> ## Content Index
> Fetch the complete content index at: https://www.embeddedfinancereview.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# What Software CEOs Get Wrong About Embedded Finance, with Jane Podbelskaya from Charge Forward
- URL: https://www.embeddedfinancereview.com/podcasts/what-software-ceos-get-wrong-about-embedded-finance-with-jane-podbelskaya-from-charge-forward/
- Published: 2026-04-29T05:36:47.000Z
- Updated: 2026-04-29T05:36:47.000Z
- Description: Jane Podbelskaya advises North American software companies on embedded finance. We compare notes across continents on investors, AI, and vendor selection.
- Author: Lars Markull
- Tags: Podcast, US, Expert Opinion

What does embedded finance look like from the other side of the Atlantic?

In this podcast episode, I speak with [Jane Podbelskaya](https://www.linkedin.com/in/jane-podbelskaya-841426/?ref=embeddedfinancereview.com), founder of [Charge Forward](https://www.linkedin.com/newsletters/charge-forward-7422394762327977984/?ref=embeddedfinancereview.com) in Toronto. Jane advises software companies and investors in North America on embedded finance: helping them understand the opportunity, map their roadmap, and choose the right partners. It is, to put it simply, exactly what I do in Europe. When she reached out on LinkedIn, it felt more like comparing notes with a counterpart than interviewing a guest.

💡

Listen now on [Spotify](https://open.spotify.com/episode/5pnc0Ov9U3XKG2D5RHqINr?si=41a0ec1c1a4d46e5&ref=embeddedfinancereview.com), [Apple Podcasts](https://podcasts.apple.com/de/podcast/what-software-ceos-get-wrong-about-embedded-finance/id1748335340?i=1000764227400&ref=embeddedfinancereview.com), or [YouTube](https://www.youtube.com/watch?v=iQUt7rAUZ%5Fg&ref=embeddedfinancereview.com).

Jane's background spans software engineering to a decade in VC, where she had a front-row seat as Shopify turned payments into 75% of its revenue. She eventually decided the biggest gap in the market was not on the capital side but on the education side: software executives still do not understand embedded finance, and that is the problem she has built her business around.

**Key Takeaways:**

- How VC and PE funds are actually thinking about embedded finance today, six years after Angela Strange said every company will be a fintech company
- Why embedded finance is increasingly seen as an antidote to AI disruption, not a casualty of it
- What the data advantage of vertical SaaS really means in practice, with concrete examples
- The North America versus Europe divide: where the markets differ and where they are converging
- The framework Jane uses with software CEOs from day one: how to assess the opportunity, where to start, and how to avoid the most common vendor selection mistakes