This conversation is part of a three-part series about Embedded Finance that Jane and I are launching leading up to Embedify 2026, our summit for vertical SaaS leaders on October 13 in Lehi, Utah.
AI is making software faster to build, easier to copy, and harder to price with the old per-seat subscription model. So where does durable growth come from when “more features” no longer guarantees higher ARPU and AI agents start doing the work your users used to do? We think the answer is hiding in plain sight: the financial activity already running through your platform.
In this episode I sit down with Jane Podbelskaya, Founder of Charge Forward, to unpack the embedded finance playbook for vertical SaaS. Jane explains how transactional revenue aligns with customer success, why embedded finance can protect profitability when AI tools carry higher costs, and what “embedded finance” really means beyond just payments. We also dig into where to look for monetizable moments inside real workflows, from obvious money movement to subtle signals like CSV exports, QuickBooks detours, and repeated integration requests.
We then go past the hype into execution: what it means to manage embedded finance as a product and a P&L, how to think about pricing and packaging, how to drive adoption with clear UI and messaging, and why compliance-aware marketing matters even when a fintech partner handles most of the back-end complexity.
Subscribe for the next parts of the series, share this with a SaaS operator who’s rethinking pricing, and leave a review with your biggest question about embedded finance.
