From Quote-to-Cash: PandaDoc's Embedded Payments Story with Philipp Pohlmann

In this episode of the Embedded Finance Review Podcast, we explore how PandaDoc transformed from a document management platform into a comprehensive quote-to-cash solution serving over 60,000 customers globally.

Philipp Pohlmann, Director of Product and GM at PandaDoc, reveals how a leading document management platform evolved into a comprehensive quote-to-cash solution. From acquiring his Fintech startup Denario to scaling embedded payments across multiple teams, Philipp shares the strategic decisions, technical challenges, and organisational shifts required to successfully integrate financial services into a document-first platform. This conversation provides invaluable insights for SaaS leaders, product managers, and embedded finance professionals seeking to understand the practical realities of developing financial products within non-financial companies.

The Evolution of Document Management Platforms

• How PandaDoc transformed from a simple e-signature tool to a complete agreement platform

• Serving customers from freelancers to large enterprises across global markets

• The strategic vision of powering business transactions, not just document workflows

• Why the quote-to-cash journey became central to PandaDoc's product strategy

Strategic Acquisition and Fintech Integration

• The story behind PandaDoc's acquisition of Denario, Philipp's B2B payments startup

• How to successfully integrate Fintech expertise into established SaaS organisations

• The incubation approach: building payment features as an internal startup within a larger company

• Transitioning from proof-of-concept to core product offering across multiple teams

Building Embedded Payments at Scale

• Technical architecture for embedding payments into document workflows seamlessly

• Integration strategies with multiple payment providers: Stripe, Square, PayPal, Authorize.Net, QuickBooks

• Global payment challenges and solutions for international B2B transactions

• The power of bank transfers and real-time payments for high-value business documents

Overcoming Organisational Challenges in Embedded Finance

• Why convincing document-first companies to "think like a Fintech" is the biggest hurdle

• Common myths about embedded finance and when companies should (and shouldn't) become Fintech companies

• Building cross-functional teams and processes for financial product development

• Measuring success: KPIs and analytics for embedded payment adoption

Product Strategy and Customer-Centric Development

• The importance of understanding customer workflows before building financial features

• Why payment invisibility and seamless integration drive better user adoption

• Product-led growth strategies for embedded finance in B2B SaaS environments

• Balancing self-service capabilities with enterprise-grade payment processing

Lessons from Both Sides of Embedded Finance

• Key differences between building pure Fintech products vs. embedded financial services

• The critical importance of workflow integration over feature sophistication

• Why customer value should always come before payment innovation

• Strategic advice for SaaS companies considering embedded finance initiatives