The business world is no stranger to buzzwords, but embedded finance is more than a fleeting trend. It represents a profound shift in how software companies deliver value and generate revenue. By seamlessly integrating financial services like payments, lending, and payroll into their platforms, software companies can transform themselves into indispensable tools for their customers.

While embedded finance is growing rapidly, this article, like the growth trend itself, isn’t really about embedded finance; it’s about the software companies that will use it to take themselves to the next level, hitting their financial targets while serving their customers even better. It’s also about those customers, who gain the ability to do more of what they need in one place, as financial tools and capital access become an integral part of the software they use to run operations. 

Let’s look closer at launching embedded finance in 2025, how it can benefit you and your customers, and a few key strategies to make it a successful part of your roadmap and get a headstart on your revenue and EBITDA goals without stretching yourself thin.

What is Embedded Finance?: The Basics for Software Companies

embedded finance integrates financial services

—such as payments, lending, and payroll—directly into software platforms. This simplifies workflows, removes barriers, and meets customers right where they are so they can focus on operations.

For small and mid-sized businesses, this is a game-changer. Embedded finance eliminates the need to juggle multiple tools or visit external platforms to access critical financial services. Whether it’s securing funding, managing payroll, or streamlining payments, business owners can accomplish more within the software they already use every day. 

Ultimately, embedded finance bridges the gap between what SMBs need and what traditional financial services have offered. This evolution reflects a broader trend: software platforms no longer serve as standalone tools but as holistic ecosystems that solve multiple problems in one place. Success lies in aligning customer needs with seamless, integrated solutions.

The momentum around embedded finance has already begun, but 2025 will be the tipping point for software companies looking to leverage it for sustainable growth. Why? 

First, the software industry itself is experiencing significant evolution. As 

business owners continue to demand more from the platforms they use

, the need for all-in-one solutions is becoming non-negotiable. Companies that don’t meet this demand risk losing market share to competitors that can offer the financial capabilities their customers need. Embedded finance is no longer a luxury—it’s becoming a necessity.

businesses are struggling to access capital through traditional means

. The barriers posed by outdated lending systems, long approval processes, and limited access to credit are becoming increasingly apparent. As SMBs look for faster, more flexible solutions, software companies that embed financial services directly into their platforms will have a massive competitive edge. They‘ll not only provide more value but will also drive increased customer loyalty by meeting their customers’ needs in real-time.

Finally, the technology and infrastructure to support embedded finance are now more accessible than ever. Fintech solutions that integrate seamlessly with software platforms are maturing, offering easy-to-deploy tools that require little technical overhead. With the right partner, software companies can introduce embedded finance into their product offering quickly and efficiently, with minimal risk.

By embedding financial services, software companies can drive growth, meet market demand, and position themselves for long-term success. Those who wait will risk falling behind as competitors capitalize on the opportunity.

Key Benefits of Embedded Finance for Software Companies

Embedded finance can help software companies grow in several ways. Let’s explore how it can directly impact your revenue and EBITDA goals:

One of the most immediate benefits of embedded finance is the potential to unlock new revenue streams. By integrating financial services like capital directly into your platform, you can create a steady and recurring source of income. By partnering with a Fintech offering, you can launch with little to no engineering resources and can drive this revenue with minimal marketing budget.

2. Increased Customer Retention and Loyalty

When platforms integrate financial services, they tend to become more "sticky"—meaning customers are more likely to stay loyal to the platform because their operational needs (including financial management) are being met in one place. This reduces churn and increases customer lifetime value, as your platform becomes more essential to their business. Customers no longer need to switch between multiple tools and platforms to handle their business operations; they can do everything within your ecosystem, which enhances their overall experience and loyalty.

This stickiness also protects you against the roadmap of competitors. For example, if your customers process payments through your platform and you add an embedded capital offering, you protect yourself from the chance that the external capital provider they 

have used decides to launch a payment product of their own. 

One powerful aspect of embedded finance is that it’s fueled by your customers’ live data. Capital offers, for example, can be underwritten based on transaction history, eliminating much of the manual data collection that makes traditional loan applications so long. It can also provide access to data insights you previously didn’t have access to. 

For example, you may be limited to transaction data from processing customer payments. An embedded offering could provide insights into your share of wallet by comparing the revenue you process with your customer’s total revenue, or spend insights based on an embedded card. This data-driven approach strengthens customer relationships and opens up new opportunities for cross-selling and upselling. 

As more competitors adopt embedded finance, software companies that don't act will find themselves at a disadvantage. The ability to offer integrated financial services will become a key differentiator, especially for businesses in vertical markets. By offering this added value, you can position your platform as the go-to solution for customers in your niche, creating a significant competitive edge. 

