Your merchants want to surcharge… are you prepared for the compliance risk that comes with it?

Surcharging for one business that operates in one state is relatively straightforward. But with ecommerce and SaaS-powered payments on the rise, software companies are supporting merchants in multiple states or jurisdictions and those merchants can be serving a wide variety of customers across multiple regions.

And the rules vary. Surcharging is governed by a patchwork of state regulations, card brand rules, industry norms, and customer expectations.

On this episode, Yeeld Co-founder and CEO Emily Tsitrian joins Becky Kopplin for a deep dive in surcharging compliance for vertical SaaS platforms. They covered:

• How governing bodies monitor and enforce surcharging rules, and the devastating costs of non-compliance
• Who bears ultimate responsibility for surcharging compliance, and what platforms need to know before they enable it for their merchants
• How digital wallets make surcharging compliance even more difficult
• The danger of treating “convenience fees” as a loophole, and why we’re likely to see increased scrutiny of convenience fees in the near future
• Specific verticals and card-mix profiles where surcharging makes sense (and where it doesn’t)

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Vertical SaaS operators understand the importance of data, but it’s easy to discount merchant onboarding data and payment data because historically those have belonged to the payment provider.

On this episode, Preczn cofounders Malik Velani and Jason Key share how vertical SaaS platforms can take control of their merchant, customer, and payment data to accelerate payment migrations, increase attach rates, and grow fintech revenue. 

They covered:

• The hidden costs of letting a payment provider own your merchant onboarding and payment data
• Why merchant onboarding is the biggest barrier to payment adoption and efficient migrations
• How software companies can increase payments and fintech attach rates with pre-filled onboarding applications
• Two factors vSaaS leaders must consider when evaluating embedded fintech opportunities
• How platforms can go beyond data ownership and leverage it to build a sustainable competitive advantage

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

The Automated Clearing House (ACH) network moved $86 trillion in the U.S. in 2024 – more than 7x the four major card networks combined.

Yet the big embedded payment providers treat ACH as an afterthought. 

On this episode, Rainforest Founder and CEO Joshua Silver joins guest host Brooke Smith to discuss how software companies can drive more payments volume and revenue with ACH.

They covered:

• Why ACH is still the backbone of U.S. money movement, and will continue to be for a while
• Deep dive into the mechanics, timelines, and risk profile of ACH vs credit cards
• Modern tools that can reduce the risk of ACH for merchants, software platforms, and payment providers
• How to monetize embedded ACH payments by selling the value of the whole solution
• 3 ways to encourage end customers to pay online instead of mailing a check, so you can increase embedded payments utilization (and volume!)

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Will AI erode vertical SaaS? How can vertical software companies win market share when enterprise customers can use AI to build their own systems?

Vertical software founder, CEO, and investor Luke Sophinos joined Rainforest VP of Revenue Aaron Steinberg to discuss the future of vertical SaaS. 

They covered:

• Why focusing on just one or two core values can help software companies build a strong team
• Luke’s proven playbook for success in vertical SaaS, and how AI is changing it
• The biggest mistake startups make when building AI products and what to do instead 
• One prerequisite vertical software platforms must have before adding payments
• How vertical SaaS companies can win their market by becoming the system of record

Mentioned on this episode:

Luke Sophinos: https://lukesophinos.com/

Luke’s newsletter: https://www.newsletter.lukesophinos.com/ 

Vertex: The Vertical Software Conference

September 9th, 2025 in San Francisco, CA

https://www.vertexconference.com/ 

Vertical Software Summit

October 16th and 17th in Miami, FL

https://www.verticalsaasgroup.com/vertical-software-summit 

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

What does it take to grow a SaaS company from pre-revenue to market leader or scale to a successful exit?

Kevin Lee has been a software and payments leader for more than 25 years and his track record includes multiple successful exits. He joins host Joshua Silver to discuss the the rise of embedded fintech, how the strongest SaaS companies are approaching embedded payments, and why the most promising SaaS companies are selling all-in-one solutions.

They covered:

• How payments combined with business intelligence makes the core SaaS product sticker (and a real-world example)
• The hidden cause of low adoption and how to prevent it
• Why Stripe is no longer the default choice for embedded payments
• How to choose a payment provider that won’t steal your merchants (this is more common than you think)
• Overcoming common objections when selling embedded payments to existing customers

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

How can a vertical SaaS company become THE operating system for their industry?

