Are You Leaving the Customer Relationship Behind?

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It wouldn't have been an easy decision. You were directly acquiring these SMEs as your customers and offering payroll and then HR. And if you had to use the counter view to this, which is embedded it's financials a little bit like you're giving up the customer relationship through the partner. So that's why we did it and it wasn't an easy decision, but I think it's the right one.

Gusto (YC W12) provides growing businesses with everything to take care of their team. Today, more than 200,000 businesses use Gusto for payroll, employee benefits, talent management, and more. And with the recent addition of Gusto Embedded, developers now use Gusto’s APIs and pre-build UI flows to embed payroll, tax filing, and payments infrastructure into products.

YC’s Anu Hariharan sat down with Gusto co-founder and CPO Tomer London to talk about building for new customer segments and the future of embedded finance — sharing advice for startup founders and CEOs along the way.

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