Building a financial product in-house can take 6-12 months or longer, taking you away from your core focus. The right Fintech partner can help software companies scale embedded finance quickly and with minimal technical overhead. By leveraging pre-built solutions and APIs, you can embed financial services into your platform without investing significant resources into product development. Your partner can also help you expand the offering into new markets without starting from scratch, helping you maintain momentum as you grow.

In addition to increased LTV and the direct revenue potential of an embedded financial product, it’s also a powerful way to help your customers grow their own businesses and stay healthy. With access to financial services like working capital, your SMB customers can invest in their growth and their people, leading to increased GPV and LTV for your business and reduced churn from customers going out of business. 

In-House Development vs. Partnering with a Fintech: What’s Right for Your Business?

When deciding to launch embedded finance, one of the first decisions software companies face is whether to 

build the product in-house or partner with a Fintech provider

. Both approaches have their pros and cons, and the choice largely depends on your company’s resources, goals, and timeline.

Building an embedded finance solution internally gives you full control over the product, from design and functionality to customer experience. You can customize the offering to your exact specifications, ensuring it aligns perfectly with your platform and meets your customers’ unique needs. It also allows you to keep all revenue in-house and retain complete ownership of the technology.

However, building an embedded finance product in-house comes with significant challenges. First, it requires substantial technical expertise and a dedicated team, including engineering, product, risk, compliance, capital markets, GTM, and more. This can be resource-intensive and may divert focus from your core business operations. The development process can also take 6-12 months or longer, delaying your ability to capitalize on the embedded finance opportunity.

In addition, you’ll need to manage regulatory compliance, data security, and ongoing maintenance, which can become costly and complex. While you have control over every aspect of the product, the risk of failure is also higher without the experience of a Fintech partner.

2. Partnering with a Fintech: The Pros and Cons

Partnering with a Fintech provider like Pipe offers a faster, more efficient way to launch embedded finance. With ready-to-integrate solutions, you can get up and running quickly—often in a matter of weeks, not months. This approach dramatically reduces or even eliminates the need for in-house development and minimizes technical overhead.

A good Fintech partner brings industry expertise, robust infrastructure, and regulatory compliance to the table. They’ve already solved many of the challenges you’d face when building an embedded finance product, from underwriting to fraud detection. 

The downside is that you may have less flexibility and control over the product. However, Pipe offers a range of integration options and a fully themeable product experience that not only allows you to customize a product that feels native to your platform, but also gives you the time and focus to stay agile with your core offerings. 

The decision ultimately depends on your company’s priorities. If you have the internal resources, technical expertise, and time to build the product while maintaining full control, in-house development could be the best route. However, if you’re looking to launch quickly, minimize risk, and leverage existing Fintech expertise, working with a partner like Pipe can help you reach your goals faster and achieve better results.

Choosing the Right Fintech Partner for Embedded Finance

If you choose to go the partnership route, you’ll want to choose an embedded partner that not only brings the technical expertise and infrastructure to the table but also aligns with your business goals and understands your customer base. Here's how to choose the right fintech partner for your embedded finance strategy:

A key benefit of embedded finance is seamless integration. The Fintech partner you choose should offer pre-built solutions, APIs, or SDKs that easily integrate into your platform. This minimizes the amount of time and resources required to bring the financial services to market, reducing the technical burden on your team.

Pipe offers three integration options, from a hosted pilot to a fully-embedded API solution, giving you the perfect fit, whether your focus is a quick launch or a customizable user journey. You should also consider scalability—ensure that your partner’s solution can grow alongside your business, handling increases in transaction volume and expanding to new regions as you scale.

Financial services require robust risk management and compliance programs. When choosing a Fintech partner, ensure they have strong security measures in place and can meet the regulatory requirements of your target market. This includes not only data protection (such as GDPR or CCPA compliance) but also industry-specific regulations for financing payments, etc..

Consider the expertise of the team you partner with, as well as the technology they have in place to aid in risk management, fraud detection, and compliance in a scalable way. 

Embedded finance isn’t just about technology—it’s about the customer experience. Choose a Fintech partner that prioritizes delivering a seamless and intuitive user experience. The financial products should feel as integrated and natural as the rest of your platform, with no friction for customers in accessing or using them.

, helping you troubleshoot issues, optimize your capital offering, and ensure a smooth experience for your users. This level of partnership will enhance your ability to deliver high-quality service for your customers and outstanding metrics for you.