Fintech board member, investor, and advisor Bob Butler joins Rainforest VP of Payments Becky Kopplin to discuss how vertical software companies become the system of record with robust vertical workflows and embedded fintech.

They covered:

• One thing Bob would do differently if he was building a payments company all over again
• Contract terms to align incentives with your payment provider
• The critical metric that matters more than margin – and how to optimize for it
• Critical org structure and culture mistakes that hinder payments growth
• How a great embedded payments experience defeats low cost competitors (and a simple test to evaluate if you got it right)

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

One of the biggest challenges for software companies launching embedded payments is adoption. How do you get customers to use embedded payments?

Roofing CRM platform ProLine didn't have this problem.

Customers asked for payments. And, when ProLine launched their embedded payments, customers eagerly moved their payments volume to the platform.

On this episode, ProLine Co-Founder and CEO AJ Briley joined host Joshua Silver to share how ProLine worked closely with customers to build the right product and get adoption so quickly:

• Why iteration is essential to building a great product
• How customer feedback helped Proline build a winning product
• Choosing the right payment provider, and when it makes sense to engage a consultant
• Specific features in the core product that drove Proline’s success with payments
• How embedded payments can increase company valuation

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Basis Theory Co-Founder and CEO Colin Luce joins Rainforest Founder and CEO Joshua Silver to discuss the future of agentic commerce.

They covered:

• Shopping in an AI-enabled ecosystem vs true agentic commerce
• How certain categories of shopping are likely to adopt AI
• Will agentic commerce drive more shopping (and payments volume) or make shopping more efficient?
• Data and infrastructure needed to power agentic commerce
• Risk management implications of empowering AI agents to make buying decisions

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

In this episode, Basis Theory Co-Founder and CEO Colin Luce joins Rainforest Founder and CEO Joshua Silver for a deep dive on payments orchestration, tokenization, and vaulting.

They discussed:

• The number one reason to invest in payment orchestration (hint: it's not least-cost routing)
• How software companies can protect their merchant onboarding data and get more control over their payment processing
• The sneaky retention tactic some legacy payment providers still use -- and how data vaulting can help software platforms break free
• Why the promise of "use network tokens and save 10 bps" has yet to be realized
• Exactly what is Payments 3.0, and the capability it is unlocking for software platform

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Payments pundits tend to say things like “every software company will be a payments company”... but how should software companies really evaluate the payments opportunity?

Andrew Mosawi has helped hundreds of software companies set up and scale their payments businesses, and on this episode he joins host Joshua Silver to share his key insights.

They covered:

• When to bring in a dedicated payments leader (hint: it’s not a certain ARR or processing volume)
• Specific questions to help you decide if payments should be a priority right now
• Why payment provider selection should NOT be the first milestone, and what SaaS leaders need to do before that
• 3 ways to create value in your software business with payments (and none of them involve being the lowest cost option)
• The next big embedded fintech opportunity for vertical software companies, and how to prepare for it

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

How do you build and launch an embedded payments product that delights your customers, boosts retention, and grows your core business? The answer might surprise you.

Product and strategy consultant Matthew Goldman of Totavi joins host Becky Kopplin to share product strategy for software companies adding or optimizing embedded fintech.

They explore:

• 3 essential questions SaaS leaders need to ask before getting started with payments
• Why department stores have store-brand credit cards – and how software companies should think beyond revenue to build winning products
• How to sell embedded payments to small and large businesses, without competing on price
• The biggest risk in embedded payments implementation (hint: it’s not technical)
• Specific product details that delight your customers and create more value with embedded payments

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Fraudsters are evolving fast. How can software platforms and payments providers stay ahead?

On the latest episode of The Payments Strategy Show, Dwayne Gefferie and Joshua Silver discussed the answers to this question and many more.

Dwayne is known for his contrarian perspectives and deep expertise in payments data and risk management, so this episode goes into the weeds on auth rates, risk management, payments orchestration, and the state of the industry. 

