Embedded finance and Banking-as-a-Service (BaaS) are changing the way financial services are delivered and used, letting financial products be easily added to platforms that aren’t financial. The main reasons that make people want to use embedded finance and BaaS solutions, as well as the problems that arise, are investigated in this study. The study uses technology adoption models and real-world data to show how trust, perceived risk, data security, performance expectations, and social influence play important roles in shaping user intentions and business strategies. The results show that strong security frameworks, user-centred design, and the proper integration of APIs are necessary to build trust and encourage adoption. The study also shows how important it is for embedded finance and BaaS projects to follow the rules and come up with new technologies to be sustainable and scalable in the long term. These insights can help financial institutions, fintech companies, and policymakers use embedded finance and BaaS to improve the customer experience, make operations more efficient, and help more people get access to money.