While payment facilitation has opened up a new segment of service providers within the payments industry, embedded finance is opening up the world of payments to every company. The allure of embedded finance is rooted in the deepening of the customer relationship through offering meaningful financial products. This deeper relationship comes in the form of increased customer loyalty - or “stickiness” - and new revenue streams accretive to the company’s core business. This is all well and good, but payments and financial products are regulated, complex, and often require support at the critical moment of the transaction or afterward. How is customer support evolving to meet the needs of companies and customers in the world of embedded finance? How should providers be thinking about customer support?  In this episode, Yvette sits down with Ashley Isenberg, VP of Revenue and Strategic Partnerships at Finix and Glenbrook’s Drew Edmond to explore the ongoing evolution of customer support in the payments industry.