The news: Thinkwise Credit Union selected InvestiFi to embed digital investing in online and mobile banking, giving members the ability to invest on the credit union’s digital platform.

How it works: InvestiFi embeds investment tools in digital banking services, enabling FIs without the resources to implement investment services.

The company has transformed from its previous incarnation as CryptoFi, a crypto as a service provider that offered embedded cryptocurrency trading within digital banking for community FIs. It rebranded itself as InvestiFi in 2024 and has reduced its crypto emphasis in favor of embedded traditional investing tools. Products include self-directed trading stocks, exchange traded funds (ETFs), and roboadvisory.

Zoom out: The roboadvisory platform Wealthfront has gone in the other direction: building and helping consumers manage portfolios of low-cost ETFs and supporting a range of brokerage products.

It’s expanded into banking services built around a high-yield cash account, which includes basic bank features like wire transfers, ACH money movement, and bill pay. And it recently introduced a residential mortgage product. Other investing platforms, like Betterment, Acorns, and Robinhood, have introduced their own banking products.

Our take: For FIs without dedicated investing tools, embedded tools are a way to defend deposits as D2C investment platforms and roboadvisors move into banking.

FIs can quietly meet rising customer expectations by plugging investing into digital channels generally focused on basic banking services. These FIs may deepen relationships with younger consumers who might otherwise move to fintechs and generate additional income without building their own brokerage stack or experience.