rewrite this title Streamly Snapshot: Navigating Embedded Banking—Challenges and Breakthroughs – Finovate

This week’s Streamly Snapshot features an interview with Rob Thacher, Founder and CEO of BankShift, on the way embedded banking helps community banks, credit unions, and other financial institutions offer more services to their customers and initiate new revenue streams.

In this interview, recorded at FinovateSpring 2025 in San Diego, Thacher talks about the latest trends in the embedded banking space, current challenges and barriers faced by community banks and credit unions, and how technologies are emerging to help these institutions better serve their customers and members while competing effectively against their larger rivals.

The new demographic, we call them the Gen Zers, 28 years old and below, they are in a different space from where financial institutions are. Traditionally, with financial institution apps, you have to go there and do everything. But unfortunately, these large financial institutions and these neobanks are really impeding those Gen Zers from wanting to participate with the financial institution any more. Why? Because they don’t have a seamless interface; it’s not embedded where they are already at … They are not in the financial institutions that are $5 billion and below; they’re not looking for those apps.

The metrics show that you lose those folks when they come along with their family member to become a part of a credit union or community bank. And that’s how you (get) these users. And so, what’s happening? They’re losing them and they’re not coming back.

Founded in 2020 and headquartered in Portland, Oregon, BankShift offers an embedded banking loyalty platform that helps financial institutions partner with trusted brands in order to unlock new sources of revenue and enhance engagement with customers. BankShift provides banking and loyalty services via both direct embeds into brand-owned apps, portals, and digital ecosystems, as well as by a standalone option hosted by the financial institution and co-branded with the partner. BankShift made its Finovate debut at FinovateFall 2024 in New York and returned to the Finovate stage the following year for FinovateSpring 2025 in San Diego.

Rob Thacher is Founder and CEO of BankShift. He is a veteran technology executive with 25 years of experience, including co-developing CreditWise and leading innovative fintech initiatives. Thacher thrives on building large-scale products and platforms that solve real consumer challenges through cutting-edge technology.

Photo by Tabitha Mort

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