Dwayne and Joshua covered:

• The most important payments metric for software platforms to optimize at each stage of growth
• How scammers are evolving, and what platforms and payments providers need to do to stay ahead 
• Legacy mindset challenges that the payments industry needs to overcome in order to fight fraud
• The optimal approach to payments orchestration and at what stage platforms should start experimenting
• Honest assessment of Stripe, Adyen, and Fiserv – both strengths and competitive challenges

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Embedded fintech is a massive opportunity for vertical software companies, but most SaaS operators aren’t thinking about the full potential.

WorkWave SVP & GM of Fintech and Strategic Partnerships Jacob Olins joined host Becky Kopplin to discuss the unique opportunity for vertical SaaS companies to disrupt traditional banking, the most common challenges, and how to unlock fintech growth.

They discussed:

• How Square paved the way for embedded finance
• One leadership decision that separates the embedded fintech winners from everyone else
• Where in the payments journey most software companies get stuck – and how to unlock next level growth
• How to evaluate your embedded fintech opportunities and decide where to start (hint: it’s not always payment acceptance)
• Two archetypes for a payments leader, and how to choose the right payments leader for your organization

Listen to the Acquired podcast episode on Visa that Jacob recommended during the conversation.

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

The biggest opportunity for SaaS companies to reduce embedded payments cost usually isn’t negotiating a lower fee with the payment provider. 

It’s optimizing interchange. 

In this episode, payments supply chain expert Max Jewell explains how interchange fees are determined, where SaaS companies might be able to qualify for better rates, and what to look for in your processing statements to uncover potential savings.

Max shares:

• The most frequent causes of transaction downgrades and how to avoid them
• Common mistakes that prevent platforms from getting Level 2/3 data rates
• Little-known interchange optimization methods that almost no one is talking about
• 3 steps to size up your potential interchange optimization savings
• An easy way to spot hidden payment processor fees

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Vertical SaaS is bifurcating into two distinct approaches – and one approach will dominate.

Joshua Silver (Founder & CEO of Rainforest) is joined by Ari Myers, Head of Commercial Strategy at Kanmon, to talk about the synergy between embedded payments and embedded lending, why the next generation of SaaS platforms will need to be fintech-first to stay competitive, and how to avoid the most common fintech fails.

They covered:

• Two types of SaaS companies that are emerging, and how to be on the winning side.
• The non-negotiable prerequisite for embedded fintech success (hint: it’s not the product)
• How to activate your GTM org with sales incentives, quota retirement, new demo patterns, and more
• The "trifecta" of execution: executive sponsorship, cross-functional ownership, and departmental accountability
• Why aligned incentives between fintech providers and platforms create a win-win-win for SaaS companies, partners, and their end users

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Merchant migrations can be a significant barrier for SaaS companies changing payment providers -- especially if there's concern about merchant pushback or churn.

Wouldn’t it be great if we could get advice from someone who has led dozens of successful migrations impacting many thousands of merchants?

This person is Becky Kopplin (VP of Payments at Rainforest). In this episode of the Payments Strategy Show, she sits down with host Joshua Silver to share her battle-tested merchant migration playbook. 

They covered:

• How Ministry Brands evaluated acquisition targets based on payments, and what drove up (or tanked) valuation
• The hidden cultural gap between “integrated” and “embedded” payments that stalls adoption
• How to reduce migration risk and improve outcomes with merchant segmentation and a test-measure-learn approach
• Why lowering your processing rate won’t win over merchants… but better product value will
• Real-world strategies for reducing support volume, increasing attach rate, and making payments a strategic differentiator

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

As customers, why do we enjoy interacting with some software and dread others? And how can SaaS companies create that feeling of joy in an embedded payments product?

Payments UX expert Joseph Solomon of WDIR joins us on the Payments Strategy Show to answer these questions and more. We covered:

• One critical UX touchpoint with a disproportionate impact on payments adoption (SaaS companies don’t want to miss this)
• How to boost merchant onboarding completion rates with progress indicators and other UX best practices
• The critical importance of trust in payments, and how to build it through UX design
• How to innovate on a payments product that demands reliability and stability
• Small words that make a big difference in confirmation pages, status emails, and other payments touchpoints

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

With payments technology getting more and more complicated -- and fraud evolving at a similar rate -- how can SaaS companies build a winning payments strategy in a rapidly changing payments industry?

