Introduction
Embedded financial services are transforming Vertical SaaS, allowing developers to integrate payments, lending, and banking directly into applications. This shift reduces friction for users, unlocks new revenue streams, and keeps financial interactions inside the platform - a game-changer for SaaS providers.
In this article, we’ll cover:
What embedded financial services are and why they matter
Real-world case studies of Vertical SaaS implementations
API strategies for embedding payments in niche industries
A hands-on GitHub project using Rapyd’s API to integrate payments into a travel agency web app
Let’s dive in.
What Are Embedded Financial Services?
Embedded financial services refer to integrating payments, lending, banking, and insurance directly within a software platform. Instead of users relying on external financial institutions, SaaS platforms own the financial experience - improving user retention and creating new monetization opportunities.
Key Examples
Embedded Payments: Accept transactions within the platform.
Lending & Financing: Offer loans to users based on transaction history.
Insurance: Provide in-app coverage for specific user needs.
Digital Wallets: Allow users to store and send money natively.
For developers, the challenge is seamless integration - leveraging APIs to connect financial services while ensuring security, compliance, and scalability.
Case Studies: How Vertical SaaS Embeds Financial Services
1. Payments & Lending in E-Commerce Platforms
A cloud-based e-commerce platform integrated embedded payments and merchant financing, allowing businesses to process transactions without third-party providers. The platform later expanded into business loans, using sales data to assess loan eligibility.
Impact for Developers:
- Built-in payments eliminated reliance on external payment gateways.
- API-driven underwriting enabled automated financing decisions.
- Increased developer control over checkout flows and user experience.
2. Subscription Billing for Service-Based SaaS
A SaaS company serving health and wellness businesses embedded recurring billing and payments, allowing gyms, studios, and therapists to automate payments and manage memberships seamlessly.
Impact for Developers:
- Integrated payments reduced churn by keeping transactions inside the platform.
- API-driven automation replaced manual billing processes.
- Improved reporting capabilities for tracking revenue and subscriptions.
3. Payments & Payroll for Industry-Specific SaaS
A restaurant technology platform embedded payment processing, payroll, and financial reporting to streamline operations for businesses in the hospitality industry.
Impact for Developers:
- Developers implemented an API-first approach for real-time financial transactions.
- Reduced operational complexity by embedding financial management tools.
- Enabled multi-party payments, distributing funds to vendors, employees, and partners.
These examples highlight why embedded finance is the next frontier for SaaS—it increases platform value and revenue by keeping financial transactions inside the ecosystem.
API Strategies for Embedding Financial Services
1. Choosing the Right API Provider
When embedding financial services, pick an API provider that offers:
Comprehensive Documentation – Clear API references, code samples, and tutorials.
Multi-Currency Support – For global transactions.
Compliance & Security – PCI DSS, PSD2, and local financial regulations.
Example Providers:
- Rapyd (Global payments, wallets, and payouts)
- Stripe (Payments and financial automation)
- Plaid (Banking API for financial data)
2. Implementing Embedded Payments with APIs
Let’s say we’re integrating Rapyd’s API into a travel booking platform to accept payments.
Step 1: API Authentication
First, securely authenticate API requests using HMAC signature authentication:
import hmac
import hashlib
import base64
secret_key = "your_secret_key"
message = "data_to_sign"
signature = base64.b64encode(
hmac.new(secret_key.encode(), message.encode(), hashlib.sha256).digest()
).decode()
headers = {
"Authorization": f"Bearer {signature}",
"Content-Type": "application/json",
}
Step 2: Creating a Payment Checkout Page
Send a request to the Rapyd API to generate a checkout page:
import requests
url = "https://sandboxapi.rapyd.net/v1/checkout"
payload = {
"amount": 100,
"currency": "USD",
"complete_checkout_url": "https://yourwebsite.com/success",
"cancel_checkout_url": "https://yourwebsite.com/cancel",
"payment_method_types_include": ["card"]
}
response = requests.post(url, json=payload, headers=headers)
print(response.json())
Step 3: Handling Webhooks for Payment Confirmation
Use webhooks to listen for successful transactions:
from flask import Flask, request
app = Flask(__name__)
@app.route("/webhook", methods=["POST"])
def webhook():
data = request.json
if data["event"] == "PAYMENT_COMPLETED":
print("Payment received:", data["data"])
return "", 200
if __name__ == "__main__":
app.run(port=5000)
Best Practices:
- Avoid storing API keys in code – Use environment variables.
- Validate webhook requests to prevent spoofing.
- Ensure compliance with local financial regulations.
Practical Example: Building a Travel Agency Web App with Rapyd
To showcase how embedded finance works, we’ve built a travel booking web app that integrates Rapyd’s payment gateway using Python (Flask) and React.
Tech Stack
Backend: Python, Flask
Frontend: React
Payments: Rapyd API
Features
Secure Payments – Accept cards, bank transfers, and digital wallets.
Booking System – Users can book flights, hotels, and activities.
API-Driven Architecture – The backend communicates with Rapyd’s payment APIs.
Quick Setup Guide
Clone the repo and run the app locally:
git clone https://github.com/your-repo/travel-agency-rapyd.git
cd travel-agency-rapyd
pip install -r requirements.txt
npm install && npm start
Run Flask Backend:
python app.py
Start React Frontend:
npm start
Now, you can test payments directly in the app!
Conclusion
Embedded financial services are redefining Vertical SaaS—allowing businesses to own financial transactions and increase platform revenue. Developers play a key role in this transformation by leveraging financial APIs like Rapyd to integrate payments, lending, and banking into their SaaS applications.
Next Steps:
Explore the GitHub project and integrate Rapyd’s API into your own application.
Test the API calls and webhooks using the sandbox environment.
Think about how embedded finance could enhance your own SaaS product.
What’s your next embedded finance project? Let’s discuss in the comments!