Going beyond open banking: A global financial services company enables BaaS and embedded finance at scale with DigitalAPI

A global financial services company headquartered in the United States provides advanced technology solutions across payments, banking, and commerce. Supporting over 10,000 financial institutions and millions of businesses worldwide, its offerings span core banking systems, digital banking, payment processing, card issuing, and merchant services. The company continues to lead with innovation, embracing emerging technologies like AI and cloud-native banking to enhance product offerings and deliver at scale.

The Challenge

The company set out to scale its BankingHub APIs and deepen collaboration across its growing ecosystem of fintechs and financial institutions. A key strategic goal was to establish itself as a foundational enabler of Banking-as-a-Service (BaaS), making it easier for fintechs to rapidly build and launch financial products, and for banks to integrate third-party solutions with minimal friction.

To bring this vision to life, the company needed to empower developers to discover and access APIs quickly, help fintechs go to market faster, and offer financial institutions a seamless way to tap into a growing catalogue of apps and services.

However, there was no unified self-service platform where fintechs could register, explore APIs, or subscribe to dedicated instances independently. Nor was there a centralised marketplace to showcase fintech applications or drive API adoption across the financial institution network. This lack of consolidated access and visibility led to a fragmented developer and partner experience, resulting in operational overhead for internal teams.

Digital API’s Solution

To help bring this ecosystem vision to life, Digital API designed and delivered a purpose-built platform addressing both ends of the engagement spectrum: how fintechs interact with APIs, and how the company manages and scales those interactions internally. The solution comprised two key components:

1. API Marketplace for API Discovery and Monetisation

Digital API developed an API Marketplace to serve as a single entry point for fintechs building on the company’s BankingHub APIs. Through a guided, self-service interface, developers could register, explore APIs, and instantly access sandbox environments. The marketplace also enabled direct subscription to dedicated instances, eliminating manual provisioning and accelerating time-to-value.

Beyond onboarding, fintechs could also publish and showcase their applications within the marketplace. This created a powerful distribution layer where financial institutions could discover and adopt new apps, enabling go-to-market opportunities that didn’t previously exist.

2. Admin Portal for Control, Governance, and Visibility

To support this growing ecosystem at scale, Digital API also delivered an internal Admin Portal. This gave internal teams a unified control centre to manage API usage, track subscriptions, oversee partner engagement, define pricing models, and more.

The portal also enabled teams to review and vet fintech partners before apps went live, ensuring security, compliance, and alignment with go-to-market workflows. Role-based access, audit logs, and publishing controls were implemented to govern interactions across teams and maintain enterprise-grade standards.

Together, the API Marketplace and Admin Portal laid the foundation for a BaaS and created a platform where fintechs could rapidly prototype, deploy, and distribute financial products to FIs and end users.

Business Outcomes

With Digital API’s API Marketplace and Admin Portal in place, the company gained a first-mover advantage in launching BaaS and embedded finance offerings. The platform enabled faster onboarding, tighter governance, and scalable monetisation across the entire API ecosystem. The key outcomes included:

• Onboarded 100+ banks, 30+ fintechs, and over 1,000 developers via a centralised API Marketplace.
• Unlocked new revenue streams with support for API subscriptions, app showcases, usage tracking, and billing.
• Improved customer experience by powering digital journeys for fintechs and financial institutions.
• Enabled instant access to banking APIs, enabling developers to rapidly deploy BaaS and embedded finance solutions.
• Ensured enterprise-grade security at scale with role-based admin access, audit logs, IP whitelisting, and DPoP authentication.
• Allowed for seamless migration from Apigee Edge to Apigee X and supported deployment across Azure, AWS, and GCP.

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