Treasury Prime Accelerates Embedded Banking With New Bank-direct Initiatives

By Author: Orson Amiri
Total Articles: 395
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Treasury Prime, a leading embedded banking software company, is launching new initiatives, including a Bank-Direct product, to enhance support for banks and credit unions. This product allows banks to directly sell, manage, and service fintechs and corporate customers, aligning with Treasury Prime's shift towards a "bank-direct" approach. According to Chris Dean, the CEO and co-founder, the future of banking is embedded, and successful fintechs are forging direct partnerships with banks. The Bank-Direct product facilitates real-time collaboration between banks and fintech partners through self-service tooling, actionable insights, risk controls customization, and a unified dashboard. Treasury Prime aims to focus on supporting banks in closing deals, streamline contracts, enhance platform implementation and customer onboarding, and optimize investments to drive bank-led fintech and embedded banking partnerships. The bank-direct approach is in response to increased in-house business development capabilities by banks and regulatory demands for rigorous oversight and compliance.

Treasury Prime's Bank-Direct product offers ...
... an industry-leading, API-driven infrastructure, allowing banks to strengthen relationships with fintechs and manage client relationships directly. The shift reflects the evolving fintech marketplace, where banks seek BaaS operating systems to enhance their capabilities in client acquisition, management, and support. Regulators are also emphasizing that banks should directly oversee the activities of fintech partners, and Treasury Prime's bank-direct approach aims to provide the necessary tools for banks to succeed in this regard. The company remains committed to providing dedicated support for all parties on its BaaS operating system while focusing sales efforts and software development to enable banks to directly serve fintechs and other embedded banking brands. This approach is expected to create a safer and more sustainable ecosystem for all participants in the banking and fintech sectors.

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