Predictions for Embedded Finance in 2025 and Beyond

As we look ahead to 2025, the direction of embedded finance points to rapid adoption and innovation. Software companies that integrate financial services will become leaders in their verticals, reshaping customer expectations and competitive dynamics. Here are some predictions for what’s next:

1. Embedded Finance Will Become the Industry Standard

Soon, embedded finance will no longer be a differentiator; it will be a baseline expectation for software platforms. Businesses of all sizes will seek out platforms that offer integrated financial services as part of a holistic, all-in-one solution. Software companies that don’t adapt risk being left behind as customers flock to platforms that offer greater convenience and value.

2. Vertical-Specific Solutions Will Dominate

The rise of industry-specific platforms, such as Toast for restaurants or ServiceTitan for contractors, will fuel the growth of tailored embedded finance solutions. These platforms will continue to evolve into comprehensive operating systems, seamlessly integrating payments, lending, payroll, and other financial tools to address the unique needs of their industries.

3. AI-Driven Financial Insights Will Transform SMB Decision-Making

With the power of artificial intelligence and live data, embedded finance will go beyond offering financial services to providing actionable insights. For example, predictive analytics will help SMBs anticipate cash flow challenges or identify growth opportunities, further embedding these platforms into the decision-making processes of their customers.

As embedded finance grows, regulatory oversight will increase. Software companies will need to navigate evolving compliance requirements, but this challenge will also drive innovation in risk management, fraud prevention, and secure financial integration. Those working with experienced partners will be at a huge advantage, with an expert managing the complexity on their behalf.

5. Partnerships Will Power the Next Wave of Innovation

The software marketplace will continue to emphasize collaboration. Partnerships between software platforms and Fintech providers will accelerate the development of embedded solutions, making it easier than ever for SMBs to access capital, manage payments, and scale their operations.

Conclusion: Seizing the Embedded Finance Opportunity

The rise of embedded finance is more than a trend; it’s a transformative opportunity for software companies. By integrating financial services into their platforms, businesses can unlock new revenue streams, enhance customer retention, and position themselves as indispensable tools in their customers' operations.

Whether you choose to build in-house or work with a Fintech partner like Pipe, the time to act is now. 2025 is poised to be a pivotal year for embedded finance, and those who embrace the opportunity will gain a competitive edge that defines the next chapter of their growth.

Embedded finance isn’t just about technology—it’s about creating a seamless, value-driven experience for your customers. By aligning your strategy with customer needs, industry trends, and the right partnerships, you can build a future-ready platform that stands out in a rapidly evolving market.

2025 could set the perfect conditions for vertical software companies to grow with embedded finance. Here's why...

See why 2025 could be a watershed year for vertical software companies and why embedded finance could be the catalyst.

Will 2025 be the year of embedded finance for software companies?

Pipe's cash advance model creates several advantages for SMBs, including simplicity, flexibility, and speed. Here’s a closer look at Pipe Capital, how it differs from traditional MCAs, and what it means for business owners and embedded partners.

Our cash advance structure allows for agility and speed, launching faster than a typical traditional loan product. Pipe Capital is built with speed and convenience in mind for both our embedded partners and the small businesses that access capital through their platforms.

One of the major hurdles in traditional small business financing is the lengthy applications and extended waiting periods. Because Pipe Capital underwrites SMBs based on secure, live transaction data, we can streamline the process down to a few simple steps, utilizing data that already exists on the partner platform. The result? Partners can launch in as little as a few weeks, and business owners can access capital in days. 

Merchant-friendly funding for safer growth

We believe companies in the financial industry have an obligation to build proactive policies into their products and protect their customers, whether it’s legally mandated or not. While we’re not a lender, Pipe Capital complies with federal fair lending laws, state disclosure laws, and the full KYB/sanctions regime. Our program maintains robust protection for SMBs, helping our partners deliver high customer satisfaction. This also allows us to keep the cost of capital down, by minimizing risks, making the program more attractive to our capital markets partners. 

In the past, many small business owners have put their business 

 assets at risk, in an effort to secure the funding they needed to grow. At Pipe, we never require personal guarantees from business owners and do not have “confessions of judgment” and other abusive contractual terms some have used to seize assets or freeze accounts with little recourse for the business owner. 

We also work to protect against dangers like stacking by issuing only one advance at a time and monitoring for outstanding financing from another provider at onboarding. Our goal is always to help SMBs access the capital they need, as quickly and sustainably as possible.  

Payments that flex with changes in revenue 

Some MCA providers have given the product a bad name in the past by taking advantage of the flexible MCA payment schedule, with accelerated payments for any contract infraction, which resulted in effective APRs in the hundreds. This is why we’ve worked hard to prevent excessive APRs and have built a product that goes out of its way to help preserve the customers’ cash flow. 

Pipe Capital payments decrease with dips in revenue, with no monthly minimum, protecting SMBs during slow times. With one flat, transparent fee (paid over the life of the advance) there are no surprises, and our hold rates (the portion of the customer’s revenue held back to pay their MCA) are lower than many alternatives—15% or below—preserving cash flow for businesses.  

