B2B Vault Podcast Recap

Embedded Finance & the Future of Rewards: A Conversation with Hoox Pay’s Oz Azaria 

Welcome back to the B2B Vault – The Biz-to-Biz Podcast, your go-to source for all things business, technology, and payments. Sponsored by Nationwide Payment Systems and powered by our new product NPSOne, we dive deep into the innovations shaping commerce today. 

On this episode, I sat down with Oz Azaria, Founder of Hoox Pay, to explore one of the most exciting trends in payments: embedded finance and real-time rewards. 

Why Embedded Finance Is the Buzzword of 2025 

If you’ve attended any payments or fintech conference recently, you’ve heard the term embedded finance. But what does it really mean for banks, merchants, ISOs, and consumers? 

At its core, embedded finance integrates financial services—like payments, rewards, or lending—directly into platforms and customer journeys without friction. Instead of logging into separate apps, registering, or manually activating offers, embedded rewards happen in real time, right at the point of purchase. 

Hoox Pay is leading the charge with what they call an Embedded Offers Platform. By partnering with card issuers and third-party marketing budgets, Hoox Pay delivers instant rewards to consumers without the clunky enrollment process. 

Imagine being at checkout and getting a simple message: 

👉 “Pay with your Chase card and get 5% off right now.” 

No apps. No registration. No remembering promo codes. Just instant value. 

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How Hoox Pay Works 

Oz explained that Hoox Pay partners with banks, card issuers, and merchants to create a seamless ecosystem: 

• For Banks/Issuers

  : They need cardholders to stay active. With 1.5 billion cards in the U.S.—40% of which are inactive—issuers are eager to engage users. Embedded offers incentive spend without hassle. 

• For Merchants

  : They gain higher conversion rates, larger average order sizes, and third-party-funded rewards. Smaller merchants with enough traffic (or strong loyalty systems) can participate, but Hoox Pay especially shines with multi-location stores, restaurants, and e-commerce businesses. 

• For Consumers

  : Shoppers get frictionless, real-time discounts when it matters most—at the point of purchase. 

It’s a win-win-win model: issuers drive engagement, merchants increase sales, and customers feel rewarded. 

Data, Loyalty, and the Untapped Opportunity 

One of the most eye-opening parts of our conversation was how much merchant data is going underutilized. 

• Restaurants often have pay-at-the-table technology that can collect email and phone data, yet many staff never ask customers to input it. 

• Retailers with strong traffic often fail to tie transactions to loyalty programs, missing the chance to deliver future offers. 

In today’s business landscape, data is more valuable than discounts. Platforms like Hoox Pay prove that when businesses collect and use data effectively, they can tap into new revenue streams and loyalty opportunities. 

From Rewards to AI-Driven Offers 

Hoox Pay is more than just a rewards platform—it’s an AI-driven optimization engine. Instead of giving every visitor a flat 10% discount, the system dynamically adjusts: 

• A casual browser might see a 5% offer. 

• A returning shopper could get 15%. 

• High-value purchases trigger customized incentives. 

This personalization ensures budgets are maximized while driving real sales uplift. And with agentic AI commerce on the horizon—where consumers simply ask tools like ChatGPT or Gemini to “buy me the best headphones”—embedded offers will naturally integrate into these digital assistants. 

The future isn’t just search → shop → pay. It’s AI-powered commerce + embedded finance = smarter purchasing decisions. 

Why Businesses Should Pay Attention 

As Oz and I discussed, companies like Square, Toast, and Stripe aren’t just “payment processors.” They’re data companies. They use merchant data to grow, monetize, and cross-sell. 

If you’re a business owner, this should be your wake-up call: 

• Collect your own data (emails, phone numbers, loyalty signups). 

• Leverage technology partners who prioritize your growth, not just your processing fees. 

• Explore embedded finance opportunities to enhance customer experience and increase conversions. 

Hoox Pay + Nationwide Payment Systems 

At Nationwide Payment Systems, we’re always on the lookout for forward-thinking technologies like Hoox Pay. With NPSOne, our all-in-one payment platform, and ClickBillR, our smart invoicing system, we help merchants simplify operations, save on fees, and unlock new ways to grow. 

For multi-location retailers, restaurant groups, and e-commerce merchants, combining NPSOne with Hoox Pay’s embedded offers could be a game-changer—boosting customer engagement while delivering ROI. 

Final Thoughts 

Embedded finance is no longer a buzzword, it’s the future. Whether you’re a bank looking to increase cardholder activity, a merchant seeking higher conversion, or an ISO searching for differentiation, platforms like Hoox Pay are paving the way. 

As Oz put it: “A reward should feel like a reward. It should be seamless.” 

And that’s the future we’re headed toward: seamless, smart, AI-powered commerce. 

👉 Ready to transform your payments strategy? Book a demo with Nationwide Payment Systems and discover how NPSOne + ClickBillR + Hoox Pay can streamline your payments, invoicing, and rewards—all in one place. 

Watch the podcast here – https://www.youtube.com/watch?v=hr6YCUPxPTM 

Apple Podcasts – https://podcasts.apple.com/us/podcast/oz-azaria-empowers-merchants-through-his-business-platform/id1589977495?i=1000722155443 

B2B Vault Podcast – Sponsored by Nationwide Payment Systems

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