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Innovating at the Intersection: ISVs and the Future of Embedded Finance

Find out how ISVs can gain a strategic advantage by offering embedded financing and how simple it can be to implement

Tools and ResourcesPartnershipsTechnology

By Pipe 4 Min Read — April 10, 2024

Independent Software Vendors (ISVs) are at the forefront of technological innovation, crafting solutions that not only meet but anticipate the needs of businesses across industries. As these ISVs seek to provide more value and deepen user engagement, embedded finance emerges as a key area of opportunity. Integrating financial services—particularly access to working capital—into software platforms can transform user experiences, open new revenue streams, and ensure platform stickiness.

Overview of Embedded Finance

Embedded finance refers to integrating financial services within non-financial platforms. For ISVs, this means offering users access to financial products—such as capital, lending, payment processing, and insurance—directly within their software. This integration creates a seamless experience for users, who can access financial tools without leaving the platform, enhancing efficiency and user satisfaction.

Strategic Advantages for ISVs

  • New Revenue Streams: By embedding financial services into their platforms, ISVs can tap into new revenue opportunities. Whether through transaction fees, revenue-sharing agreements with financial service providers, or premium feature offerings, embedded finance offers a lucrative avenue for growth.

  • Improved User Retention: Embedded finance solutions provide critical value-added services that enhance the user experience. By addressing the financial needs of users directly within the platform, ISVs can increase user reliance on their software, leading to higher retention rates and longer customer lifecycles.

  • Elevated Platform Experience: Integrating embedded finance solutions enhances the overall platform experience by making it more comprehensive. Users benefit from a one-stop-shop where they can manage their business operations and financial transactions in a unified environment, elevating the perceived value of the ISVs software.

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Partnering with Embedded Capital Providers

For ISVs interested in integrating  a working capital model for embedded finance, various partnership models exist. These range from referral agreements with financial institutions to deeper tech-enabled collaborations involving API integrations. Pipe offers flexible embedded capital partnership models that allow ISVs to choose the level of integration that best suits their platform and user needs. Through these partnerships, ISVs can provide embedded capital solutions that appear native to their platforms, enhancing the user experience without the need to develop complex financial services in-house.

Real-World Applications

Embedded finance within ISV platforms can be transformative. For example, business management software integrating embedded capital can enable its users to apply for and manage a loan or advance directly through the software, using data already within the system to streamline the application process. This not only simplifies access to capital for businesses but also strengthens the software's role as an indispensable tool for business operations.

Addressing Implementation Concerns

Despite the clear benefits, ISVs may have concerns about implementing embedded finance, from technical integration challenges to maintaining user trust. Collaborating with established fintech partners like Pipe can alleviate these concerns. Pipe's experience and technology enable smooth integration of financial services, ensuring compliance, data security, and a seamless user experience.


For ISVs looking to future-proof their platforms and drive growth, embedding financial services offer a compelling opportunity. By integrating working capital and other financial solutions, ISVs can enhance their platform's value, foster deeper user engagement, and tap into new revenue streams. 

Pipe’s embedded capital offering isn’t a loan; it’s an advance based on a company’s revenue. This allows a wide range of businesses to access capital quickly, with an approval process that’s much faster than typical for lenders. By embedding Pipe Capital into your software platform, you give your merchants easy access to funding, including pre-qualified offers based on first-party transaction data.

Interested to learn more? Watch the full conversation between Luke Voiles (CEO of Pipe) and Tom Priore (CEO of Priority) here.

Disclaimer: Pipe and its affiliates don't provide financial, tax, legal, or accounting advice. What you're reading has been prepared for knowledge-sharing and informational purposes only. Please consult your financial and legal advisors to determine what transactions and decisions are right for you and your business.

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Pipe Pipe is the modern capital platform built to connect entrepreneurs and business owners to fast, frictionless, dilution-free financing. Pipe turns all forms of revenue into up-front working capital to help companies improve cash flow, scale operations, and grow on their terms.

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