Embedded finance is a term that has only been around for a relatively short time. But some fintech companies have created services that could be embedded in non-financial firms for many years. It really began in the payments space and became a part of lending and we often called it lending-as-a-service before embedded lending was a thing. One of the pioneers of embedded lending is LiftForward. My next guest on the Fintech One-on-One podcast is Jeffrey Rogers, the CEO and founder of LiftForward, an embedded lending fintech that has been around since 2013. They have a fascinating story and might hold the record for the youngest fintech to partner with one of the tech behemoths. In this podcast you will learn: The founding story of LiftForward.How a small fintech company was able to land Microsoft.How their multi-faceted relationship with Microsoft works.How lenders are involved in this process.Details of how all the different parties come together.The demographic changes that are driving their business.The different types of payments plans and subscriptions they do.What the Mastercard Engage partner network is and how LiftForward is involved.What brands want to see when it comes to embedded lending.How LiftForward makes money.The changes they needed to make to become an international company very early on.The scale that LiftForward is at today.Where they are focusing this year when it comes to new markets.Jeffrey's vision for the future of LiftForward.Connect with Jeffrey on LinkedIn Connect with LiftForward on LinkedIn Connect with Fintech One-on-One: Tweet me @PeterRentonConnect with me on LinkedInFind previous Fintech One-on-One episodes