Embedded Finance, AI, and Stablecoins Emerge as Top Digital Trends Shaping Southeast Asia
Embedded finance, artificial intelligence (AI), and stablecoins are emerging as key drivers of Southeast Asia’s next digital growth wave, shaping opportunities across agentic commerce, instant cross-border payments, and hyper-personalization, according to a new study by HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI).
The survey, conducted between December 2024 and May 2025, polled more than 2,400 respondents across six of Southeast Asia’s biggest countries to identify the major trends transforming how businesses, entrepreneurs, and consumers create and exchange value across the region.
Embedded finance becomes mainstream
The research highlights several trends shaping the future of the region’s digital economy, emphasizing the surge of embedded finance, with demand continuing to grow.
According to the study, 77% of consumers in Southeast Asia use embedded finance via wallets, buy now, pay later (BNPL), or in-app loans, reflecting the strong appeal of these capabilities. Additionally, 75% see embedded finance as “very important” or “useful”, underscoring its convenience, and alignment with current consumer expectations.
Usage of embedded finance by Southeast Asian consumers, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Consumers also identified embedded finance products as critical to enhancing their digital banking experience. When asked which features would improve their experience with digital banking apps, consumers expressed strong interest in embedded services, ranking integration with social media as the number two feature that would improve their experience. In addition, one in three consumers want financial services messaging apps, and one in four want these services in gig platforms and other everyday apps.
Features that would improve consumers’ experience with digital banking or payment apps, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Demand for embedded credit on the rise
Within embedded finance, BNPL is seeing the strongest demand. 66% of the consumers polled for the study want to see BNPL more often when making purchases and 48% want to see instant loans.
Embedded financial services that users want most, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Looking more closely at the profile of BNPL adopters in Southeast Asia, the study found that, contrary to conventional assumptions, BNPL users tend to be higher-income individuals rather than lower-income, financially underserved demographics seeking alternative sources of credit.
In fact, 61% of BNPL users are in the top two income quartiles. Moreover, these people tend to rank considerably higher than the average for credit card ownership, at 69% versus 45%. They are also much more digitally-savvy, with 75% using digital platforms to make transactions daily.
These findings suggest that higher-income, digitally confident consumers are driving BNPL growth in Southeast Asia, leveraging these solutions as a way to optimize spending and extend purchasing power. This points to significant growth potential across discretionary and premium categories, such as luxury goods, high-end electronics, travel, and lifestyle services.
Southeast Asia BNPL users, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
A fertile ground for agentic commerce
AI is another key trend highlighted in the report, with rapid advances in the technology paving the way for agentic commerce. Agentic commerce refers to the use of autonomous AI agents that can act on behalf of customers or businesses. These AI agents can find, compare, and potentially make purchases for customers based on their needs and preferences, aiming to enhance customer experience, convenience, and efficiency.
Results from the study show that Southeast Asia offers fertile ground for agentic commerce, as many consumers are comfortable trusting AI with their personal data. In fact, 73% of surveyed trust AI with their personal data, or at minimum do not mistrust it.
Furthermore, governments and organizations across the region are actively preparing businesses to adopt autonomous AI systems. In Singapore, for example, the Cyber Security Agency of Singapore (CSA) released in October Securing Agentic AI: an Addendum to the Guidelines and Companion Guide on Securing Artificial Intelligence (AI) Systems, providing practical guidance for system owners to secure agentic AI systems.
Research from SS&C Blue Prism estimates that over a third of Singaporean organizations plan to deploy agentic AI by 2026. A study by IDC found that about 70% of Asia Pacific (APAS) organizations expect agentic AI to disrupt business models by year-end 2026.
The HSBC, Google Cloud, and PCMI report expects stablecoins to accelerate the shift towards agentic AI, enabling the advent of “always-on commerce” with bots creating fully autonomous commerce flows. AI agents will decide what to buy, sell, invest, or pay for, while stablecoins will ensure the transactions are executed exactly as intended, following preset conditions such as amount, merchant type, and payment method.
AI-personalization as a new standard
In Southeast Asia, AI personalization has become common practice. This trend, which first emerged in e-commerce, has since expanded into finance. Today, 88% of Southeast Asian consumers are accustomed to personalization in financial services.
Personalization has even become an expectation for most, with 84% of respondents saying that they are willing or would consider switching to a bank or payment provider that offers more personalized services.
Respondents identified budgeting intelligence (53%) as the most desired AI-personalized financial feature, followed by investment advice (48%) and spending insights (43%).
Personalized banking services valued most by users, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Instant payments surge, but gaps remain
Across Southeast Asia, instant payments have become ubiquitous, driven by payment modernization efforts and faster payment rails. Digital payments through e-wallets and account-to-account (A2A) are now overtaking credit cards in transaction value, accounting for 58% of cashless transactions.
E-wallet and account-to-account (A2A) GTV (US$B), Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Despite the rise of real-time payments, several industry vertical remain underserved. Across the region, 32% of consumers reported experiencing slow processing times and 42% of business owners reported slow payments as a challenge in their business. That figure is even higher in Malaysia and Vietnam, at 50% and 52%, respectively.
Southeast Asian consumers cited refunds for returns, alongside insurance payouts, and cross-border payments, as the most under-performing verticals for fast-payments.
Consumer prioritization for fast payments versus their experience with slow payments, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Real-time cross-border payments take center stage
Another key trend highlighted in the HSBC, Google Cloud, and PCMI report is the increased focus on delivering instant cross-border payments. In this topic, two major developments are emphasized: Project Nexus, and the proliferation of stablecoins.
Project Nexus, led by the Bank for International Settlements, focuses on linking domestic instant payment systems across countries for faster and lower-cost cross-border payments. Indonesia, Malaysia, the Philippines, Singapore, Thailand, and the Eurosystem, are among those part of the initiative.
According to the report, the implications for Project Nexus are vast. For e-commerce platforms and retailers, the technology is poised to expand the size of their addressable market by increasing the use of QR code payments and mobile wallets, boosting conversion rates. For money remitters, it’s poised to make payout simpler and more uniform across the region.
Update on Project Nexus, Source: HSBC, Google Cloud, and Payments and Commerce Market Intelligence (PCMI) Consumer Survey, Nov 2025
Stablecoins pick up steam
Alongside Project Nexus, digital currencies are seeing increased adoption. 12% of Southeast Asian respondents in PCMI’s survey use digital currencies weekly. In Singapore, the SGD-pegged stablecoin, XSGD, is showing strong traction, recording over 8 billion in transaction volume as of mid-2025.
Regulatory clarity is further accelerating adoption. For example, Singapore launched a stablecoin regulatory framework in 2023 to ensure a high degree of value stability for stablecoins regulated in Singapore. The Monetary Authority of Singapore (MAS) is currently working on legislative amendments to formalize the framework.
This clarity has prompted global players like Circle and Ripple to expand operations in Singapore to support enterprise use cases, illustrating that the region is well-positioned for institutional adoption.
Featured image: Edited by Fintech News Singapore, based on image by pikisuperstar via Freepik
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