Fintech Takes x Pipe presents Vertical SaaS: Fintech Disruption by a Thousand Cuts Episode 3: Fintech Strategy

Oct 6, 2025

Ethan Senturia, President of Housecall Pro and a former Chief Fintech Officer, shares insights on the evolution of embedded finance in vertical SaaS. He emphasizes the importance of understanding customer segmentation beyond industry and company size. Ethan reveals how payments serve as a crucial entry point for building trust, paving the way for more complex financial features. He also discusses leveraging first-party data to enhance product offerings and anticipates how AI could revolutionize the fintech landscape for home service pros.

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INSIGHT

Platform As Complete Operating System

Housecall Pro built a full business and financial operating system for home-service professionals.
They moved from core job workflows into fintech to manage payments, cash, and back-office needs.

ANECDOTE

Field Work Illuminates Simplicity Needs

Luke recounted working as an electrician's helper in Texas doing manual tasks in 140° attics.
That story highlights why pros value simple tools that save time and reduce on-the-job complexity.

ADVICE

Segment And Modularize Your Product

Segment by both industry and company size, then layer persona differences on top.
Configure modular offerings so customers unlock features as they grow or as the platform assesses readiness.

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Welcome back to our new miniseries Vertical SaaS: Fintech Disruption by a Thousand Cuts, sponsored by our friends at Pipe.

In episode 3, we dig even deeper into the fintech strategy behind embedded finance within vertical SaaS (platforms that are the IDEAL distribution channel for B2B financial products).

But how does the process of embedding financial products within vertical SaaS platforms actually work?

How should these platforms define their fintech strategy, sequence their roadmap, and be prepared for…what risks and challenges?

Hosts Alex Johnson and Luke Voiles (CEO of Pipe) sit down with Ethan Senturia, President of Housecall Pro (and former Chief Fintech Officer) — the perfect person to answer these questions.

Housecall Pro began with the essentials (pricing, scheduling, dispatch, invoicing) and grew into a full operating system for professionals across trades like HVAC, plumbing, electrical, cleaning, and more.

Along the way, Ethan discovered that segmentation isn’t just about industry or company size; it’s about persona. As he learned on day one: “There is no such thing as a pro.”

A roofer, a cleaner, and a 20-person plumbing shop each need different workflows, pricing logic, and financial tools. The fintech roadmap at Housecall Pro was built around one mantra: all money in, all money out.

Threaded throughout: the gritty reality of 140° attics, wasp nests in walls, and pros spending 80% of their day “under the sink” but 80% of their worry on spreadsheets.

This episode is a front-row seat to what fintech strategy really looks like when it’s built for the people doing the work. Don’t miss out — and subscribe to catch future episodes.

Thanks for listening!

This episode was brought to you by Pipe. Pipe helps vertical SaaS platforms unlock fast, flexible capital, right inside their product. Learn more at pipe.com/fintechtakes.

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