the industry.
Murthy excels in developing go-to-market strategies for new markets, effectively navigating diverse European regions with solutions tailored to local cultures and languages. He is a strong advocate for open banking, electronic payments, and digital inclusion. With expertise in SAP HANA, SAP Analytics Cloud, Datasphere, and BTP, Murthy helps businesses leverage technology to drive operational excellence and digital transformation.Murthy Maddali, Managing Director – West Europe, Techwave
Embedded finance is significantly transforming daily platforms into financial gateways. It’s not about creating new roads; it’s about integrating finance into the roads already travelled by millions across Bharat.
In India’s growth story, inclusion has long been the promise banking the unbanked, digitizing the informal, and connecting the rural with the financial mainstream. But now, embedded finance is delivering on that promise quietly and powerfully by transforming daily platforms into financial gateways. It’s not about creating new roads; it’s about integrating finance into the roads already travelled by millions across Bharat.
Imagine a farmer using an agri-tech app to buy seeds and, in that same moment, accessing a tailored credit offer based on land records and crop history. Or an employee who is a gig worker accessing their delivery app for a chance to purchase micro-insurance or start saving unexpectedly. This is what embedded finance does: it’s highly relevant, smooth to use and brings a sense of inclusion.
India Stack is the Key to Successful Digital Public Infrastructure
Changes in India began with India Stack, a set of public digital tools such as Aadhaar, UPI, DigiLocker and Account Aggregators. Because of these components, the basic architecture for trust, access and scale has been set.
UPI has led the way in India by making payments instant, easy and practically costless for users. Now, it is the main way people pay online, supporting everyone from street-side stands to city customers.
DigiLocker makes it simple for people to keep and share their verified documents with banks, NBFCs and insurance companies which speed up and simplify getting loans and insurance.
Account Aggregators make it possible for individuals to share their financial details safely, helping new systems to score credit for those who are not well served, including MSMEs and informal workers.
They combine to lower the barriers that have long been part of getting finance. With these, financial products arrive for users exactly where and when they are needed inside the platforms they trust most.
Farming as you Know it, Updated with Contextual Finance
Several decades have seen smallholder farmers face problems with unstable income, unexpected losses in yields and a lack of access to prompt credit. Embedded finance is quietly changing this.
Today, when a farmer browses an agricultural input platform, AI systems behind the scenes can analyse land records, satellite data, and purchase history to deliver an instant credit offer. There’s no need to visit a branch or fill out lengthy paperwork.
Even insurance is being redesigned. It’s not an afterthought anymore but a bundled service—packaged within crop advisory tools or agricultural product purchases to offer coverage against climate and price risks. Financing is now not just faster but more relevant to the farmer’s reality.
When securing business funding for small companies, data-driven methods are used, even outside the main centres.
The Indian economy relies on micro, small and medium enterprises, but their unformal structure and missing credit history bring them repeated credit gaps.
Using data, embedded finance is closing that gap in financial services. If you use an invoice, UPI or GST, it leaves behind a digital pattern that can be used by platforms to decide on your credit. The fintech industry is now seeing procurement and logistics platforms provide features including working capital loans, invoice discounting and Buy Now, Pay Later (BNPL) options.
The outcome is a credit engine that works from the edges, responding to MSMEs’ needs and with little hassle. The management systems now include finance as a native, everyday business feature.
The Beauty Of Gig Workers: Managing Your Finances The Traditional Way
Ride-hailing, food delivery, freelancing and service platforms in the gig economy now give work to millions. Even so, gig workers are kept out of many types of credit, savings or insurance options.
Such services make it easier for bank employees because they meet them in their natural environment. Each day, these workers’ applications allow them to cash out earnings straight away, save a little money for strong performance and claim health or accident insurance. Agile practices integrate these services into the regular workday.
As a result, you gain trustworthiness and become less vulnerable financially. It means solid access but also includes choice and dignity right from the start.
Regulatory Action and Protecting People
The development of embedded finance in India is due in large part to a progressive policy framework. Examples like the Account Aggregator model, sandbox programs and targeted insurance changes have formed the perfect setting for new ideas.
Furthermore, JAM Trinity and Direct Benefit Transfers have helped to ensure people’s financial records are online and supported by banks, so more secure and expanded embedded financial services can be used. Digital commerce, agriculture, and EV mobility platforms enabled by systems like ONDC, Agri Stack, and FAME are now embedding credit and insurance into everyday trade, logistics, and service operations. Finance is no longer a layer added on top; it is woven into the transaction.
Problems: When Markets Are Kicked Out and Data Misuse
When embedded finance grows, related risks also increase. The payment industry is becoming more concentrated which is a growing problem. If applications offer fair competition and variety, the risks to the system will be reduced.
Ethics related to data is also important. Since many financial decisions now rely on data, being clear about how information is used is very important. Users must understand what they’re signing up for—what is being tracked, how it’s used, and what rights they hold.
Finance may be becoming invisible, but responsibility cannot.
Embedded Finance is Bharat’s Bridge to the Future
Embedded finance isn’t just a fintech trend. It is Bharat’s bridge to opportunity, resilience, and equity. It makes finance available, affordable, and approachable—without asking users to seek it out.
From farmers who receive timely credit at sowing season, to gig workers building safety nets without stepping outside their apps, to MSMEs scaling with real-time liquidity embedded finance is turning platforms into prosperity pipelines.
This is not just India catching up to the future of finance. This is India defining it.
