“Embedded finance isn’t just a buzzword—it’s a structural shift in how consumers interact with financial services, often without realizing it.”
Isabel Woodford is an independent journalist, producer and features writer. Her writing covers cultural trends between tech, business and money and how technological developments in finance shape new and evolving cultures. She was nominated for tech journalist of the year in 2021, and she was one of the first reporters covering the evolving crypto financial and cultural ecosystem.
Woodford is a senior fintech correspondent at Sifted and has written regularly for the Financial Times, BBC, Reuters and the Guardian.
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