The Embedded Everything Directory, by Unit
Unit is introducing the Embedded Everything Directory: a living map of the software companies powering Vertical SaaS businesses to become complete, all-in-one operating systems.
At Unit, we believe we’re in the middle of a major shift: vertical SaaS companies are no longer just point solutions. They’re becoming all-in-one operating systems, powered by a wave of new embedded products.
Embedded finance makes it possible for platforms to build complex, technical financial solutions for their customers – dramatically easier, faster, and cheaper than building from scratch.
Yet, it’s not just payments and finance. All-in-one operating systems are owning the back office, front office, and everything in between. Today, we’re launching the Embedded Everything Directory: A living map of the software companies driving this change.
Check out the directory here.
80 companies across 18+ embedded software categories
We’ve started with 80 companies across 18+ categories that are reshaping vertical SaaS.
What patterns did we uncover?
- A recent wave of innovation: Almost 70% of the companies were founded between 2018–2022.
- A growing capital base: Collectively, they’ve raised more than $2B, from VC and PE.
- Leading categories: Embedded payments and embedded capital are the largest groups, with 11 companies each.
- Unexpected frontiers: New categories are emerging, including embedded business formation, embedded FX hedging, and even embedded food ordering.
This diversity is proof that “embedded” is no longer just about payments or banking. Everything is becoming embedded.
Businesses care about getting paid faster, having visibility into their cash flow, and managing money in one simple and familiar place.
Why Embedded Everything Matters
For vertical SaaS executives, it’s becoming a product and LTV arms race. The companies that win will:
- Expand customer value: By embedding new products that solve real problems. That means listening closely to customers, identifying their pain points, and moving fast with the help of modern infrastructure providers.
- Stay competitive: By keeping a close eye on what peers in their category are embedding. Competitors may already be going “embedded everything” to expand LTV, and since this race defines who dominates a category, you may need to move first or track their moves carefully.
- Choose their strategy wisely: By balancing the benefits of third-party providers with the long-term risks of outsourcing their embedded stack. It’s the difference between renting and owning: renting gets you started quickly, but ownership offers more control over the long term. Future changes (whether regulatory, platform, or market-driven) could make building in-house the smarter path.
The Embedded Everything Directory serves as both a snapshot of where we are today and a lens into where things are headed.
