Gemba Finance Ltd., a UK-based Authorised Payment Institution, has expanded its embedded finance platform with official listings on the Microsoft Commercial Marketplace and Google Cloud Marketplace. This move enables global technology companies to integrate financial services and launch fully branded banking applications in under seven minutes, bypassing traditional regulatory and capital hurdles. The company's "Turnkey Banking" model abstracts the complexity of compliance and banking infrastructure, allowing partners to focus on product development and community growth.
The platform introduces a disruptive economic model where partners can retain up to 70% of revenue from custom fees they set for users, alongside a 20% share of base transaction fees. This transforms banking from a cost center into a significant profit engine for technology platforms. Partners join a "Fintech Marketplace" ecosystem where applications can interact, share liquidity, and access plug-and-play financial services, creating new monetization opportunities for user bases.
Gemba's marketplace launch is supported by what the company calls a "Trust Trinity" of regulatory and institutional backing. Partners operate under Gemba's Financial Conduct Authority license (FRN: 804853), with Gemba assuming full liability for know-your-customer, anti-money laundering, and sanctions screening requirements. All funds are safeguarded through Gemba's correspondent banking network, providing enterprise-grade security. The company's selection for the JPMorgan Chase Fintech Forward Programme and recognition as a UK Government-Recommended Banking Partner through the Department for Business & Trade's Investment Support Directory further validate its operational robustness.
The white-label banking solution is available immediately on both cloud marketplaces, with enterprise clients able to leverage existing Azure Consumption Commitments or Google Cloud commits for procurement. This strategic expansion follows Gemba's vision of creating a global financial marketplace where technology founders can become fintech founders without the traditional barriers of regulatory approval, capital requirements, and complex banking partnerships that have historically limited market entry. The platform's availability on Microsoft Commercial Marketplace and Google Cloud Marketplace represents a significant democratization of financial services infrastructure, potentially accelerating fintech innovation globally by removing the substantial upfront investments and regulatory complexities that have traditionally restricted market participation to well-capitalized incumbents.
This development matters because it fundamentally alters the economics and accessibility of banking-as-a-service. By allowing technology companies to retain up to 70% of custom fee revenue while operating under Gemba's regulatory umbrella, the model incentivizes platform innovation rather than merely outsourcing financial operations. The seven-minute deployment capability represents a dramatic reduction from the typical months-long integration processes required for traditional banking partnerships, potentially enabling rapid experimentation and scaling of financial products. The implications extend beyond mere convenience, as this approach could reshape competitive dynamics in both technology and financial sectors by allowing non-financial companies to quickly monetize their user bases through banking services while maintaining brand identity and customer relationships.
The marketplace ecosystem approach creates network effects where participating applications can share liquidity and services, potentially creating more resilient financial networks than standalone solutions. For enterprise clients, the ability to use existing cloud commitments for procurement simplifies budgeting and accelerates adoption. This expansion represents a significant step toward the vision of embedded finance becoming ubiquitous across digital platforms, with potential implications for financial inclusion, innovation velocity, and the redefinition of what constitutes a financial services provider in the digital economy.
