Embedded is now Embed

Michael Giles
Sep 28 · 1 min read

Today, we’re announcing our rebrand from Embedded to Embed. We have a slightly new name, but everything else remains the same.

Introducing Embed

Embed is a modern clearing & custody platform, built from the ground up, to enable businesses to offer investing experiences to their retail customers.

What do we do and how do we do it?

We’re vertically integrated, from the API layer down to the DTCC, including all of the necessary licenses and memberships. Our proprietary technology “core”, developed in house, was architected to allow us to execute, clear, settle and custody virtually any asset class, in any currency.

To start, our initial focus is US financial markets, including equities (stocks and ETFs), fractional equities and options. Over time, we will continue to add asset classes.

Why are we doing it?

The status quo in B2B fintech is that APIs are superficial and only skin deep, and that it’s okay to stitch together half a dozen legacy batch systems, wrap an API layer over the top, and consider that innovation.

For them, good enough is just fine. No one will notice. At least, that’s what they think.

For us, it’s not fine. It’s lazy and it’s not “innovation”. The status quo has to go.

We’re here to change the game, and we’re launching in Q4 2021.

If you are building a product that requires access to the US financial markets, please get in touch and we would love to help.

Michael Giles
Founder & CEO


Modern clearing & custody. Built from the ground up.