Pavlo Sidelov, CEO of SDK.finance, argues that consumer brands already possess the most valuable asset in finance: an existing customer relationship. By moving beyond traditional payment processing, companies can keep funds within their own ecosystem, such as offering instant store credit for returns rather than waiting for bank processing. The platform provides over 650 APIs to bridge the gap between a brand’s front-end experience and the complex back-end requirements of tracking balances and regulatory compliance.
SDK.finance Targets Non-Financial Brands for Native Fintech Integration
Retailers, marketplaces, and telecom operators are poised to lead the next wave of financial innovation by embedding payment infrastructure directly into their existing apps. Vilnius-based SDK.finance is pivoting its core platform to provide these non-financial brands with the software foundations necessary to manage wallets and internal ledger systems.
Market data underscores this shift. Starbucks, for instance, held roughly $1.84 billion in stored-value card liability and deferred revenue as of its 2025 fiscal year. Similarly, Safaricom’s M-PESA service generated 44.2% of its service revenue in the year ending March 2025, demonstrating how a wallet can transform from a utility into a core business pillar. While the software simplifies the technical hurdle, SDK.finance notes that firms must still navigate regional licensing and regulatory frameworks, as the platform itself is a software provider, not a financial institution.
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