Kraken has launched ‘Embed’, a new crypto-as-a-service platform designed to allow financial institutions to offer crypto trading through a single API integration, eliminating the need to build or maintain their own crypto marketplaces.
Announced on April 30, the new service enables banks, neobanks, and fintech firms to seamlessly plug into Kraken’s infrastructure to support crypto trading directly within their platforms, tapping into a market that now exceeds $300 billion in volume.
One API, Full Access
The Embed solution provides institutional partners with access to Kraken’s deep liquidity and technical backbone, while Kraken handles all the regulatory, security, and backend complexities. This makes it easier for traditional finance players to respond to the growing demand for crypto services among retail and business users.
“Our Crypto-as-a-Service solution enables a wide range of financial institutions to efficiently meet growing client demand without the complexity and overhead of running their own marketplace,” said Brett McLain, Kraken’s Head of Payments and Blockchain.
He emphasized that Embed is positioned to help institutions “adapt and thrive as crypto continues to gain mainstream traction.”
Bunq Goes Live as First Partner
European neobank bunq is the first financial institution to go live with Kraken’s Embed integration, enabling its users to buy and sell cryptocurrencies directly from within its app. More partnerships are expected to roll out in the coming quarters.
Strategic Launch Ahead of Kraken’s U.S. Listing Push
The launch comes during a period of internal restructuring at Kraken, which recently conducted another round of layoffs affecting hundreds of staff across departments. These changes are part of a broader operational refinement as Kraken prepares for a potential U.S. public listing in 2025.
Kraken has now shifted toward a “rolling” layoff strategy—reducing headcount gradually while hiring in select growth areas—under the leadership of co-CEO Arjun Sethi.
Infrastructure Overhaul Meets Regulatory Readiness
Kraken’s Embed offering arrives at a time when the regulatory environment around crypto is maturing, particularly in the U.S. and Europe. Instead of building from scratch, financial institutions are increasingly looking for compliant, ready-made infrastructure solutions to launch crypto features quickly.
With Kraken’s brand credibility and regulatory track record, Embed could position the exchange as a go-to partner for traditional finance players entering Web3—bridging a gap that has long kept banks on the sidelines.
