Amazon’s New Bank? + The AI Advisor Reshaping Wealth Management

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Embedded Finance Goes Mainstream: Amazon and Quinn Take the Lead

This month in fintech, we’re seeing the continued rise of embedded finance and AI-powered financial services—two trends transforming how and where people manage their money. Amazon is now a step closer to becoming a financial hub in Mexico, while Quinn is betting that the future of wealth management lies in scale, speed, and personalization. Here's what you need to know.

🛒 Amazon Access: Banking for the Unbanked—Right in the App

Amazon Mexico has quietly launched a game-changer: Amazon Access, a fully digital financial account developed with INVEX Banco and Mastercard.

This move underscores Amazon’s growing ambition to play a bigger role in consumers’ financial lives. With no commissions, no minimum balance, and no need to visit a bank branch, Amazon Access aims squarely at the unbanked and underbanked—a population that still accounts for nearly half of Mexico's adults.

Here’s what’s included:

• Digital card instantly issued via the Amazon app, with an optional physical card available for free

• Cash deposits and withdrawals at over 30,000 locations, including convenience stores and ATMs

• Real-time transaction alerts, card freezing capabilities, and daily customer support

• A bonus: Three free months of Amazon Prime for new users

• Mastercard perks like 2-for-1 movie tickets and transportation discounts

And perhaps the biggest implication? Amazon is now one of the first tech companies in Mexico to be authorised as a commission agent by the CNBV, Mexico’s national financial regulator.

This is more than just a product launch—it’s a significant move toward embedded financial inclusion, showing how big tech can deliver meaningful tools to underserved communities, directly from platforms people already trust and use.

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🤖 Quinn Emerges from Stealth with $11M to Scale Financial Advice with AI

While Amazon is working to include more people in the financial system, Quinn, a New York-based fintech, is focused on scaling personalized financial advice through artificial intelligence.

Fresh out of stealth, Quinn announced an $11 million Seed round led by Viola Fintech, with backing from existing investors. Their mission: to disrupt the traditional advisor model that’s long struggled with scale and accessibility.

🧠 What is Quinn?

• An AI-powered planning and advice platform that integrates via API into existing financial institutions

• Available as embedded, co-branded, or white-label solutions

• Built by a founding team with 15+ years in fintech and 20+ years in machine learning

According to CEO and Co-Founder Royi Markowitz, Quinn is not here to replace advisors—but to amplify them.

Partner Noam Inbar of Viola Fintech added that Quinn is a perfect example of “contextual fintech,” delivering the right advice at the right time—whether you’re opening a retirement account or making a spending decision on the fly.

💡 Why These Stories Matter

Both Amazon Access and Quinn reflect the evolution of fintech from products to platforms. Financial services are no longer confined to banks—they’re showing up in apps we shop with, platforms we trust, and experiences that feel intuitive.

• Amazon Access is a powerful case of banking without banks, where shopping and saving are merged into a single experience.

• Quinn shows how AI can democratize high-quality financial guidance, closing the advice gap for millions.

Expect more of this. In the coming months, we’ll likely see more tech companies become financial intermediaries, and more AI tools move from dashboards to decisions, helping both consumers and institutions make smarter choices in real time.

🌐 Final Thought

Fintech is at an inflection point: we're witnessing not just the digitization of money, but the personalization and integration of financial life itself. As the line blurs between commerce, banking, and advice, one thing is clear: the future of finance will be wherever the user already is.

Until next time,
— Fintech Forward Team