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.
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.
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.
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:
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.