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“Just One API”: How Kraken’s New ‘Embed’ Lets Banks Tap $300B Crypto Market Overnight

Kraken

Regulation

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Hongji Feng

Author

Hongji Feng

About Author

Hongji is a crypto and tech reporter. He graduated from Northwestern University's Medill School of Journalism with a Bachelor's and a Master's. He has previously interned at HTX (Huobi Global),...

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Last updated:

April 30, 2025

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Key Takeaways:

Kraken’s Embed provides access to Kraken’s infrastructure, including liquidity and compliance support.
The product reduces the need for institutions to build their crypto platforms.
Embed has already launched with bunq, a European neobank, as its first public partner.

Kraken announced the launch of a new crypto-as-a-service product called Embed on April 30. The solution allows financial institutions to offer crypto trading directly to users through a single API integration.

According to the announcement, Embed gives partners access to Kraken’s trading infrastructure and liquidity while offloading the operational demands of maintaining an in-house crypto marketplace.

Institutions Get Crypto Trading with Kraken

Financial institutions, including neobanks, fintechs, and traditional banks, can use the service to manage trading services programmatically, relying on Kraken’s regulatory and technical support.

The product is already live through its first public partner, bunq, a European neobank. Additional integrations are expected to follow.

“Kraken is a global leader in crypto, with over 15 years of experience operating one of the world’s most liquid crypto marketplaces,” said Kraken’s Head of Payments and Blockchain Brett McLain.

“Our Crypto-as-a-Service solution enables a wide range of financial institutions to efficiently meet growing client demand without the complexity and overhead of running their own marketplace,” said McLain.

He added that Embed would allow institutions to “adapt and thrive as crypto continues to gain mainstream adoption.”

Layoffs and Preparation for U.S. Listing

Kraken recently had another round of layoffs across multiple departments, marking the latest phase in its ongoing internal restructuring.

The job cuts, reported to affect hundreds of employees, are part of a broader effort to streamline operations as the company prepares for a potential U.S. public listing in 2025.

The exchange previously reduced its workforce by 15% in October 2024, including the departure of senior executives.

Since the appointment of Arjun Sethi as co-CEO, the company has reportedly adopted a “rolling program” of layoffs while continuing to hire in select strategic areas.

“Embed” comes at a moment when the regulatory environment for digital assets is beginning to stabilize in key markets.

Rather than building full-scale crypto operations from scratch, institutions are increasingly turning to infrastructure providers to meet customer demand while staying within their compliance thresholds.