When it comes to financial services, logic would suggest that numbers rule. The lower the fees, the better. The higher the yield, the more attractive. Right?
Not exactly.
While pricing and rates still matter, there’s a quieter, more decisive factor shaping how users engage with financial products today: a sense of control.
Control isn’t just about access to features – it’s about how intuitively and confidently users can navigate their financial lives. And increasingly, that confidence is built not on spreadsheets or savings, but on user experience (UX).
From cost to confidence
There was a time when customers chose financial providers based on pricing alone. But in today’s embedded finance landscape – where financial services are seamlessly integrated into platforms – expectations have changed.
Users aren’t just comparing fees anymore. They’re asking:
- Can I see exactly where my money is going?
- Is it easy to move, spend, or save when I want to?
- Do I get notified when something important happens?
- Do I feel in control – or do I feel confused?
When users answer “yes” to these questions, retention follows. Engagement deepens. And often, pricing fades into the background.
The illusion of transparency
Ironically, many financial products still give users information – but not clarity. Think of the long PDF statements, the buried fees, or the cryptic error codes.
The result? A user who technically has access, but feels out of control.
In contrast, modern platforms are investing in real-time dashboards, clean design, and proactive communication. Not because it’s trendy, but because it creates a tangible feeling: you’re in charge.
It’s not about giving users “more data” – it’s about showing what matters, when it matters, in a format that makes sense.
Control is trust. Trust is business.
For platforms and marketplaces offering financial features – wallets, payments, accounts, cards – this shift is critical.
A user who doesn’t feel in control of their money is a user who won’t:
- Top up or store funds
- Use a virtual or physical card
- Stay long-term
- Recommend the service
On the other hand, platforms that provide intuitive financial tools, clear transaction flows, and seamless interfaces build something stronger than convenience: trust.
And in embedded finance, trust is the currency that keeps everything moving.
Designing for emotional logic
There’s a common misconception that financial UX is about numbers and graphs. In reality, it’s about reducing stress. About making things feel simple, even when they’re not.
This is where thoughtful design meets real impact:
- Pre-filled fields that minimise effort
- Instant feedback on actions (e.g., “Funds sent!”)
- Clear error messaging that tells users what to do next
- Language that talks like a human, not a legal notice
These aren’t bells and whistles. They’re subtle signals that say, “You’re safe here. You’re in control.”
The takeaway: win on experience, not just efficiency
Costs can be matched. Interfaces can’t.
Enterprises that embed financial services into their platforms are competing in an emotional economy – where what people feel about your product often outweighs what they pay for it.
When you design for confidence and clarity, you don’t just create a better interface – you build a relationship that lasts longer than any discount or perk ever could.
