Embedded finance isn't a trend - it's a transformation. One that is changing how financial products are distributed, how capital flows, and how entire business models are built.
At Softloans, we see embedded revenue-based financing not just as a product innovation, but as a new infrastructure layer - one that allows e-commerce platforms, PSPs, and other digital ecosystems to unlock real, lasting value for the merchants they serve.
We didn’t arrive here overnight. But let me take a step back.
The path into embedded financing
I’ve spent over a decade in marketing, strategy, and user experience - always searching for the intersection between what’s valuable and what’s possible, what creates joy in individual lives and abundance in communities. When I joined Softloans, it was clear that this space - financing for small and medium sized businesses - was ripe for a new approach.We saw a gap: merchants with growth potential, yet locked out of traditional financing.
And a clear lever: platforms and PSPs that already understood these businesses and could deliver funding exactly when and where it was needed most.
That’s where Softloans stepped in - with embedded, revenue-based financing that lives inside the digital tools merchants already use.
No collateral.
No interest.
No fixed repayment terms.
Just capital, delivered in under 24 hours, repaid as revenue flows in.
We built our product from the ground up to be fast, fair, and flexible - and we built our model to integrate, not compete with platforms and traditional financing solution providers.
What we’re learning by staying close to merchants
As a team, we have spent hundreds of hours speaking directly with merchants - through one-on-one conversations, feedback sessions, and by attending events focused on small business growth and e-commerce.
And time and time again, we hear a common storyline that works as a vicious cycle:
Many small merchants know what steps to take to grow. They’re smart, agile, and resourceful. They have the strategy - and the drive - but often lack just one thing: access to the capital that would allow them to act.
On the other hand, many of them have experienced too many rejections when applying for financing with traditional lenders or have never even tried to get financing as they are convinced they would not qualify.
This gap between ambition and action is where embedded financing becomes a true unlock.
It’s not just about providing access to money - it’s about enabling momentum.
Why platforms hold the key
We believe platforms have a unique superpower: they already understand their merchants better than any bank can. They see transactions, trends, inventory cycles. They know when a business is ready to scale - sometimes even before the business owner does.At Softloans, we offer Revenue-Based Financing as a Service - allowing platforms to launch their own embedded capital solution quickly, without the cost or risk of building from scratch. It’s seamless, fast to integrate, and customizable to merchant needs.
What’s next: capital, AI, and collaboration
We’re entering a new phase in embedded finance - and we believe embedded capital will be the next growth engine. The demand is here. The infrastructure exists. With the right partnerships, this model scales beautifully and reaches all the small and medium sized businesses looking to grow.
But there’s another shift underway: AI.
At Softloans, we’re a tech business so without a doubt we are experimenting with AI in all spheres of our service. underwriting, decisioning, and operational workflows. It’s early - and we’re clear-eyed about the risks. But we also see the potential. AI is not here to replace human understanding (not yet), but to enhance it - especially in analyzing revenue trends, risk factors, and merchant potential in real time.
Still, we believe technology alone isn’t enough.
The future of embedded lending will be built by partnerships - between fintechs and platforms, between technology and human insight, between capital and community.
Let’s build it - together
At Softloans, we’re proud of the product we’ve built and the partners we’ve already launched with. But more than that, we’re proud of the philosophy we’re building around:
- That capital should be accessible, not intimidating.
- That growth should be shared.
- That fintech should serve, not just scale.
If you’re a platform or partner that believes the same - we’d love to talk. If you are a merchant looking to grow - we'd love to help.
Let’s make financing work for the businesses that need it most.