Chapter 3, titled "Embedded Banking," discusses the transformation of banking from traditional branch-based interactions to seamless, integrated experiences within the everyday lives of consumers. The chapter emphasizes the need to eliminate friction in banking processes, as consumers increasingly expect banking services to be readily available and contextually relevant. It highlights that new banking experiences should not begin in branches but rather be embedded in the environments where users engage in financial activities. The chapter argues for a shift towards contextual banking, where services are offered proactively, leveraging technology to meet customer needs in real-time, ultimately redefining how banking is perceived and delivered.