Consumer expectations with respect to frictionless self-serve shopping experiences are constantly evolving. Offering seamless financing as part of that experience (for any product) is quickly becoming the norm. Credit unions must be an active part of the embedded finance ecosystem to remain relevant with consumers in the next decade. In this session, we explore the various modes of embedded financing, the importance of being present at the “top-of-funnel,” and how credit unions can effectively compete in the hypercomputing point-of-sale (POS) financing space.