The Customer Obsessed to Descend on London on 13 May

The 2025 editions of FTT Embedded Finance & Super Apps, FTT Payments, and Customer Alpha will convene in London on May 13th, addressing the critical intersection of infrastructure and consumer behavior. For fintech professionals, this co-located event represents a vital opportunity to navigate the "wallet wars" and the evolving landscape of non-financial brand partnerships.

What was announced

The co-located events are scheduled for May 13, 2025, in London, bringing together over 600 participants and 150 speakers across multiple disciplines. The day begins with a plenary session covering high-level themes such as customer behavior, the expansion of embedded finance, and the competitive dynamics of digital wallets. Following the plenary, the event splits into three specialized stages. The Embedded Finance & Super-Apps Stage focuses on the technical infrastructure and partnerships required for non-financial brands to integrate financial services, featuring speakers with hands-on implementation experience. Throughout the agenda, non-financial brands and financial enterprises will examine how embedding financial products can create better outcomes for both consumers and businesses.

The FTT Payments Stage targets innovation in digital currencies, regulatory compliance, and the rise of new payment options, featuring a mix of tech providers, financial institutions, and merchants. Finally, the Customer Alpha Stage examines the psychology of consumer behavior, focusing on digital inclusivity, product design, and the role of emerging technologies in crafting customer journeys. Attendees also gain access to two additional co-located events: Future Identity Customer and FID Fraud & FinCrime. The event includes a VIP Hosting Meetings Programme and digital networking tools to facilitate collaboration between merchants, fintechs, and traditional banks, culminating in tailored networking sessions designed to connect a diverse community of industry professionals.

The companies involved

The FTT event series represents a significant cross-section of the London fintech market, focusing on the practical application of embedded finance and payment innovation. These co-located events—FTT Embedded Finance & Super Apps, FTT Payments, and Customer Alpha—serve as a meeting ground for a diverse ecosystem that includes traditional financial institutions, agile fintech startups, and major merchant brands. The inclusion of specialized tracks for identity and fraud prevention highlights the industry's move toward a more integrated view of the customer journey, where security and seamlessness are paramount.

By facilitating direct interaction between infrastructure providers and non-financial enterprises, the event series addresses the growing demand for "finance-as-a-service" models. This community-driven approach is designed to foster the partnerships necessary for brands to successfully embed financial products into their existing customer experiences. As the market moves away from standalone financial apps toward integrated super-apps and embedded services, these gatherings provide the essential networking and knowledge-sharing infrastructure required to navigate a rapidly changing regulatory and technological landscape. The focus on collaboration between tech providers and merchants underscores the shift in the market where the point of sale is increasingly becoming the point of service.

What this means

The consolidation of these three distinct tracks—embedded finance, payments, and customer experience—reflects a maturing market where technical silos are breaking down. As non-financial brands increasingly act as the primary interface for banking services, the pressure shifts from pure product development to seamless integration and trust. This event highlights a shift in the industry: the "wallet wars" are no longer just about who processes the transaction, but who owns the customer journey. For traditional financial institutions, the challenge remains how to provide the "pipes" without losing brand relevance, while fintechs must prove that their infrastructure can handle the weight of global scale and regulatory scrutiny.

The focus on digital inclusivity and customer behavior also suggests that the next phase of fintech competition will be won on user experience rather than just feature sets. This convergence forces every player in the ecosystem to reconsider their role in a world where financial services are ubiquitous and invisible. The industry is moving toward a model where the "why" of customer behavior is just as important as the "how" of the payment rail, making cross-sector collaboration a necessity rather than a luxury.