- Buyers expect B2B finance to be as fast, clear, and seamless as consumer transactions. Complexity should exist behind the scenes, not in the customer journey.
- Offering finance where buying happens, and using AI and connected systems to streamline approvals, reduces friction and keeps lenders and OEMs relevant.
- Faster decisions, fewer handoffs, and a smooth experience aren’t optional. They’re the competitive edge in B2B, directly impacting deals and brand perception.
At the ELFA 64th Annual Convention, one message was clear: the finance experience now defines the brand. Across each panel, leaders agreed that modernization isn’t optional anymore. It’s happening fast, and those who simplify, connect, and move with speed will win.
1. Consumerization is the new standard
Buyers don’t separate their “consumer life” from their “business life.” They expect the same speed, transparency, and confidence in a $50K equipment transaction that they get buying a phone online.
The takeaway: finance has to feel modern, even if the structure behind it is complex. The focus should be on simplifying the experience, not the underwriting.
2. Simplicity ≠ less sophistication
Consumerization doesn’t mean cutting corners; it means making complexity invisible. You can still have every layer of credit, compliance, and risk control, but the customer shouldn’t have to experience it.
3. Embedded finance is how the industry catches up
Finance needs to live where the buying happens. Whether it’s inside a Configure-Price-Quote software (CPQ), a distributor portal, or an eCommerce flow, that’s where the buyer expects to see financing options.
More than just a feature or plug-in, embedded finance is how lenders and OEMs stay relevant in their own channels.
4. Orchestration and AI are the enablers, not the story
The market doesn’t care about “AI” or “platforms” for their own sake. They care about what these tools enable: faster approvals, fewer handoffs, cleaner data, and less rework.
AI amplifies what credit officers can do without replacing the human element. The orchestration layer is what makes legacy systems behave like modern ones without a full rip-and-replace.
5. Buyer psychology has permanently changed
Decision speed now equals trust. If you’re slow, you feel risky. If your process is clunky, it reflects poorly on the brand.
Buyers expect control, clarity, and confirmation, not waiting around for a finance desk to reply. The big message: in B2B, the experience is now part of the product.
6. Speed and friction are the new competitive battleground
Every extra step, every missing data field, every rekeyed form—it all adds up to lost deals.
In an instant-gratification world, delay equals doubt. Speed doesn’t mean cutting risk; it means cutting wasted motion between systems and teams.
Where is embedded finance heading?
Embedded finance is moving fast, and the future is all about speed, automation, and measurable impact:
- Underwriting is moving to the top of the funnel.
- Deals will be prequalified before the quote ever goes out.
- AI will quietly handle the heavy lifting in real time, including doc recognition, fraud detection, data scoring, and policy checks.
- OEMs and distributors will start tracking finance attach rate as a key performance metric, right alongside revenue.
For traditional lenders: start small, but start now.
Modernization happens step by step, and you don’t need a full system overhaul. Instead:
- Pick one customer journey and eliminate a few friction points.
- Connect systems before replacing them.
- Find a partner who can modernize your workflows without blowing up your existing model.
What it all means for Valiant
We’re sitting right at the convergence of everything the market is talking about: consumerization, embedded workflows, and AI-driven orchestration.
The conversations we had at ELFA only reinforced that the pain points are real and shared across the industry. Everyone knows they have to modernize—they just don’t know how.
Our story resonates because it’s not “digital transformation” jargon. It’s practical, it’s measurable, and it connects directly to what OEMs, distributors, and lenders are trying to fix right now.
Want to explore embedded finance for your business?
If you’re ready to reduce friction and bring modern finance into your sales workflow, Valiant can help. Let’s set up a conversation to discuss how embedded finance could work for you.