A cash advance product that equals more capital access

Small business owners and the software companies that serve them often compare the benefits of cash advance products with traditional loans. While there are pros and cons to both, our advance structure makes it possible to give capital access to more SMBs when they need it. 

The primary advantage of traditional term loans is that they can be less expensive overall, often because they’re securitized and offered only to the lowest-risk population of prospective borrowers. Unfortunately, many factors can place immigrant-, minority-, and women-owned businesses in the “higher-risk” categories, locking them out of the financial access they need to grow their businesses to their full potential. 

For example, Black-owned businesses were denied loans nearly twice as often as white business owners, according to  Federal Reserve statistics.

 Women-owned businesses also have a harder time being approved for loans, even when their businesses are comparable to their male-owned counterparts.

Unlike traditional financing options based primarily on credit scores and lengthy business histories—which often disproportionately exclude these underserved populations—Pipe’s Capital advance is based on anonymized live revenue data, giving a real-time picture of the health of a business with as little as 3-6 months of history. This allows smaller and younger businesses—many of which are women-, minority-, and immigrant-owned—better access to working capital.

Pipe is underwriting the future of small business with an evolved cash advance model that allows simple,  unbiased financial access to be seamlessly integrated into the tools SMBs use every day. 

https://www.commerce.gov/news/fact-sheets/2024/06/fact-sheet-us-department-commerce-support-minority-business-enterprises

https://www.federalreserve.gov/publications/2021-november-consumer-community-context.htm

See how Pipe's evolved cash advance model is creating more capital access for small business owners across industries.

See how Pipe's evolved MCA model is creating more capital access for businesses across industries.

Pipe Capital: A merchant-friendly MCA model built to improve capital access for SMBs

Pipe Capital: A merchant-friendly cash advance model built to improve capital access for SMBs

Pipe Capital: A customer-friendly MCA model built to improve capital access for SMBs

Pipe is adding to its leadership team to support product and geographical expansion plans and help more SMBs access capital and financial tools embedded in the software they use every day.

Pipe Appoints New Executives to Expand Leadership Team

, a fintech company partnering with software platforms to deliver embedded financial solutions for SMBs, today announced the appointments of Claurelle Rakipovic as Chief Product Officer (CPO), Nate Wiger as Chief Technology Officer (CTO), Amy Loh as Chief Marketing Officer (CMO), and Jon Lear as Global Head of Growth to lead Pipe’s next phase of technology innovation and growth. Their additions to the Pipe executive team follow Pipe’s expansion into the UK market and the launch of the Pipe Business Card for small businesses. Rakipovic, Wiger, Loh, and Lear will further accelerate Pipe's mission to scale globally, expand the embedded financial suite of products, and reach more SMBs through global partners.

“Claurelle and Nate are important additions to the Pipe team to accelerate our product development and expansion plans, as they have both spent their careers building and scaling fintech platforms. Amy and Jon will help us accelerate our growth to bring more access and innovation to small businesses worldwide," said Luke Voiles, CEO of Pipe. “We are experiencing significant momentum at Pipe as we support a growing number of SMBs, and our expanded team will continue to scale and drive innovation in 2025 and beyond.”

Rakipovic has two decades of experience in global product development where she built businesses at leading technology and finance companies. She was previously the Vice President of Product at Capital Group, the 10th largest asset manager in the world, where she drove hundreds of millions of dollars in growth, developing proprietary investment research software and data capabilities to launch new investment funds. Before that, as GM of Lending and Payments at Amazon, she launched Amazon EU lending and B2B payments and went on to lead Amazon’s lending business worldwide. 

Wiger has been in the technology industry for 25 years, holding leadership roles at Intuit, Amazon, AWS, and PlayStation. Before joining Pipe, he was a Vice President at Intuit, first leading Mint engineering and then the TurboTax platform. He launched mobile-first, AI-driven experiences that enabled TurboTax customers to finish their taxes from their phones in as little as 10 minutes. Before that, he was a GM at Amazon, leading engineering for the Amazon Fresh Ordering experience, as well as founding the Amazon San Diego engineering site, growing it to hundreds of engineers.

Before joining Pipe, Lear co-founded and launched Fintech Meetup, the fastest-growing and highest-rated global fintech industry event, and helped to close its acquisition by Hyve. Prior to that, he was Managing Director of Wholesale Payments at JP Morgan Chase, responsible for developing new revenue opportunities for the bank’s most important client segments. He was also President of Earthport Americas, where he helped transform the European-focused payments company into a successful global fintech business before being acquired by Visa Inc.

