U.S. Bank announced the addition of KabelSync, Strictly, and United Credit to its Avvance point‑of‑sale lending platform, extending the bank’s embedded financing reach into the home‑improvement and elective‑medical markets.
The move is part of the bank’s broader strategy to grow fee‑based payments and embedded finance, a core element of its transformation. By embedding lending directly into partner platforms through APIs and low‑code integration, U.S. Bank can deliver frictionless financing at the point of need, driving higher conversion rates for merchants and higher‑margin fee revenue for the bank.
The expansion is expected to accelerate the growth of the bank’s fee‑based business. While the fact‑check report does not provide specific revenue targets, the bank’s Q3 2025 earnings showed a diluted EPS of $1.22 and revenue of $7.3 billion, both above analyst estimates, underscoring the bank’s ability to generate strong returns from its diversified business model. The embedded finance initiative builds on that momentum by targeting high‑ticket segments where consumers are willing to finance purchases, thereby expanding the bank’s fee‑based revenue base.
“Avvance is built to help our partners grow by meeting consumers where they are—at the point of decision,” said Rob Seidman, head of U.S. Bank Avvance and Point‑of‑Sale Lending. “The new partners fit perfectly into that vision, giving merchants a powerful financing option that drives conversion and customer satisfaction.” Orlando Alvarez, founder and CEO of Strictly, added that the platform’s integration will “enhance the customer experience and unlock new growth opportunities for both parties.”
U.S. Bank’s overall financial health remains strong, with assets of approximately $695 billion, a CET1 capital ratio of 10.9 %, and an efficiency ratio of 57.2 % as of Q3 2025. The bank’s continued investment in embedded finance signals confidence in the long‑term profitability of fee‑based services and positions it to capture a larger share of the growing embedded‑finance market.
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