Following high-profile embedded finance failures, amBaaSsador offers U.S. banks real-time infrastructure audits, contract governance, and board-level BaaS readiness programs to reduce exposure and restore operational control.
-- As U.S. banks face mounting pressure to modernise through fintech partnerships while managing the fallout of high-profile industry collapses, a new strategy firm has launched to help institutions design safer, more compliant Banking-as-a-Service (BaaS) programs.
amBaaSsador Strategic Advisory, headquartered in Jefferson City, Missouri, formally opened operations this week with a focused mission: to equip banks with the governance frameworks, technical oversight, and operational structure required to engage in BaaS partnerships responsibly. The launch comes at a time of heightened scrutiny in the embedded finance sector following major disruptions, including the 2024 collapse of Synapse Financial Technologies, which affected over 350,000 customer accounts and more than 100 fintech partners.
According to industry estimates, over $85 million in customer funds were frozen or delayed during the Synapse collapse, and multiple banks involved were forced to re-examine the technical and contractual foundations of their BaaS relationships. A 2025 S&P Global study found that 61% of U.S. banks offering BaaS lacked end-to-end monitoring of their fintech integrations, and 43% had no documented fallback process in case of vendor failure.
“This isn’t just a compliance issue—it’s a structural one,” said Steve Bishop, President of amBaaSsador and a 25-year veteran of financial operations and risk strategy.
“BaaS has grown too fast for its own infrastructure. Banks need partners who can help them see what’s under the hood—before it breaks down.”
amBaaSsador enters the market as the first U.S. consultancy dedicated entirely to regulated financial institutions navigating BaaS models. Unlike vendor-focused service providers or traditional legal firms, amBaaSsador operates as a governance and oversight partner, helping banks assess risk exposure, strengthen controls, and embed resilience into their fintech relationships.
The firm’s services are designed for sponsor banks, community banks, and regional institutions working with middleware providers, white-labeled fintechs, or embedded finance products. Offerings include:
- Infrastructure and observability audits across core banking APIs, middleware platforms, and partner systems;
- Third-party contract reviews, focusing on SLAs, data rights, monitoring access, and vendor accountability;
- Executive training, translating BaaS risk into governance-level insights and decision-making frameworks.
To provide clients with integration-aware guidance, amBaaSsador has formal collaborations with:
- Treasury Prime, a core banking infrastructure provider offering API-driven compliance tooling;
- Unit, a leading platform providing banks with data access, partner-level control, and embedded risk indicators;
- The American Fintech Council, a trade body representing responsible fintech practices and regulatory advocacy.
These partnerships give amBaaSsador visibility into evolving technical standards and policy trends, helping banks align operational practices with broader industry movements.
“Our clients don’t just want recommendations—they want practical frameworks that actually reflect how these systems operate,” Bishop said.
“By working with Treasury Prime, Unit, and the AFC, we can connect technical architecture with institutional governance.”
Addressing a Governance Vacuum
amBaaSsador’s launch reflects a shift in tone across the U.S. financial landscape, where fintech partnerships are now viewed not just as innovation drivers, but as risk carriers. The firm has already begun engagements with mid-sized and community banks seeking to re-evaluate existing partnerships or restart paused BaaS programs with greater oversight.
“We’ve seen banks with tens of thousands of active end users but no visibility into what their fintech partners are doing day to day,” Bishop added.
“That kind of exposure is no longer sustainable—banks are liable, and they need to be in the driver’s seat.”
In Q1 2025 alone, over 20% of U.S. banks offering BaaS paused onboarding of new fintech clients, according to an ABA member survey, citing increased regulatory scrutiny, insufficient internal expertise, and contractual complexity as top reasons.
amBaaSsador’s role is to help institutions get back on track—not through vendor referrals, but through structural clarity.
The global embedded finance market is projected to reach $230 billion by 2030, yet the foundations are shifting. Industry observers believe that successful institutions will not be those with the most partnerships, but those with the strongest frameworks for oversight.
“This is the next phase of fintech: not just fast, but governable,” said Stacy Bishop, founder of Selling Fintech and strategic partner to amBaaSsador.
“Fintechs that want to scale need to prove to their bank partners—and their bank partners’ boards—that they are transparent, auditable, and operationally sound. amBaaSsador is stepping in to make that relationship viable again.”
Stacy, who supports fintechs with compliance-aligned go-to-market strategies, notes that sales cycles have doubled since 2023 for fintechs seeking bank sponsorship. “The institutions that want to keep growing in this space are now demanding more from their partners. And they’re finally asking the right questions.”
What Comes Next
amBaaSsador plans to publish a semi-annual BaaS Governance Index beginning later this year, benchmarking how financial institutions manage fintech relationships in terms of technical access, risk ownership, and institutional readiness.
The firm’s mission is to ensure that embedded finance—while complex—remains a viable and valuable business model for banks committed to structure, accountability, and strategic discipline.
“We’re not here to slow innovation,” Steve Bishop concluded.
“We’re here to make sure it’s built on something solid.”
About the company: About amBaaSsador amBaaSsador is a U.S.-based strategy and education firm helping financial institutions navigate the operational, regulatory, and structural challenges of Banking-as-a-Service. Through partnerships with the American Fintech Council, Treasury Prime, and Unit, the firm provides banks with the tools, insight, and frameworks needed to build sustainable, supervised, and scalable fintech collaborations.
Contact Info:
Name: Alfie Brown
Email: Send Email
Organization: Ambassador
Phone: +44 00 7876586946
Website: https://ambaassador.com/
Release ID: 89162276
In case of detection of errors, concerns, or irregularities in the content provided in this press release, or if there is a need for a press release takedown, we strongly encourage you to reach out promptly by contacting error@releasecontact.com (it is important to note that this email is the authorized channel for such matters, sending multiple emails to multiple addresses does not necessarily help expedite your request). Our efficient team will be at your disposal for immediate assistance within 8 hours – resolving identified issues diligently or guiding you through the removal process. We take great pride in delivering reliable and precise information to our valued readers.
