We consider arbitrary block upper-triangular subalgebras \(\mathcal{A} \subseteq M_n\) (i.e. subalgebras of \(M_n\) which contain the algebra of upper-triangular matrices) and their Jordan embeddings. We first describe Jordan embeddings \(\phi : \mathcal{A} \to M_n\) as maps of the form $$ \phi(X)=TXT^{-1} \qquad \mbox{or} \qquad \phi(X)=TX^tT^{-1}, $$ where \(T\in M_n\) is an invertible matrix, and then we obtain a simple criteria of when one block upper-triangular subalgebra Jordan-embeds into another (and in that case we describe the form of such embeddings). As a main result, we characterize Jordan embeddings \(\phi : \mathcal{A} \to M_n\) (when \(n\geq 3\)) as continuous injective maps which preserve commutativity and spectrum. We show by counterexamples that all these assumptions are indispensable (unless \(\mathcal{A} = M_n\) when injectivity is superfluous).