Banking-as-a-Service, or BaaS, allows businesses to access regulated financial infrastructure, enabling them to offer services such as accounts, cards, and payments, through APIs, rather than having to build the underlying infrastructure themselves.

For fintechs and other digital businesses, that can mean bringing financial services to market faster and with less operational complexity.

A shift in what the market values

But if the first wave of BaaS was about speed, the next seems to be about something else entirely: durability. Across the market, the more pressing questions now appear to be about resilience, regulatory credibility, service continuity, and whether a provider can support clients when things get complicated.

That shift was visible at PAY360, recently held in London on 25-26th March 2026, where BaaS remained a strong talking point and where FinXP saw clear market interest in its own proposition.

More than infrastructure

For FinXP, that growing attention appears to reflect more than just demand for infrastructure. It reflects demand for a certain type of partner. The Malta-licensed EMI has been positioning its BaaS offer around direct access to payment rails, operational responsiveness, and a model designed for businesses that need both flexibility and confidence in the people behind the platform.

This emphasis on the human side of the service was also echoed by FinXP’s Chief Commercial Officer, Marc Conway, in a video interview conducted at PAY360.

A practical example

A recent FinXP case study with ONE.io gives that positioning some substance. When ONE.io needed to switch BaaS provider, the challenge was not simply technical. It needed to protect client continuity.

According to the case study, FinXP designed and stood up a working Euro account solution in days and completed the go-live in weeks rather than months, while running KYC in parallel with the issuance of new IBANs. The migration was completed without downtime or client losses.

Why this is resonating now

The case points to a broader reason why FinXP’s proposition may be resonating now. Direct SEPA access, reduced reliance on correspondent banks, and close access to operations and technology teams, all speak to a market that is becoming more selective.

In BaaS, businesses are no longer only buying speed to launch. Increasingly, they are buying stability, judgement, and the ability to scale with fewer surprises. That is precisely the opportunity that solution providers like FinXP are well placed to meet.