Nikita Skitev of Payments Strategist joins host Joshua Silver to discuss this question and much more. They covered:

• The best way to learn about payments and fintech quickly when you’re just starting out
• Hidden costs of an all-in-one “walled garden” solution, and when to choose open ecosystem providers instead
• 6 key components to payments strategy, and why platforms must proactively manage their own fintech roadmap
• Two common types of fraud, and how SaaS platforms can grow volume without taking on excessive risk
• How to holistically evaluate a payment solution from both the payer and payee perspective – and why software companies need to consider both

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

One of the biggest mistakes for vertical SaaS companies when it comes to payments is taking on too much. 

Too much risk and compliance responsibility, too much technical complexity, or too many features that add more confusion than value. 

In this episode, Becky Kopplin interviews Joshua Silver about exactly what SaaS companies must prioritize in a high-value embedded payments offering... and which shiny objects just cause problems.

They covered:

• Why adoption is the ultimate payments KPI (focus on this if you want to drive massive revenue with embedded payments).
• A counterintuitive merchant onboarding flow to avoid unexpected funding holds, additional verification requests, and service interruptions.
• How a cluttered checkout experience with too many choices can lead to decision paralysis and abandoned carts. 
• The trendy pricing strategy that hurts adoption and margin, and why a simple pricing model wins every single time.
• What software companies can learn from Uber to make embedded payments an obvious “yes”.

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

With so many SaaS companies embracing payments, why do only 10-15% achieve the expected financial results? Brian Abernethy of Utopaya joins host Joshua Silver on this episode to examine what separates the winners from the rest of the pack. 

They explore:

• One huge mistake SaaS companies make when choosing a payments provider, and how to avoid it
• Specific contract terms to demand, and terms to reject, when negotiating with your payments provider
• The essential tension between take rate and adoption, and when to prioritize each
• How to boost attach rates by positioning on-platform payments as the default choice
• Why the most successful SaaS companies don't bury payments under finance or product, and how to structure the org for success

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Why are some SaaS companies able to generate more than half of their revenue from payments, while others struggle to get customers to use the payments feature? Matt Brown of Matrix Partners shares his lessons learned from building fintech into the vertical SaaS platform at Bonsai and working closely with top SaaS and fintech leaders as a VC investor. He covers:

• Why payments should be the first embedded fintech product for almost every vSaaS (hint: customers love to get paid).
• How SaaS platforms can become the system of record by managing workflows, data, and financial transactions all in one place.
• Where platforms can find additional growth beyond the typical scope of vSaaS and embedded fintech
• How nuanced details in pricing and risk management can make or break an embedded fintech offering
• The critical importance of prioritizing customers and vertical-specific needs over one-size-fits-all playbooks

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

How do software companies transform payments from a bolt-on feature to a thriving profit center? In today's episode of The Payments Strategy Show, Ali Mast of Parachute Advisory shares her experience from a career at the intersection of SaaS and payments, and what she learned from embedding payments in 40+ software platforms.

• Why SaaS and payments companies often "speak different languages" and how to bridge the gap.
• How evolving banking and regulatory conditions have made it harder for SaaS companies to become payfacs and the growing role of modern payfac-as-a-service providers.
• Revenue-maximizing best practices for sales enablement, customer success, and more.
• What mid-market SaaS companies need to consider before taking on payments risk.
• Why SaaS leaders need to own their payments strategy—or risk losing revenue to third parties.

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Tony Caudill shares insights from building a church membership engagement app and an all-in-one financial management platform for youth sports clubs, emphasizing how to choose the right payments provider, create a winning merchant experience, and drive adoption.

• How integrated payments helped Tony's first SaaS business get acquired
• Four different approaches to payments and which one drives the most value for vertical SaaS companies and their customers
• Why simply adding payments to a SaaS platform isn't enough -- and the essential strategy shift that actually drives revenue
• The hidden costs of picking the wrong payments provider and how to avoid an expensive, years-long mistake
• What's missing from the "if you build it, they will come" approach and how to get customers excited about payments

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

As Head of Consulting and Market Intelligence at TSG, Peter Michaud is often engaged by Private Equity firms to help value software companies with integrated or embedded payments. In this episode, he joins host Brooke Smith to share his exact framework for evaluating a software company’s payments business, how each variable impacts valuation, and how software companies can close the gap between their current payments business and their future potential. 

