Embedded Growth
How the Next Wave of Internet Tech Will Scale 📈
The Embedded Future: How the Next Wave of Internet Tech Will Scale
The apps of the future won't live in app stores—they'll live inside the apps you already use.
The Shift: From Standalone to Embedded
The user adoption wars are changing. Instead of fighting for downloads and competing with app store gatekeepers, the smartest companies are embedding their innovations directly into existing platforms where users already spend their time.
The old playbook: Build app → Get featured → Buy ads → Hope users download The new playbook: Build feature → Embed in popular app → Users discover organically
Real Examples of Embedded Growth in Action
Financial Services: The Crypto Trojan Horse
Robinhood + Kalshi: Robinhood partnered with Kalshi to launch prediction markets for NFL and college football—but here's the genius part: they're treating these as CFTC-regulated financial contracts, not gambling. This sidesteps state gambling laws while embedding crypto-adjacent features without app store restrictions.
Uber + Coinbase: Uber offsetting Coinbase fees - Users can earn crypto through rides without dealing with exchange complexity.
Telegram's TON Wallet: Built into Telegram's interface and is beginning its U.S. rollout this week. It is a self-custodial crypto wallet in which a user controls their own private keys. Over 100 million users activated it globally in 2024 without downloading a separate app.
AI Everywhere: The Intelligence Layer
Meta AI Integration: Meta's AI integration with WhatsApp promises to revolutionize messaging experiences - AI image generation and chat assistance embedded directly in WhatsApp conversations.
Samsung + Perplexity: Samsung is reportedly finalizing a major deal to preinstall the Perplexity AI app on all Galaxy S26 models, marking a significant AI push in consumer devices.
Claude + X (Twitter): AI-powered writing assistance embedded in the social platform.
Gaming & Entertainment: The Telegram Revolution
Telegram Mini-Apps: These Mini Apps are like websites that live inside Telegram, adding even more ways to use it. Popular examples include:
Notcoin: Notcoin blew up and got 35 million users crazy fast - a tap-to-earn game that onboarded millions to crypto
Hamster Kombat: Simple gaming with embedded crypto rewards
Blum: A simple 'mining' game backed by Binance Labs, where users tap to earn rewards periodically
E-commerce & Payments: The Background Revolution
Embedded Crypto Payments: Platforms like Shopify and WooCommerce have expanded their plugin ecosystems to include crypto payment modules that can be installed in minutes. Shopify App Store now lists multiple embedded crypto payment providers with one-click integration.
eBay's AI Tools: eBay unveiled new AI-driven tools to help sellers optimize listings, predict demand, and automate pricing embedded directly in seller workflows.
Banking & Finance: Infrastructure Play
Lloyds Bank Athena: Lloyds Bank has introduced Athena, a generative AI tool designed to support customer service and internal operations. Athena helps automate responses, summarize financial reports, and offer compliance insights.
Embedded Crypto Wallets: Embedded wallets, seedless authentication, session-based security, multi-chain support, and programmable compliance are no longer advanced features, they're baseline expectations for modern apps.
Web3 Infrastructure: The Platform Play
Telegram's Crypto Ecosystem: The service, developed by The Open Platform, which is known as TOP, and built on the TON blockchain, allows users to send stablecoins and other digital tokens to their contacts as easily as sending a message.
TON Mini-Apps Platform: Telegram Mini Apps is an open platform for businesses to build and deploy crypto-friendly apps and games with access to 950 million Telegram audience.
Based on current trends, here's how the next wave scales:
1. Embedding Mechanisms
Apps become modular components within larger ecosystems:
Mini-apps inside Telegram or WeChat
Crypto features embedded in traditional finance apps
AI agents integrated into existing workflows
2. Catalyst Triggers
Every embedding needs a "why now" moment:
Stablecoins enable seamless, low-volatility transactions
AI integration makes apps intelligent and personalized
Regulatory wins (like CFTC approval) create new possibilities
3. Distribution Revolution
From push to pull marketing:
Instead of ads interrupting users, features integrate where users already are
Habit-based distribution beats attention-grabbing campaigns
"Apps embedded in apps" create network effects
4. Adoption Amplifiers
Self-reinforcing growth loops:
User data improves AI recommendations
Stablecoin liquidity expands markets
Success breeds more integrations
How Business Changes in an Embedded World
Revenue Models Transform
Subscription fatigue → Pay-per-use with instant stablecoin settlement
Monolithic products → Modular "as-a-service" offerings
Platform fees → Token-based participation
Operations Become Fluid
AI automates pricing and personalization in real-time
Smart contracts handle compliance and settlements
Cross-platform deployment reduces development costs
Competition Gets Collaborative
Big platforms partner with innovative startups for features
"Build once, deploy everywhere" democratizes innovation
Ecosystem cooperation beats winner-take-all competition
The Economic Ripple Effects
Increased Efficiency: Removing intermediaries and automating processes
New Value Distribution: Users and creators capture more upside through tokens
Global Access: Emerging markets leapfrog through embedded integrations
Market Fluidity: Illiquid assets become tradable through embedded marketplaces
What This Means for You
For Builders:
Focus on APIs and embeddable components over standalone apps
Design for multiple platform integration from day one
Consider how AI and crypto can enhance your core value proposition
For Investors:
Look for companies building infrastructure for embedded experiences
Watch for platforms successfully integrating AI/crypto features
Consider how traditional industries might be disrupted by embedded innovation
For Users:
Expect your favorite apps to become more intelligent and financially capable
Prepare for micro-transactions and personalized experiences to become the norm
Understand that "crypto" and "AI" will become invisible background technologies
The Bottom Line
The future isn't about building the next great app, it's about building the next great feature that enhances existing apps. Companies that master embedded growth will capture the next wave of internet innovation, while those stuck in the standalone mindset will struggle against entrenched platforms and user habits.