Renata Caine is SVP and GM of embedded finance at Green Dot, with more than 15 years of leadership across global payments, strategy and fintech growth.

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In today’s increasingly uncertain economic environment, businesses are navigating more than just fluctuating numbers on a chart. Inflation, tariff concerns, interest rate swings, geopolitical tensions and shifting consumer sentiment are all fueling market volatility, putting real pressure on everyday consumers and workers.

With rising costs, an unpredictable market and a faster-than-ever news cycle, both businesses and households are feeling the strain. Businesses want to continue delivering products and services efficiently while retaining employees. Consumers want access to the products they rely on at prices they can afford – and to their hard-earned money in more customer-centric ways.

One thing remains clear amid this instability: Companies that offer greater financial flexibility to their customers and employees can reduce risk and create long-term value, ultimately earning stronger loyalty.

Here are three tools that can help organizations stay resilient while providing meaningful support to customers and employees in unpredictable times:

1. Earned wage access reduces stress and boosts productivity

When prices fluctuate and expenses spike, many employees can struggle to bridge the gap between paychecks. Earned wage access (EWA) allows them to access a portion of their earned wages before payday, providing a much-needed lifeline during periods of uncertainty. According to a Dayforce survey, 84% of respondents said EWA helped them pay most of their bills on time and nearly 60% reported they were able to add money to savings on a monthly basis.

The benefits are just as compelling for employers. When employees are less stressed about bills, they’re better able to focus on work. Less stress means more productivity. In volatile times, offering EWA can also demonstrate being in step with the financial realities of the workforce, giving businesses an edge in attracting the best talent.

2. Buy now, pay later drives sales and repeat customers

Market instability can cause consumers to reduce or delay their spending — bad news for businesses hoping to grow. Buy now, pay later (BNPL) services can help counter that by giving customers a more flexible, manageable way to pay bills over time.

It’s easy to understand why the market is booming — research from the Harvard Business Review found BNPL adoption increased purchase likelihood from 17% to 26% and average basket sizes also rose by 10%. What’s more, the positive impact on customer behavior persisted, turning one-time shoppers into repeat buyers.

BNPL resonates especially well with budget-conscious and low- to moderate-income (LMI) consumers navigating unpredictable costs. Some BNPL providers even offer interest-free payments. By giving consumers a convenient, flexible and empowering way to buy merchandise on terms that work for them, businesses open the door to more loyal customers.

3. Cash access builds trust in underserved communities

For many LMI consumers, cash remains a vital part of the financial ecosystem and central to how they manage their money. As digital finance accelerates, companies that overlook cash-based customers risk alienating a significant portion of their base.

With the right fintech partner, companies can offer valuable cash services, such as enabling customers to add funds to a debit card with cash, pay bills in cash, or access cash at convenient neighborhood locations using their card. These offerings not only expand financial access and flexibility while helping customers avoid high fees, but also demonstrate a commitment to meeting the real-world needs of LMI communities, even in uncertain and volatile markets.

Support that pays off in any economy

Volatility and uncertainty may be the new normal for now, but businesses still have an opportunity to stand firmly behind their customers and employees. By offering BNPL options, earned wage access, accessible cash services and other customer-focused innovations, companies can show they’re responding to the moment with confidence and care. These tools don’t just help people navigate uncertainty — they build lasting trust, drive retention, reduce risk and protect revenue.

However, these tools are also drawing increasing regulatory attention and compliance scrutiny. Supporting customers and employees with solutions that make their lives easier requires a strong, ongoing commitment to programs, processes and partnerships that can help you navigate governance, risk and compliance.

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Proactively addressing compliance isn’t just about avoiding fines, penalties, legal issues or reputational damage — it’s smart business. It means identifying potential gaps, evaluating whether new partners are needed and responsibly adopting tools that mitigate regulatory risks. Ultimately, it’s about continuing to deliver the brand, product and promise your customers and employees expect no matter what the market does next.