They covered:

• Why investors care about payments (hint: it’s not just about revenue)
• The right to win: why it matters, how to evaluate it, and what it says about your addressable market
• Three critical payments contract terms to know and how they impact valuation
• Why software companies should own the merchant relationship including sales, support, and pricing
• Key insights from merchant-level volume and profitability – and why you need this data to make business decisions

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Mindbody is admired as an embedded payments role model by SaaS operators and investors alike.

How can other vertical SaaS platforms replicate their success?

On this episode, Brad Greene (Co-Founder and COO at H3 Partners and former payments leader at Mindbody and HubSpot) joined host Joshua Silver to discuss the rise of embedded payments and how vertical SaaS companies can launch a successful embedded payments offering.

They covered:

• The most frequently overlooked contributors to a successful embedded payments launch (don’t ignore these)
• How Shopify democratized e-commerce and what vSaaS platforms can learn from their success
• 3 factors that drove Mindbody's payments revenue growth and how companies are replicating their success
• The most important consideration when choosing your payments provider (hint: it’s not price)
• How vertical software can still win in the AI era

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

When software companies want to increase payments revenue, payment provider fees are often the first place they look.

But cost cutting yields only a very limited margin increase.

The real growth opportunity is driving greater adoption and payments volume. 

Ashley Willson, co-founder of advisory firm Revolv, joined host Becky Kopplin to share how vertical software companies can grow payments revenue by optimizing their GTM strategy for adoption.

They covered:

• Why vertical SaaS companies need a payments partner, not a vendor, and how to choose the right one for your business
• How to shift the focus from cost savings to volume growth, and why this perspective shift is key for revenue and retention
• One prerequisite that vertical SaaS companies must achieve before adding embedded payments
• 3 things the most successful vertical software companies do right to drive payments adoption, volume, and revenue
• The next big embedded fintech opportunity for vertical software companies

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Evan DaSilva grew Buildium’s embedded payments volume from $2B/yr to $10B/yr, contributing to a 446% increase in valuation over just 42 months and a $580M acquisition.

Now, Evan is SVP of Payments at donor management and fundraising platform Bloomerang. He joined host Joshua Silver to share his experience as a repeat Head of Payments.

They discussed:

• Why early-stage vertical SaaS founders can’t afford to ignore payments
• Traps to avoid when choosing your first (or next) payment provider
• When to hire a payments leader and what to look for in the ideal candidate
• 3 ways to sell payments into your backbook
• How embedded payments drives higher valuations for vertical software companies

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

The most frequently asked questions about surcharging tend to focus on surcharging compliance.

Compliance is important. But the first question should be “is surcharging even the right solution?” 

In this episode, Rainforest VP of Payments Becky Kopplin joins host Joshua Silver to share their insights on both questions. They discussed when to consider surcharging, which problems surcharging does (and does not) solve, and – if you do decide to surcharge – how to be compliant.

This conversation covers:

• Surcharging, convenience fees, technology fees, and discounts – exactly which fee models are subject to surcharging rules and why
• How card networks enforce surcharging rules and the consequences of non-compliance
• 3 must-haves for compliant surcharging and how to approach each
• Hidden costs of surcharging and how to decide if it should be a priority for your platform
• One specific use case where surcharging can significantly accelerate card adoption

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

When vertical software companies transition from referral-based payment providers to an embedded solution, one of the critical challenges is bringing payments support in-house.

Vertical SaaS veterans Emi Keshler and Kyle Scott joined us this week to share their experiences supporting day-to-day operations for embedded payments at vertical software companies, and how to transform payments support from cost center to revenue driver.

We discussed:

• How support and payment operations directly contribute to payments adoption and revenue
• Product gaps that create the vast majority of payments-related support tickets – and how to find and fix them
• Why an internal payments advocate is essential for a profitable payments product 
• How to move from reactive support to proactive support, and become your merchants’ trusted partner
• The hidden decision that can drive 2x revenue when vertical SaaS companies get it right

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

The chargeback exists to protect consumers. And it assumes that all consumers are good actors. But what happens when they’re not?

