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 13th May. This co-located event series addresses the convergence of financial infrastructure and consumer psychology, providing fintech professionals with a roadmap for integrating financial services into non-financial platforms while navigating evolving regulatory and security landscapes.

What was announced

The 2025 event series, scheduled for 13th May in London, consists of three primary co-located tracks: FTT Embedded Finance & Super Apps, FTT Payments, and Customer Alpha. The gathering is expected to host over 600 participants and 150 speakers to bridge the gap between back-end payment innovation and front-end customer experience. The day begins with a plenary session addressing high-level themes such as the "wallet wars," the evolution of partnerships, and the broader opportunity within the embedded finance landscape.

Following the plenary, the event splits into specialized stages. The Embedded Finance & Super-Apps Stage focuses on the technical and commercial infrastructure required for non-financial brands to integrate financial services. Simultaneously, the FTT Payments Stage will address technical and regulatory shifts in the industry, including digital currencies and the emergence of new payment rails. The third track, Customer Alpha, is dedicated to the "why" and "how" of user behavior, focusing on digital inclusivity and the design of customer journeys.

Beyond the core content, the event includes a VIP Hosting Meetings Programme and networking sessions facilitated via a dedicated app. Attendees of these three events are also granted access to two additional co-located sessions: Future Identity Customer and FID Fraud & FinCrime, providing a broader view of the security and identity challenges currently facing the fintech sector.

The companies involved

The ecosystem represented at these events reflects the increasingly blurred lines between traditional banking and consumer retail. The community comprises a diverse mix of financial institutions, fintech startups, technology providers, and merchants. This cross-sector participation highlights the shift toward "finance-as-a-feature," where non-financial brands—ranging from retailers to telecommunications companies—are becoming significant players in the distribution of financial products.

In the London market, which remains a global hub for both legacy finance and agile fintech, these entities are navigating a complex landscape of regulatory change and technological disruption. Financial enterprises are increasingly looking toward tech providers to modernize their infrastructure, while fintechs are seeking partnerships with established merchants to scale their offerings. The inclusion of identity and fraud-focused sessions indicates the growing importance of specialized security firms within this network, as the industry grapples with the risks associated with faster payments and the complexities of digital inclusivity for all user types.

What this means

The co-location of these specific themes signals a maturing market where technical capability is no longer the sole differentiator. By placing customer behavior on equal footing with payment rails and embedded infrastructure, the industry is acknowledging that the "wallet wars" will be won on user experience rather than just back-end efficiency. This puts significant pressure on traditional banks that have historically struggled with agile UI/UX design. Furthermore, the focus on non-financial brands suggests that the next wave of competition for consumer loyalty may not come from rival banks, but from the platforms where consumers already spend their time and money.