New research reveals that consumers have become financial orchestrators, and SMBs now view payments as strategic assets—creating an unprecedented opportunity for platforms to lead the next era of financial innovation.
Payments have quietly evolved from simple transactions into strategic business tools that consumers and SMBs now use to optimize, compete, and grow. What used to be a simple swipe or tap has become the foundation of sophisticated financial strategies for both consumers and businesses. Marqeta's 2025 State of Payments Report uncovers how this shift is reshaping the relationship between consumers, businesses, and the platforms that serve them.
Get your copy of the 2025 State of Payments Report and discover how the evolution from transactions to transformation is creating new opportunities for platforms to become indispensable financial partners.
This year's research surveyed 3,000 consumers and 1,000 small businesses, revealing a powerful convergence where consumer sophistication is driving business strategy, creating unprecedented opportunities for platforms positioned at the intersection.
Consumers have become financial orchestrators
The data tells a compelling story: 32% of consumers surveyed say they'd use a mobile wallet that makes purchases automatically based on past behavior. This isn't just about convenience—it's about intelligent optimization.
As AI becomes more embedded in everyday life, today's consumers are strategic about their financial tools, using multiple payment methods to maximize rewards, optimize cash flow, and automate their financial lives. The research shows they're demanding:
- Unified rewards management: 63% want unified rewards and loyalty management across brands, tired of juggling dozens of separate programs.
- Intelligent automation: Consumers expect their payment tools to work harder, automatically optimizing rewards and simplifying financial decisions.
- Cross-platform value: They want seamless experiences that deliver consistent value regardless of where or how they shop.
This sophistication represents a fundamental shift in consumer behavior—from passive payment users to active financial strategists who expect every transaction to work in their favor. Platforms have an opportunity to lead by building smarter, personalized experiences that drive loyalty and simplify decision-making.
SMBs are treating payments as strategic assets
As consumer expectations evolve, small and medium-sized businesses are responding with their own transformation. The numbers are striking:
- 52% of SMBs surveyed now view payment systems as strategic assets—not just operational necessities.
- 89% of U.S. SMBs are willing to invest in new solutions with higher upfront costs if it means long-term savings and greater efficiency.
This represents a massive shift from reactive expense tracking to proactive spend optimization. SMBs are no longer just trying to control costs—they're seeking payment systems that actively help them grow through improved cash flow management, automated processes, and strategic insights.
“The payments landscape is evolving as consumers expect more tailored and integrated financial experiences, especially from brands they know and love. By enabling brands to build their own financial ecosystems, Marqeta transforms every transaction into a strategic touchpoint—deepening relationships, driving loyalty, and positioning platforms to capture daily spend in a rapidly evolving market.”
“SMBs are realizing the potential for payments to do more – unlock capital, improve cash flow, and automate operations. With Marqeta, platforms can capitalize on this demand by embedding intelligent financial tools that turn everyday business spending into a competitive advantage,” continues Pollak. “In today’s economy, SMB payments are evolving fast—and those who prioritize speed, flexibility, and convenience are better positioned to weather uncertainty and realize long-term success.”
Todd Pollak, Chief Revenue Officer, Marqeta
The platform opportunity: Helping bridge two evolving worlds
Here's where the story gets interesting for platforms: you're well-positioned at the intersection of these two transformations.
While consumers demand smarter financial tools and SMBs seek strategic payment solutions, platforms have unique advantages that others don't:
- Expansive customer bases spanning both consumer and business segments
- Rich data insights from multiple touchpoints
- Robust infrastructure capable of serving diverse needs
This creates an unprecedented opportunity to evolve from payment processors into the intelligent financial backbone that powers relationships, drives growth, and creates lasting competitive advantage.
Embedded finance: the new competitive moat
The research reveals that this transformation is part of a larger movement toward embedded finance, where financial services become seamlessly integrated into existing platforms and workflows. This isn't just about adding payment functionality—it's about becoming indispensable to your customers' financial success.
Platforms that recognize this shift can help their business customers meet elevated consumer expectations while building the intelligent financial ecosystems that create lasting value for everyone involved.
What this means for platform strategy
“Marqeta’s State of Payment Report signals a move beyond simply choosing a payment method or processing a transaction. Consumers are thinking strategically about their payment methods, seeking more convenience and choice and requiring payment providers to offer the options that deliver the most value in real-time based on their specific needs.”
“UK SMBs need smarter, more flexible payment solutions that not only support their day-to-day operations but also actively fuel their long-term growth,” continues Glogowski. “As SMBs raise their expectations for financial tools, payment providers that can deliver real-time and modern solutions that reward businesses will be best positioned to capture this growing demand.”
Marcin Glogowski, Marqeta's SVP, Managing Director for Europe and UK CEO
Ready to Lead the Transformation?
Get your copy of the full 2025 State of Payments Report here.