The Rise of Banking-as-a-Service: Understanding the Definition, Impact, and Best Practices for Banks

The Increased Popularity of Banking-as-a-Service

Banking-as-a-service (BaaS) has become increasingly popular recently, with the rise of fintech and other non-traditional financial service providers. BaaS is not a new concept, but recent technological advancements and changes in customer behavior have accelerated its growth. The COVID-19 pandemic has also changed how people interact with financial institutions, as more customers prefer digital-based services.  

The BaaS trend has also gained momentum due to regulatory changes, such as the European Union’s Payment Services Directive 2 (PSD2) and the open banking initiative in the UK, which have made it easier for fintech and other non-bank companies to access banking services. 

Understanding the evolving world of BaaS, best practices, and how to implement BaaS strategies is critical for banks to thrive. For banks to stay ahead of the curve, they need to be ready to take advantage of all the benefits that BaaS offers. 


BaaS refers to banks providing financial services to other companies, such as fintech, through the bank’s infrastructure and capabilities. This can include services such as payment processing, account management, and compliance. 

BaaS enables other companies to offer financial services, such as digital banking apps or lending platforms, without building and maintaining the infrastructure. 


BaaS can significantly impact banks, allowing them to expand their customer base and revenue streams. By partnering with fintech, banks can access new markets and customer segments they may have yet to be able to reach otherwise. 

BaaS can help banks increase efficiency and reduce costs by leveraging the technology and expertise of fintech partners. 

Banks can also benefit from BaaS by providing additional services to their existing customers, such as digital banking platforms. Banks can also access new data and insights about their customers that can be used to improve products and services. 

BaaS also allows banks to respond to the changing financial landscape and meet the evolving needs of their customers. With BaaS, banks can stay competitive and ahead of the curve by offering new and innovative services that customers demand, allowing banks to comply with open banking regulations and regulations in the global market. 


Develop a clear BaaS strategy: Banks should clearly understand how BaaS fits into their overall business strategy and what specific services they want to offer through BaaS. 

Choose the right partners: Banks should carefully select fintech partners with the technology and expertise to help them achieve their BaaS goals. 

Invest in technology: Banks should invest in the technology and infrastructure needed to support BaaS services. 

Embrace open banking: Banks should be open to the idea of open banking, which is a model that allows customers to share their financial data with third-party providers. 

Complying with regulations: Banks should ensure they comply with all relevant regulations and guidelines related to BaaS. 



In today’s rapidly changing financial landscape, it’s more important than ever for banks to find ways to stay competitive and meet the evolving needs of their customers. One way to do this is by partnering with fintech through BaaS.  

BaaS allows banks to leverage the technology and expertise of fintech to offer their customers a broader range of services allowing them to gain access to new markets and customer segments that they may not have been able to reach otherwise.  

If you’re a bank looking to stay ahead of the curve, learning more about BaaS and how it can benefit your business is vital. Explore how to partner for success with fintech through BaaS below: 

Understand the fintech’s business model: Banks should clearly understand the fintech’s business model and how it aligns with their own. 

Collaborate on product development: Banks should work with fintech to develop new products and services that take advantage of their respective strengths. 

Share risk and reward: Banks should be willing to share the risks and rewards of BaaS partnerships with fintech. 

Communicate regularly: Banks should communicate periodically with fintech partners to ensure they are on the same page and working towards common goals.


Creating a solid BaaS partnership is the key to success if you need help with infrastructure, client-facing technology, or credit decisioning and want to enhance your data sources.  

GDS Link can enhance your BaaS model in today’s ever-changing market conditions by utilizing our recommended resources, like: 

  • Lending solutions 
  • Enhanced data sources specific to the specialty lending niche. 
  • Quickening or accelerating your business line (s) with our scalable and speedy automated decisioning while maintaining your credit policies. 
  • Partnering to employ our modern technology to support your bank or Fintech’s technology stack. 
  • Work with our  data scientists dedicated to identifying the best data sources and models for your program(s) to grow your portfolio sustainably. 

We can serve as an extension of your team to help you reach your team’s BaaS goals. Other partners have seen this to be very effective in driving their modern approach to growth and sustainability in embedded finance. 

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GDS Link’s latest eBook – “Navigating the BaaS Landscape: A Comprehensive Guide to Understanding and Implementing BaaS Partnerships.”

This eBook delves into Banking as a Service and explores its key concepts, best practices, and strategies. From defining BaaS to measuring its performance, this guide will provide you with a comprehensive understanding of this rapidly growing industry.

Download the eBook and take your knowledge of BaaS to the next level: 


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From loan originations and decisioning, to customer management and beyond, GDS Link helps thousands of clients manage risk while driving growth.