Confido raises $9M for LegalTech embedded finance

The embedded finance market is projected to surge from $104.8 billion in 2024 to over $588 billion by 2030, with some estimates putting the 2026 transaction value in the U.S. alone at over $7 trillion. This growth is driven by software platforms in sectors like retail and healthcare embedding financial tools to improve customer experience and create new revenue streams. Vertical SaaS companies monetize payments through several models, including adding a margin to transaction processing fees or bundling payment services into tiered subscription plans. Another common strategy is a revenue-share agreement where the embedded payments provider shares a percentage of the processing revenue with the SaaS platform. These approaches increase customer retention by making payments an integral part of the software. Platforms like Shopify and Toast have successfully turned payments into a core revenue driver, demonstrating the power of integrating financial services. This strategy not only captures transaction revenue but also increases the overall value and stickiness of the platform for merchants. The trend highlights a shift where non-financial businesses are increasingly offering financial services. The B2B payments landscape is undergoing a major shift, with the U.S. market expected to reach $390 billion by 2031. Although digital adoption is growing, a significant portion of B2B payments are still made by check, presenting an opportunity for platforms that can automate and streamline these traditionally manual processes. Account-to-Account (A2A) payments are a key trend, projected to become an $850 billion market by 2026. AI is becoming critical in payments for real-time fraud detection and prevention, with AI-powered systems expected to reduce fraud losses by up to 20% by 2025. Deep learning algorithms analyze transaction patterns to identify risks and can significantly cut down on false positives. This allows platforms to enhance security without adding friction to the user experience. For sales leaders, navigating the long and complex enterprise sales cycle in fintech requires a deep understanding of the customer's internal buying process and key metrics like average contract value and sales cycle length. Building a specialized sales team with roles like Sales Development Representatives, Account Executives, and Customer Success Managers is crucial for scaling. Top negotiators focus on quantifying the value proposition and ROI for different stakeholders, moving the conversation away from price alone.