Amy joined Pipe in June as Head of Marketing, and she’s been appointed as the Chief Marketing Officer after launching Pipe in the UK and leading its rebrand as the embedded financial solution for small businesses. She previously worked at Square (Block) for almost nine years in numerous marketing leadership roles, including the Head of Marketing for Square Staff. 

Pipe makes customer-friendly capital and smart financial tools accessible to growing businesses inside the software they use every day. Our embedded solutions are built to scale and give business builders across industries the power to grow on their own terms. To learn more, visit 

Pipe expands leadership team to support product and geographic expansion plans. 

Pipe Appoints New Executive Leaders to Support Scale and Expansion for Embedded Financial Solutions to Drive Small Business Growth 

Pipe Appoints New Executive Leaders

Pipe Launches Embedded Business Card for SMBs

Pipe CEO Says Business Card Product Shifts Small Business Capital From Banks to Software Platforms

Pipe's embedded Business Card is made available to software and payments companies, enabling them to launch a new card product to SMBs quickly and easily.

Pipe Launches Embedded Business Card for Software and Payment Companies, Expanding Their Suite of Embedded Financial Solutions

, a fintech company partnering with software platforms to deliver embedded financial solutions for SMBs, today announced it has expanded its suite of products with the launch of Pipe Business Card

. With the Pipe Business Card, software and payments companies can now launch a new business card program for their customers without managing underwriting, capital markets, fraud, or credit risk on their own. 

77% of SMBs are concerned about capital access

 and 55% of them have reported putting business-related expenses on a personal credit card just to get by

. SMBs need spend management solutions just like mid-market and enterprise businesses have access to today.

The Pipe Business Card is designed specifically for small to medium-sized businesses and is available as an embedded offering for Pipe’s software partners. It’s an SMB-friendly business card with up to 1.5% unlimited cash back

, up to 45 days to pay for day-to-day business expenses, and no annual fees. No personal guarantees or credit checks are required to apply for the card.

A growing number of small businesses are obtaining capital in minutes through Pipe and its partners, based on their business performance, without the traditional lengthy and arduous application process.  The launch of the Pipe Business Card is part of Pipe’s commitment to making capital and financial tools more accessible to SMBs that need them. The Pipe Business Card utilizes the same underwriting model as Pipe Capital, which is based on a customer’s revenue. It integrates directly into the software and payment applications SMBs use day-to-day.  Pipe intends to roll out additional services through its partners over the next 12 to 18 months, such as spend management solutions for SMBs.

Pipe offers software companies numerous advantages when launching the Pipe Business Card to their customers, including:

“In the six months since we launched our 

embedded Capital, Pipe, and its partners, have helped to finance the dreams of tens of thousands of small businesses. We will continue to develop innovative products that remove the friction from their business,” said Luke Voiles, Chief Executive Officer, Pipe. “The Pipe Business Card is the logical expansion of our suite of capital services, and we expect it to have a meaningful impact on our customers, partners, and the overall SMB market.”

 Pipe Business Cards are issued by First Internet Bank of Indiana, Member FDIC, pursuant to a license from Visa ® Inc. and may be used everywhere Visa credit cards are accepted. The Pipe Business Card will be a pay-in-full charge card. Your Statement Balance must be paid in full 15 days after the close of your statement period. Any outstanding statement balance will be automatically debited from your designated payment due date. If a payment fails, your card will be locked and a percentage of your daily sales will be collected until your balance has been repaid in full.

Goldman Sachs 10,000 Voices Survey, January 2024

WalletHub, Small Business Survey, April 2024

Cash Back refers to rewards earned as a percentage discount on eligible purchases.

Pipe launches it's newest product, Pipe Business Card, designed specifically for small to medium-sized businesses and available as an embedded offering for Pipe’s software partners.

Pipe brings embedded working capital solutions to UK small businesses though their first UK partner, GoCardless. 

Pipe launching embedded capital in the UK with GoCardless

Pipe is launching embedded Capital in the UK, with launch partner GoCardless. Pipe Capital makes it fast, and simple for software companies to launch an embedded capital product and give their SMB customers seamless access to working capital directly inside their platform. 

How GoCardless and Pipe want to change lending to UK SMEs

How GoCardless And Pipe Want To Change Lending To UK SMEs

Pipe CEO Luke Voiles discusses the future of small business financing with Ali Paterson of Fintech Finance News.

The Future of Small Business Financing – Fintech Finance News Podcast

Pipe CEO Luke Voiles talks with Lex Sokolin of Fintech Blueprint about Pipe's evolution from recurring revenue trading platform to expanding access to working capital for small and growing businesses through embedded products. 

