US Embedded Finance provider Unit has launched the Embedded Everything Directory (Unit). In this Directory, Unit presents a variety of US-focused service providers for any 'Embedded' services, such as embedded accounting, business formation, marketing and payroll.
This comes shortly after Unit expanded its offering from pure embedded banking to include financing and payment services.
The Directory is clearly broader than just Embedded Finance, as it covers many non-financial services as well. The logic behind Embedded Everything is actually pretty straightforward. Once you have customers using your platform, distribution becomes your most valuable asset. You already have their trust, their attention, and you're already solving one problem for them. So why send them elsewhere when they need accounting software, payroll services, or business insurance?
This is where embedded service providers come in. They allow any company to offer services beyond their core product without having to build everything from scratch. The key difference from a regular API provider? It's about selling a complete service to your customers, not just adding a technical feature to your product. You're becoming a one-stop shop, and the embedded provider handles the complexity in the background.
The Directory is a lovely source of inspiration for what is available in the US market. On my side, I have been managing my own internal overview of Embedded Finance service providers in Europe. Maybe I should make this list available in a similar way?