First party fraud is increasing by 30% every year.

It’s hard to detect, accounts for more than 75% of chargebacks, and costs US businesses more than $100B per year.

Shanthi Shanmugam, CEO of dispute automation platform Casap, joined guest-host Brooke Smith to discuss how payment providers, ISVs, and merchants can fight first-party fraud.

They covered:

• Why first-party fraud isn’t detected by traditional fraud tooling
• The tradeoff between friction and fraud, and how ISVs can strategically insert friction to reduce first-party fraud 
• How modern technology like first-party fraud scores can identify high-risk consumers
• Why some customers file chargebacks when they’re confused – and a simple strategy to identify (and fix) the most likely causes
• Specific strategies to reduce chargebacks on subscription payments

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Bolting on payments can be a “quick win” for vertical software companies, but it doesn’t unlock the full opportunity. 

Experienced payments leaders know the biggest gains are the result of continuous optimization of product, pricing, messaging, cost, and more. 

On this episode, Freshbooks VP & General Manager of Payments Shirley Hsu joins host Becky Kopplin to share her experience growing the payments business at Freshbooks and the three critical levers to drive meaningful margin expansion.

They discussed:

• The marketing message that’s resonating with service-based business owners to drive payments adoption right now
• How to position automation and efficiency as growth levers for SMBs
• Why switching to IC+ pricing doesn’t guarantee more margin
• Pricing, product, and cost optimization strategies to maximize payments margin
• When to hire a payments leader and how to align the organization for payments success

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Payments revenue is advantageous to software platforms because they can earn basis points on every transaction that flows through the platform. But the risk exposure is asymmetric. It’s not limited to the revenue the platform earned. A legal misstep or regulatory violation can risk the entire amount processed plus fines – a total that can be orders of magnitude larger than the platform’s payments revenue.

To help us navigate the legal and regulatory landscape, payments attorneys Edward Marshall and Theresa Kananen joined host Joshua Silver to explain why payments is so heavily legislated and regulated, common pitfalls, and the best way to navigate challenging situations.

They discussed:

• How software platforms might be held responsible for a merchant’s actions even if they don’t touch the money directly
• One dangerous assumption software companies should never make about payments
• Who actually owns your merchant and transaction data if the contract doesn’t specify
• Why states are setting the rules on pricing, subscriptions, and cancellations
• An obscure 1989 law that can turn an accurate statement on a merchant application into a legal and financial nightmare

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Diving into a brand new market without any deep knowledge or industry research is how many kick off their entrepreneurial journeys. 

After five startups, Adam Flemming took a different approach when he founded self-storage platform Cubby – he looked before he jumped. The result? A company built on deep market research that treats payments as a core necessity and goes beyond addressing just the symptoms of customer issues. 

In this episode, Cubby’s Founder, Adam Flemming joined host Becky Kopplin to share hard-won lessons on building a successful vertical SaaS company the right way. 

They discussed: 

• Why researching the market before launching a company is critical – don't jump into the pool without knowing the depth
• The critical reason vertical SaaS leaders must treat payments as a core product feature, not an afterthought 
• How AI’s biggest value is to eliminate generic tasks so operators can focus on what differentiates their business  
• "Simple" businesses like self-storage are more complex than they appear and require sophisticated software
• Why digging deep to the root cause of customer problems is better than just providing surface-level support

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Building an embedded payments strategy that actually works requires more than just enabling checkout. It demands a clear view of what you're building, who owns the compliance and risk, and when the math actually makes sense to take on more of it.

In this episode, Dogpack’s Chief Revenue Officer, Zaiaad Khan joined host Aaron Steinberg, VP of Revenue at Rainforest, to discuss his extensive experience in payments, how he thinks about embedding payments into software platforms, and the hard-won lessons behind choosing the right PayFac model for your business. 

