Mitgo Group Expands into Fintech with Embedded Acquisition
The partnership will enable publishers to gain access to loans and other financial services.
Germany-based marketing technology provider (martech) Mitgo Group has acquired UAE-based finance platform Embedded. This step marks Mitgo's entry into the affiliate marketing sector, which saw expenditures surpass $14.4 billion in 2023 and is projected to climb beyond $15.7 billion this year.[1]
Established in 2023 under the leadership of Oleg Chanchikov, Embedded specializes in embedded financial services.
Founded in 2022 by Alexander Bachmann, Mitgo Group aims to facilitate over 7% of affiliate marketing transactions in the next three years, potentially valued at over $1.5 billion.
Mitgo aims to offer embedded finance solutions to affiliate publishers worldwide through its new fintech division, particularly focusing on underserved audiences in regions like the Middle East and North Africa (MENA), Asia–Pacific (APAC), and LATAM. These solutions promise instant earnings withdrawals, addressing a common pain point in the industry where publishers typically face lengthy waiting periods of up to 120 days.
Additionally, publishers will gain access to loans and other financial services, along with benefits like reduced transaction costs and improved transaction speeds.
This expansion into embedded finance benefits publishers and opens new avenues for major players in the financial industry, enabling them to reach untapped markets.