Welcome back to our new miniseries Vertical SaaS: Fintech Disruption by a Thousand Cuts, sponsored by our friends at Pipe.

In episode 3,  we dig even deeper into the fintech strategy behind embedded finance within vertical SaaS (platforms that are the IDEAL distribution channel for B2B financial products). 

But how does the process of embedding financial products within vertical SaaS platforms actually work? 

How should these platforms define their fintech strategy, sequence their roadmap, and be prepared for…what risks and challenges?

Hosts Alex Johnson and Luke Voiles (CEO of Pipe) sit down with Ethan Senturia, President of Housecall Pro (and former Chief Fintech Officer) — the perfect person to answer these questions.

Housecall Pro began with the essentials (pricing, scheduling, dispatch, invoicing) and grew into a full operating system for professionals across trades like HVAC, plumbing, electrical, cleaning, and more. 

Along the way, Ethan discovered that segmentation isn’t just about industry or company size; it’s about persona. As he learned on day one: “There is no such thing as a pro.” 

A roofer, a cleaner, and a 20-person plumbing shop each need different workflows, pricing logic, and financial tools. The fintech roadmap at Housecall Pro was built around one mantra: all money in, all money out.

Threaded throughout: the gritty reality of 140° attics, wasp nests in walls, and pros spending 80% of their day “under the sink” but 80% of their worry on spreadsheets. 

This episode is a front-row seat to what fintech strategy really looks like when it’s built for the people doing the work. Don’t miss out — and subscribe to catch future episodes.

Thanks for listening! 

This episode was brought to you by Pipe. Pipe helps vertical SaaS platforms unlock fast, flexible capital, right inside their product. Learn more at pipe.com/fintechtakes.

Sign up for Alex’s Fintech Takes newsletter for the latest insightful analysis on fintech trends, along with a heaping pile of pop culture references and copious footnotes. Every Monday and Thursday: https://workweek.com/brand/fintech-takes/

And for more exclusive insider content, don’t forget to check out my YouTube page.

Follow Alex: 

YouTube: https://www.youtube.com/channel/UCJgfH47QEwbQmkQlz1V9rQA/videos

LinkedIn: https://www.linkedin.com/in/alexhjohnson

Twitter: https://www.twitter.com/AlexH_Johnson

Follow Luke:

https://www.linkedin.com/in/luke-voiles/

Follow Ethan:

https://www.linkedin.com/in/ethansenturia/

Learn more about Pipe here.