are cutting out the traditional financial middleman and plugging in software from tech startups to offer customers everything from banking and credit to insurance.So-called embedded finance - a fancy term for companies integrating software to offer financial services - means Amazon can let customers "" when they check out and Mercedes drivers can get their cars to pay for their fuel.
And that means they'll be further away from the mountains of data others are hoovering up about the preferences and behaviours of their customers - data that could be crucial in giving them an edge over banks in financial services.
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