Roxanne Jones: Most startups find it very hard and have struggled to tackle the SMB market. Why do you think that is? She says there was a generational shift where people started trusting the internet more. If I were to start a new company today focused on SMB, she would probably be picking a specific small business vertical.
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.
Learn more about YC and apply for funding here: https://www.ycombinator.com/apply/