Pipe's Pivot from Revenue Exchange to Digital Lending – The Fintech Blueprint Podcast

The Fintech Blueprint: Pipe's Pivot from Revenue Exchange to Digital Lending, with CEO Luke Voiles

Karen Webster sat down with Luke Voiles, CEO at Pipe, and Thomas Welch, partner at Victory Park Capital, to take a closer look at how embedded capital-as-a-service offerings are disrupting the status quo for SMBs by enabling more frictionless access to capital for businesses traditionally overlooked and underserved by traditional financing options — using transaction data and artificial intelligence (AI) and machine learning to predict risk, and create financing offers. 

Pipe Aims $100 Million at Embedding Working Capital Solutions Into Business Software – PYMNTS

Pipe Aims $100 million at Embedding Working Capital Solutions Into Business Software – PYMNTS

Pipe's CEO Luke Voiles joins Tearsheet editor Zack Miller on the podcast to discuss the firm's move into embedded capital.

From Direct Lending to Embedded Finance: Luke Voiles on Pipe's Evolving Value Proposition – Tearsheet Podcast

Pipe announced its new Capital-as-a-Service offering to serve a wider swath of businesses beyond recurring revenue models to include predictable, charge-based revenue across various vertical markets, stages, and sizes— more specifically, small and medium-sized businesses (SMBs).

Pipe’s Big Small Business Evolution: Embedded Finance For SMBs - Forbes

Pipe’s Big Small Business Evolution: Embedded Finance For SMBs

Embedded finance is having a moment. While those of us in fintech marvel at all the technological innovation enabling its different facets, the reality is that embedded finance is helping people in very real ways.

Pipe announced the launch of their Capital-as-a-Service (CaaS) offering this morning. This new development in embedded finance is going to have a dramatic impact on small businesses all over the country.

Pipe Launches Embedded Capital-as-a-Service for Small Business - Fintech Nexus

Pipe Launches Embedded Capital-as-a-Service to Help Millions of SMBs Access Funding.Partners Include Payment Facilitators Priority, Infinicept, and Boulevard; Pipe Secures Capital to Deploy Over $ 1 Billion to SMBs

Pipe launches embedded Capital-as-a-Service to help millions of SMBs access funding

the modern capital platform for fast, frictionless, dilution-free funding,

 today announced a significant business expansion to make growth capital available to a much broader range of businesses, including the millions of SMBs that have historically struggled to get traditional financing.

The expansion is powered by the launch of Pipe’s embedded Capital-as-a-Service solution for vertical ISVs and payment companies.  This allows SMBs to access Pipe’s capital offers inside of the software and payment systems they’re already using, and gives partners a new way to monetize payments while better serving their end merchants. Pipe’s new offering supports its mission, funding businesses beyond recurring revenue to include predictable, charge-based revenue across a wide range of vertical markets, stages, and sizes.  

Initial partners in Pipe’s embedded finance program include 

, a leading payments and banking solutions provider that helps businesses take and make payments and monetize payment networks, 

, a leading provider of embedded payments, and 

creator of the client experience platform purpose-built for appointment-based, self-care businesses.  Pipe’s embedded offering already touches over 800,000 merchants, addressing over $100 billion in gross payment volume (GPV), giving Pipe the opportunity to become one of the largest alternative financiers for SMBs.     

“Our mission is to change how any size company manages their money, and offering our customers access to funding through Pipe is a seamless and powerful extension of that mission that will change how they conduct business. I am excited to work with Pipe to unlock growth for every entrepreneur who wants to build a great business," said Thomas Priore, Chairman and CEO of Priority.

To expand the funding available for SMBs, Pipe is partnering with two major capital providers, which collectively enable Pipe to fund more than $1 billion in originations annually allowing Pipe to serve hundreds of thousands of small businesses who currently lack access to capital through traditional channels.

Pipe’s new Capital-as-a-Service offering allows payment processors to easily launch a capital product without the complexity, risk, and resources involved in building it in-house. Through Pipe’s infrastructure and APIs, partners can embed Pipe’s proven capital offering into their own ecosystem seamlessly, improving merchant experience and monetizing payments in a mutually beneficial way. End merchants can then access capital easily, based on their secure transaction data from the partner platform, bypassing many of the hurdles of traditional financing. This structure has the potential to extend capital access to tens of millions of small businesses through these partnerships, while Pipe’s direct offering also remains available through 

“Many of these small and mid-market businesses have had limited access to traditional capital, which prevents them from growing. There’s a clear need for more speed and accessibility in financial services. Using live transaction data, we can assess the health of these businesses and give them access to capital in a much simpler and more user-friendly way. By partnering with Pipe to offer an embedded capital solution, PayFacs, and ISVs can now give their merchants ongoing access to capital on the platforms they use day-to-day., “

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

Pipe Capital lets software platforms embed fast, frictionless working capital solutions directly into their platforms, so SMBs can access the capital they need exactly when they need it. 

