rewrite this title Ariel Leachman of Bluum Finance on the Rise of Embedded Investing – Finovate

Credit union members and community banking customers readily trust their credit unions and community banks with their capital when it comes to saving and borrowing. But what about investing? In most instances, those same members and customers will seek out other institutions and businesses when it comes to investing for the future and managing their wealth.

What if credit unions and community banks instead could keep those members and customers by catering to their investing and wealth management needs? How might this positively impact customer and member relationships and deepen engagement?

This week, our Finovate First-Timers series features Ariel Leachman, Co-founder and Chief Operating Officer at Bluum Finance. Headquartered in Los Angeles, California and founded in 2025, Bluum Finance offers a unified platform for embedded wealth management and investing, providing brokerage and AI-powered advisory infrastructure via APIs. The company combines multi-asset, multi-market brokerage, custody, and reporting in a single integration, enabling credit unions, banks, and fintechs to offer seamless investing experiences for their members and customers. Bluum Finance made its Finovate debut at FinovateSpring 2026 in San Diego. Co-founder Ope Sonusi is CEO.

In our conversation, Leachman discusses the opportunity that credit unions and community banks have by integrating investing and wealth management capabilities directly into their existing platforms. Leachman also explains how Bluum Finance streamlines the process for smaller financial institutions, delivering access to a range of asset classes and international markets via a single API. Finally, she shares her thoughts on what it will take to make cross-border investing as easy and commonplace as cross-border payments.

What problem does Bluum Finance solve and who does it solve it for?

Ariel Leachman: Credit unions, community financial institutions, and consumer fintechs have built strong relationships with their customers. The challenge is that when those customers are ready to start investing and building wealth, they often have to leave for another platform. Bluum enables fintechs and financial institutions to launch investing and wealth management directly within their existing platform, enabling them to expand their offering, generate new revenue, and strengthen customer relationships.

How does Bluum solve this problem better than other companies?

Leachman: Many embedded investing platforms focus primarily on trade execution. We take a broader approach by combining multi-asset investing, AI-powered wealth management, and the underlying brokerage infrastructure in a single platform. Rather than having to stitch together brokerage, custody, compliance, reporting, and portfolio guidance from multiple providers, our partners can launch through one API while we manage much of the complexity behind the scenes. Our platform also supports a range of asset classes and international markets, giving financial institutions a single platform to help their customers build diversified investment portfolios.

Who are Bluum’s primary customers and how do you reach them?

Leachman: Our primary customers are consumer fintechs, community banks, and credit unions that want to add investing and wealth management to their existing product offering without the high cost and operational lift of building a brokerage platform from scratch. Most of these institutions already have strong customer relationships and are looking for practical ways to expand their offering while keeping the experience simple for both their teams and customers. We primarily reach them through direct relationships, strategic partnerships, and industry events like Finovate.

Can you tell us about a favorite implementation or deployment of your technology, or a particularly valuable partnership experience?

Leachman: One of the most rewarding parts of building Bluum has been working with financial institutions that genuinely want to help their customers build long-term wealth. Credit unions, in particular, have earned a tremendous amount of trust within their communities. Helping them extend that relationship beyond everyday banking into investing feels especially meaningful because it allows more people to access wealth-building tools through an institution they already know and trust.

What in your background gave you the confidence to respond to this challenge?

Leachman: As co-founders, we’ve spent years working in financial services and technology before launching Bluum. My co-founder, Ope Sonusi, spent his career building fintech platforms for US and international markets, and I spent my career in investment banking and private equity, building deep expertise in capital markets, investment products, and financial institutions. As we spent more time speaking with financial institutions and fintechs, one thing became clear: many wanted to offer investing, but the infrastructure required to do it was too costly and complex. That insight became the foundation for building a platform like Bluum Finance.

You demoed at FinovateSpring in May of this year. How was the experience?

Leachman: FinovateSpring was a great experience. It gave us the opportunity to demo the Bluum platform and engage directly with credit unions, community financial institutions, fintechs, and industry leaders to better understand their priorities around investing, wealth management, and member engagement. The event reinforced our view that embedded investing and wealth management are becoming essential components of the modern digital banking experience, and that financial institutions are looking for simple, compliant solutions they can bring to market quickly.

You have talked about the opportunities in frontier and emerging markets and how the challenge is making cross-border investing as seamless as cross-border payments. Can you elaborate on this idea?

Leachman: Cross-border payments have become dramatically easier over the past decade. Today, a financial institution can enable cross-border payments through a single integration without having to build the underlying infrastructure. Cross-border investing hasn’t evolved in the same way. Offering investment access across markets still requires coordinating brokers, custody providers, regulatory requirements, and reporting, which creates a lot of complexity.

Our goal is to simplify that experience so financial institutions can offer access to both US and international markets without having to manage the high cost and onerous operational lift themselves. We believe the next evolution of financial services will make cross-border investing as seamless and accessible across global markets.

What are your goals for Bluum Finance over the balance of 2026 and into next year?

Leachman: We are focused on growing our partnerships with financial institutions, consumer fintechs, and credit unions. We’ve seen strong interest from institutions that want to offer investing but don’t want to build and operate the infrastructure themselves, so we’re focused on helping more partners bring those capabilities to market. We’re also excited about expanding the range of investment opportunities available through Bluum, including private markets and digital assets.

Photo by PiggyBank on Unsplash

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