Although every company is becoming a fintech now, Wix didn’t set out to do so – the firm’s entry into financial services started from observing what millions of small business owners actually needed when building their online presence.

For Amit Sagiv and Volodymyr Tsukur, co-heads of payments at Wix, the path to serving these SMB customers well was paved through financial products: Wix had to take the payment infrastructure it had built for itself and transform it into tools that could help merchants manage their businesses.

The foundation was already there. Wix had developed sophisticated billing systems to support its freemium model, accumulating deep expertise in payment routing, risk management, and global processing. "We built tremendous payment capabilities," Sagiv explained. "The billing manager of Wix wanted to take that offering and build a service for our users."

What started as a small project evolved into a comprehensive financial platform serving businesses across the globe. The company now processes over $3 billion per quarter with a team of 160 people, covering payments, checking accounts, and capital lending.

Listen to the podcast to hear how a chance collaboration between Wix's billing team and gateway developers turned into a fintech operation processing billions quarterly.

Sagiv and Tsukur discuss why they deliberately avoided becoming a full-fledged bank, and how website data reveals creditworthiness before transaction history does. It’s a conversation that dives deep into what it means to be serving SMB customers digitally and how firms can do embedded finance right.