Pipe Launches Embedded Capital-as-a-Service to Make Funding More Accessible to Millions of SMBs

Pipe Launches Embedded Capital-as-a-Service to Help Millions of SMBs Access Funding  Alt: Pipe Launches Embedded Capital-as-a-Service to Make Funding More Accessible to Millions of SMBs 

The Financial Technology Association (FTA) today welcomed Pipe as its newest member. Pipe is the modern capital platform.

FTA Welcomes Pipe, the Modern Capital Platform, to Association  

 as its newest member. Pipe is the modern capital platform, built to connect entrepreneurs, and small and mid-size business owners to fast, frictionless, dilution-free financing, helping them scale and operate on their terms.

“Innovative fintech companies like Pipe provide a lifeline to founders and entrepreneurs who often lack access to financing,” said 

Penny Lee, President and CEO of the Financial Technology Association

. “We are proud to represent fintech companies powering America’s small businesses and advocate for technology's positive role in expanding access to capital.” 

“Pipe’s mission is to empower founders so they can build, and scale their companies on their own terms,” said 

. “We are excited to join the Financial Technology Association’s community of fintech leaders and work collectively to build a more flexible, transparent, and accessible future of finance that better serves America’s entrepreneurs.” 

Pipe is excited to join the FTA to reinforce the story of fintech for good, making capital more accessible by turning future revenue into up-front working capital to help companies improve cash flow and scale operations. By leveraging technology, Pipe provides unbiased access to capital, based purely on a company’s data and the health of its business. In just three years over 23,000 companies have signed up to use Pipe’s platform and 

Pipe has helped fund the growth of businesses in verticals including software-as-a-service (SaaS), 

direct-to-consumer (D2C) subscriptions, and service-based businesses all over the US

The Financial Technology Association represents companies like Pipe that meet the financial needs of founders and small and medium-sized businesses with enhanced access to capital, online payment processing, spend management, accounting, bill pay tools, and other ways to reach new customers. FTA supports policy efforts that improve Main Street businesses' access to capital and other financial services. 

 to learn more about how small businesses are powered by fintech. 

The Financial Technology Association (FTA) is a Washington, DC-based trade association representing industry leaders shaping the future of finance. We champion the power of technology-centered financial services and advocate for the modernization of financial regulation to support inclusion and responsible innovation.

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. 

The Financial Technology Association (FTA) today welcomed Pipe as its newest member. 

Pipe, the modern capital platform for fast, frictionless, dilution-free financing, today announced a significant expansion of its senior management team. 

Pipe Strengthens Executive Team as it Prepares to Expand Modern Capital Platform for All Revenue

the modern capital platform for fast, frictionless, dilution-free financing,

 today announced a significant expansion of its senior management team. These additions support the company’s ongoing growth and evolution as the platform for all entrepreneurs to turn their revenue into up-front capital. Namrata Ganatra has been appointed as Pipe’s Chief Product and Technology Officer, Scott Polchleb has joined Pipe as Chief Innovation Officer, Manpreet Dhot as Chief Risk Officer, and Yasmin Moaven, Pipe’s CMO, has been promoted to COO and CMO.

In February, Luke Voiles was appointed CEO of Pipe to scale and expand Pipe’s business, which in just three years has helped fund the growth of businesses in verticals including SaaS, 

direct-to-consumer (D2C) subscriptions and service-based businesses

. Luke has nearly two decades of leadership experience growing technology businesses within innovative industry leaders, including Square Banking at Block, Intuit’s small business lending unit, QuickBooks Capital, and as a distressed asset and credit special situations investor at top-tier funds, including TPG Capital and Lone Star Funds. In his first 90 days at Pipe, Luke quickly identified the proven technology, product development, risk management, and operations experts to help lead Pipe’s continued growth and expansion.

Namrata Ganatra, Chief Product and Technology Officer, is a highly accomplished tech executive with over a decade of experience in fintech, payments, and crypto markets. Prior to joining Pipe, she led Engineering and Product at Autograph, a leading NFT platform, and held senior leadership roles at Coinbase, Meta, and Paypal, where she shaped payment strategy and scaled payment infrastructure to meet the needs of millions of users. She also founded an AI-based e-commerce startup that helped SMBs grow sales across multi-channel e-commerce platforms, which was acquired by Thrasio.

Scott Polchleb, Chief Innovation Officer, is a global design leader who has built and led teams for both start-ups and large tech companies. He was previously the Global Head of Design and Creative at Square Banking, where he led design and strategy across Square Banking and CashApp. He’s also held senior leadership positions in design at Afterpay, WeWork, and Visa. He helped internal partners and clients solve complex problems, pilot projects, and achieve business goals using design thinking and best-in-class product and service design and prototyping.

