Card issuing firm Enfuce has rolled out a payment card for Hemköp supermarkets in partnership with Swedish Banking-as-a-Service (BaaS)provider SEB Embedded and software company Humla.

With around 200 stores, Hemköp is one of Sweden’s largest supermarkets chains. It is part of conglomerate Axfood, which also own Swedish supermarket CityGross, Willy’s Tempo, and Handlar’n.

The launch marks the first live product from the partnership, with the organisations seeking to transform the supermarket shopping experience in Sweden and strengthen the landscape of embedded finance within the country’s food retail sector.

Currently available to customers, the new Hemköp Matkonto card is a “next-generation” payment solution that uses Enfuce’s modular payments platform and SEB Embedded’s BaaS capabilities to provide an improved digital experience in managing grocery budgets and track spending.

Customers using the card can also earn 25 per cent more membership points when shopping at one of the supermarkets or when Shopping online.

, emphasised how embedded finance focuses on creating frictionless, customer-centric solutions that align with consumer needs.

“Our partnership with SEB Embedded allows us to bring next level, streamlined, and intuitive payment experiences to life while ensuring scalability for future growth,” said Denise Johansson, co-founder and co-chief executive officer of Enfuce

Emelie Eriksson, head of SEB Embedded, said the launch of Hemköp Matkonto marks a step forward in creating customer-centric financial solutions.

“With more products set for delivery we look forward to bringing banking to where it is needed, setting an example for Swedish consumers by making financial services easy and more accessible at the point of need,” she added.

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