The aim of this study is to theoretically address the concept of embedded finance and examine its applications in Turkey from the perspective of the banking sector. Embedded finance is an innovative model that integrates credit, insurance, and payment services into non-banking digital platforms, bringing them into users' daily digital experiences. Digitalization, financial technologies, and open banking infrastructures underpin this transformation.

Embedded finance has rapidly spread globally since 2020, with examples such as Uber, Tesla, Klarna, SwatchPay, Grab, and Google Maps offering significant applications in the transportation, retail, and e-commerce sectors. API technologies, big data, artificial intelligence, and ESG principles support this development.

In Türkiye, embedded finance is particularly prevalent through e-commerce, mobile payment systems, and "buy now, pay later" solutions. Banks have increasingly leveraged fintech partnerships to maintain their customer bases and develop new revenue models, becoming strategic partners and technology providers. This study comparatively analyzes the Trendyol Pay, Hepsipay, GetirFinans, Yemekpay, Papara, and Paycell platforms in terms of their business models, bank partnerships, and regulatory status. BDDK and TCMB regulations shape this ecosystem through data security, consumer rights, and loan maturity terms.

This study explores the interaction between digital platforms, banks, and regulatory institutions through content analysis. In conclusion, while embedded finance is still at an early stage in Türkiye, it is developing in line with global trends. This structure, which is transforming the roles of banks, has the potential to increase financial access and inclusion. For sustainability, the regulatory framework must be updated, bank-fintech partnerships strengthened, and consumer trust ensured.