“I’m excited by the huge opportunities Pipe has to majorly impact alternative and embedded finance across so many industries,” said Ganatra  “The passion and energy of this team, combined with experienced leadership, is going to create amazing outcomes for our customers and shape the way business owners access financing to grow and operate.”

Manpreet Dhot, Chief Risk Officer (CRO), 

has over 20  years of leadership experience in commercial and consumer risk management. He most recently served as the CRO at Imprint, a modern co-branded credit card issuer, where he created a holistic, integrated approach to risk management and helped develop a technology roadmap to support rapid deployment and iteration of risk/pricing models and strategies. He was also the CRO at Funding Circle US, where he conceptualized and deployed credit and fraud risk capabilities that enabled Funding Circle’s US portfolio to grow from $80 million to $1.1 billion in assets under management in five years with no adverse credit outcomes. He previously spent 12 years at American Express in India and the United States in several senior roles.

Yasmin Moaven, Chief Marketing Officer, will expand her role to include Chief Operations Officer. She has been an integral part of Pipe’s early success since its public launch in 2020, where she led the development of the Pipe brand and spearheaded the company’s marketing, communications, and investor relations strategy. 

Yas has helped scale operations and Pipe’s reach across multiple verticals and geographies, and will now further focus on helping expand Pipe’s efforts in its next phase of growth. 

“In just three years, Pipe has defined a new approach to funding the rapid growth of companies in a wide range of markets,” said Voiles. “To take advantage of the enormous opportunity, we have to focus on our core product and expand the impact and value we are delivering. We need proven industry leaders like Namrata, Scott, Manpreet, and Yas, all of whom have successfully and consistently driven massive scale and flawless execution across critical areas such as technology and product development, customer-focused design, risk management, branding, and operations. This is our fintech dream team. Pipe is now well positioned to capitalize on the opportunities in front of us in 2023 and beyond.”

Pipe, the modern capital platform for fast, frictionless, dilution-free financing, today announced a significant expansion of its senior management team.

Pipe's founding team are stepping down from executive roles in favour of new CEO Luke Voiles

Pipe Hires New CEO As Founders Make Way For Scale-Up Experience

Former Square and Intuit Executive to Lead Pipe’s Next Phase of Growth

Pipe Names Seasoned Fintech Leader Luke Voiles as New Chief Executive Officer 

; Pipe, creator of the world's first trading platform for revenues, today announced Luke Voiles will become the company’s next Chief Executive Officer and will join its board of directors as of February 20, 2023. The company has also appointed Albert Periu, the CEO of Zilch USA Inc, to its board of directors. 

Voiles joins Pipe from Square, where he served as General Manager of Square Banking. With in-depth experience across fintech, financial services, and capital markets, Voiles will lead the company in its next phase of growth, working closely with Pipe’s executive team, employees and board to continue empowering entrepreneurs and companies to grow their businesses on their own terms. 

“We are in a transformative period in the evolution of fintech. Embedded financial services are disrupting the status quo and Pipe has the opportunity to demonstrate to the world what the future of capital access looks like,” said Voiles. “I am excited to partner with the founders and the entire team to run with the founders' vision to build the global platform for revenue to reach even more entrepreneurs and companies that want to expand and grow their businesses and spend less time worrying about how to access capital to do so.”

In his role at Square Banking, Voiles led the teams responsible for scaling and managing Square Loans, instant transfer, Square Checking, and Square Savings globally. The Square Loans business has been pacing above $1 billion per quarter in loan volume, making it one of the largest alternative SMB lenders in the world. Prior to Square, he held roles at Intuit, including CEO and President of QuickBooks Capital, building the lending business from scratch and scaling it to $2 billion in loans originated. Voiles has also worked at blue-chip alternative investment firms focused on credit and special situations, including TPG Capital and Lone Star Funds. His deep product and technology experience has helped Voiles establish himself at the forefront of category creation across market and economic cycles, inspiring him to develop offerings for companies and customers that are not well-served by traditional and technologically-antiquated channels.

"Pipe’s opportunity grows bigger every day. We believe that Luke is the right person to unlock our full potential and lead us into the next phase of operational excellence. Over the last two decades, Luke has helped scale innovative products within fintech leaders like Square and Intuit. He is a true builder and an entrepreneur at heart, and with his leadership experience, he will take Pipe into our most exciting phase of growth," said Josh Mangel, Co-founder and Executive Chairman of Pipe. "In my new role as Executive Chairman, I will focus on what I do best: building and driving strategy for Pipe’s long-term product vision to be the global platform for all revenue."

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