Across Europe, more businesses are adding financial services to products their customers already use. Accounts, payments, cards, and digital wallets are no longer only part of traditional banking. They are becoming part of everyday customer journeys across industries.
Still, turning this idea into a working financial product is not simple. Companies need licensed financial infrastructure, payment processing, compliance, security, and a mobile banking app that customers can actually use with confidence.
That is why ConnectPay is partnering with Baltic Amadeus, the company behind FinCell, to offer a more complete route to market for businesses planning to launch digital financial services across the EEA.
Why Infrastructure Alone Is Not the Full Product
The partnership brings together ConnectPay’s licensed EMI infrastructure and FinCell’s mobile banking solution. For businesses, this means the regulated backend and the customer-facing app can be planned together from the start, instead of becoming two separate projects.
ConnectPay provides the regulated foundation needed to offer financial services: dedicated IBAN accounts, SEPA and SWIFT payments, card issuing, and compliance support. This part is critical, but for the end user, it mostly stays invisible.
Customers judge the service through what they can actually use. They open the app to check a balance, make a payment, or manage a card. If that experience feels confusing, slow, or unreliable, the strength of the infrastructure behind it will not matter much.
That is where FinCell adds the customer-facing layer: a white-label mobile banking solution for iOS and Android that businesses can adapt to their brand. With both parts already aligned, companies can avoid turning mobile app development into a separate, long-running project before launch.
What Usually Slows Launches Down
The idea of offering financial services is often clear, but the work behind it can slow companies down. This includes regulated infrastructure, compliance requirements, product flows, integrations, branding, and testing.
When each part is handled separately, the launch can quickly turn into a long coordination project. Teams spend time aligning providers, translating requirements between technical and compliance teams, and solving integration questions before the product is even ready for customers.
The ConnectPay and Baltic Amadeus partnership gives businesses a more direct starting point. Instead of connecting the basic parts of the service one by one, companies can begin with a setup where the financial infrastructure and mobile banking app are already designed to work together.
This is exactly the gap this joint solution is designed to close: giving businesses the regulated infrastructure and customer-facing app foundation in one coordinated solution.
‘With the European embedded finance market experiencing massive growth, a common denominator among the companies is the expectation to launch embedded financial services across the EEA as soon as possible. As businesses move away from fragmented service providers toward all-in-one financial cores, combining our licensed EMI backend with FinCell’s ready-made frontend meets the new demand. We are giving clients the infrastructure they need to scale safely, without the headache of building it themselves,’ says Simas Simanauskas, Chief Commercial Officer at ConnectPay.
40–60% Shorter Implementation Timelines
Depending on the project scope, the joint ConnectPay and FinCell solution can reduce implementation timelines by 40–60% and help businesses move towards launch in 3 to 5 months.
That difference matters because most of the work before launch is not visible to the customer. Teams need to define payment flows, account setup, card management, onboarding, compliance processes, and the mobile banking experience around them. When each of these parts is built and connected separately, the timeline can stretch quickly.
Instead of spending the early stages on standard banking functionality and provider coordination, teams can focus on the decisions that shape the actual product: payment flows, onboarding, card management, customer journeys, and market fit.
For companies entering financial services, a shorter implementation timeline does not only mean launching earlier. It also means getting customer feedback sooner, testing the offer in real conditions, and using more resources on growth rather than internal development.
Ready for Launch and What Comes After
Getting to market faster is important, but a financial product also needs to keep working well after the first release. New iOS and Android versions, security updates, customer expectations, and new product features all create ongoing work for the team behind the app.
It’s a long-term technical commitment. The mobile banking app has to stay reliable, secure, and easy to use, while the company is also trying to grow its customer base and develop the commercial side of the product.
After launch, the app still needs regular work: security updates, support for new iOS and Android versions, feature changes, and adjustments based on customer feedback. With FinCell, businesses do not have to carry all of that app maintenance internally while they are trying to grow the financial service.
‘Customers experience the fintech entirely through their mobile apps, and even the best backend infrastructure can go unnoticed if that user experience is poor,’ highlights Linardas Saldukas, Head of Strategy Consulting Unit at Baltic Amadeus.
For ConnectPay clients, this removes part of the coordination work that often slows down financial product launches: separate vendors, app development, integrations, and updates after launch.
The joint ConnectPay and FinCell solution is now available for companies planning to launch or expand digital financial services across the EEA.
Planning to launch financial services across the EEA? Talk to ConnectPay about combining licensed infrastructure with FinCell’s mobile banking app.
