Vertical SaaS

Vertical SaaS companies own the daily workflow of a single industry, from craftsmen and salons to law firms and nurseries. I follow how platforms such as ToolTime, HERO, Fresha and Clio turn that position into financial products of their own.

Embedding Debt Collection into the Fintech Stack with Matteo Benedetti from Debtist

Matteo Benedetti, co-founder of Debtist, on embedding debt collection into vertical SaaS platforms and how they reached €12M ARR while staying profitable.

By Lars Markull

/ 5 Mar 2026

Embedding Debt Collection into the Fintech Stack with Matteo Benedetti from Debtist

Clio Launches Embedded Working Capital for Law Firms

Clio launches embedded working capital for US law firms inside its practice management platform. Will European legal software follow?

By Lars Markull

/ 2 Mar 2026

Clio Launches Embedded Working Capital for Law Firms

Adyen and Fresha Launch Embedded Lending Across Seven Markets with $5.5 Million Already Issued

Fresha launches embedded lending with Adyen across seven markets. $5.5M already issued to beauty and wellness SMBs with revenue-based repayments.

By Lars Markull

/ 4 Feb 2026

Adyen and Fresha Launch Embedded Lending Across Seven Markets with $5.5 Million Already Issued

RentSpree Launches Embedded Banking for Small Landlords

RentSpree partners with Unit to launch embedded banking and bill pay for landlords. Another vertical SaaS platform turning workflows into financial hubs.

By Lars Markull

/ 12 Jan 2026

RentSpree Launches Embedded Banking for Small Landlords

How Equine MediRecord Tackles Massive Underinsurance with Kayna & WTW

How Equine MediRecord solved the global horse insurance crisis with embedded insurance. Why 99% of horses are uninsured and how vertical SaaS can help.

By Lars Markull

/ 16 Oct 2025

How Equine MediRecord Tackles Massive Underinsurance with Kayna & WTW

Peace of Mind as a Product: How ToolTime Turned Payment Friction into Their Next Revenue Stream

Discover how ToolTime built embedded finance for German craftspeople, choosing embedded banking over open banking. Real revenue insights from 20K+ users.

By Lars Markull

/ 8 Jul 2025

Peace of Mind as a Product: How ToolTime Turned Payment Friction into Their Next Revenue Stream

ToolTime Pay Embedded Payments: Adyen Case Study Hints at Growing Adoption in German Craft Market

ToolTime Pay with Adyen: how the German craft software built embedded payments, why cards stayed at 1-2% and what HERO does differently.

By Lars Markull

/ 16 Jun 2025

The Maturity Roadmap of Embedded Finance within Vertical SaaS

Flagship Advisory Partners survey reveals vertical SaaS embedded finance maturity roadmap. Why payments lead but lending will catch up in coming years.

By Lars Markull

/ 7 Apr 2025

The Maturity Roadmap of Embedded Finance within Vertical SaaS

ServiceTitan’s IPO filing reveals its embedded finance stack

ServiceTitan IPO filing reveals embedded finance stack boosting plumbers' close rates 12% with consumer financing. Could vertical SaaS become embedded finance's next poster child beyond Shopify?

By Lars Markull

/ 22 Nov 2024

ServiceTitan’s IPO filing reveals its embedded finance stack

Moxie raises Series A to grow Embedded Finance in the Wellness Industry

Moxie, a US wellness vertical SaaS, raises $15.7M to grow embedded finance offerings—including payments and banking—for medspa owners, boosting revenue and customer lock-in.

By Lars Markull

/ 9 Sep 2023

Moxie raises Series A to grow Embedded Finance in the Wellness Industry