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Tony Caudill's lessons from two vertical SaaS companies and an acquisition
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Tony Caudill shares insights from building a church membership engagement app and an all-in-one financial management platform for youth sports clubs, emphasizing how to choose the right payments provider, create a winning merchant experience, and drive adoption.
- How integrated payments helped Tony's first SaaS business get acquired
- Four different approaches to payments and which one drives the most value for vertical SaaS companies and their customers
- Why simply adding payments to a SaaS platform isn't enough -- and the essential strategy shift that actually drives revenue
- The hidden costs of picking the wrong payments provider and how to avoid an expensive, years-long mistake
- What's missing from the "if you build it, they will come" approach and how to get customers excited about payments
The Payments Strategy Show is brought to you by Vertex and Rainforest.
Vertex: The Vertical Software Conference
September 9th, 2025 in San Francisco, CA
https://www.vertexconference.com/
Rainforest is the embedded payments purpose-built for vertical SaaS.
Grow revenue with the only payfac-as-a-service provider optimized to help you drive more payments volume at higher margins, without risk or compliance headaches.
Learn more: https://rainforestpay.com
Connect with us on LinkedIn: https://linkedin.com/company/rainforestpay
Chapters
1. Vertical SaaS and Payments Strategy (00:00:00)
2. Developing a Comprehensive Payment Strategy (00:09:38)
3. Streamlining SaaS Platform Payments Integration (00:12:59)
4. Finding Your Payment Sherpa (00:26:48)
22 episodes
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