They discussed: 

• Payments infrastructure is the central nervous system of your business, not an afterthought
• Why vertical SaaS platforms are falling into significant payments volume without truly understanding their own cost center
• How to approach the PayFac decision – it isn't triggered by a single milestone, but by a confluence of pressures
• Key differences between different PayFac models and how to evaluate which makes sense for your business
• Why transparency about pricing and interchange is still a competitive differentiator in payments

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

For vertical SaaS platforms, offering a trusted and familiar payment experience can be the difference between checkout conversion and cart abandonment.

Rainforest and PayPal recently joined forces to launch an exciting new embedded payments integration that helps vertical software platforms capture more payments volume and leave offline methods like checks and cash behind.

PayPal Senior Vice President and Head of SMB Commercial Taira Hall joined host Joshua Silver to discuss the exciting collaboration, how platforms can leverage PayPal's ecosystem and why payments must be treated as a core workflow, not an afterthought. 

They discussed:

• Rainforest and PayPal's latest integration for platforms looking to win more volume
• Why treating payments as an afterthought leads to cart abandonment and lost revenue
• How Venmo helps service-based businesses acquire new customers through social proof
• Common mistakes platforms make in their checkout experience and how it impacts processing volume
• Why platforms need to prepare for AI agents driving customer purchases

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Payment aggregation models come with complex legal and contractual implications that many vertical SaaS platforms overlook. 

For those platforms who are evaluating a payments provider, it's critical to avoid costly compliance missteps and ensure long-term flexibility as your business scales.

Payments attorneys Edward Marshall and Theresa Kananen joined host Joshua Silver, Founder and CEO of Rainforest to clarify payment models, explain compliance obligations, and share strategies for navigating provider contracts. 

They discussed:

• What payment aggregations really means (PayFac, merchant of record, marketplace)
• Why merchant of record status doesn't eliminate compliance responsibilities 
• How the flow of funds differentiates payment models and why it matters legally
• Exactly what to look out for when switching providers and navigating exclusivity causes
• Why evaluating a payments provider’s reputation and contractual flexibility matters 

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

HSA and FSA cards represent $150 billion in consumer funds today, yet many vertical SaaS platforms serving healthcare, wellness, and fitness aren't set up to accept them. 

The challenge isn't just processing the cards; it's navigating the complex compliance requirements around eligibility, letters of medical necessity, and TPA administrator rules. 

In this episode, Truemed’s Head of GTM Partnerships, Chris Shaw joined host Aaron Steinberg, VP Revenue at Rainforest, to break down how HSA/FSA acceptance works, why compliance is the real moat, and how vertical software platforms can unlock this revenue opportunity for their merchants.

They discussed:

• What HSA/FSA accounts are and the massive untapped payments opportunity
• Why compliance is a big challenge and how the right payments partner makes it seamless
• How enabling HSA/FSA acceptance increases average order value by 30%
• The reason consumers are now starting their shopping journeys in HSA/FSA marketplaces
• Everything platforms need to know about letters of medical necessity and dual eligibility 

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay

Most vertical SaaS platforms start with embedded payments, and sometimes also end there. 

However, once the payments offering is live, scaled, and optimized, platforms can grow revenue even more by expanding to lending, banking, and other fintech products.

The challenge is knowing what to build next, how to sequence products, and how to drive adoption without massive investment.

In this episode, Unit’s CEO and Co-Founder, Itai Damti joined host Joshua Silver, Founder and CEO at Rainforest to share the embedded fintech playbook for vertical SaaS platforms, including how to maximize revenue, avoid common pitfalls, and leverage the "system of action" strategy for higher adoption.

They discussed: 

• How embedded finance has evolved from early adopters to plug-and-play solutions
• Why your payment processor is not your embedded finance partner
• The "system of action" strategy that drives higher fintech adoption rates
• Why cashflow is king and how the right messaging is the key to success with SMBs
• How software platforms can launch embedded finance without building compliance teams

The Payments Strategy Show is brought to you by Vertex and Rainforest.

Vertex: The Vertical Software Conference

This invite-only event and community offers networking, learning, and unique insights on go-to-market, monetization, product expansion, fundraising, and M&A.

Learn more: https://www.vertexconference.com/

Get updates on LinkedIn: https://www.linkedin.com/company/vertex-vertical-software-conference

Rainforest is the embedded payments purpose-built for vertical SaaS.

Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.

Learn more: https://rainforestpay.com

Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay