Data is all around us, in every sector and industry. The management of data, data technologies, the data economy and digital finance is more important than ever. The EU-funded FAME project will develop a secure federated data marketplace for embedded finance (EmFi). The aim is to demonstrate the full potential of the data economy. FAME will develop a federated cloud environment with multiple providers of EmFi data assets, including datasets, AI/ML models, and more. By connecting with more than a dozen data marketplaces, the project will roll out seven pilots. To unlock the potential of the data economy, FAME will also establish a learning centre for tech and non-tech users, as this is a key prerequisite for unlocking the potential of the data economy.