Ethan Senturia

President of Housecall Pro and former Chief Fintech Officer with deep experience building embedded financial products and roadmaps for home services vertical SaaS platforms.

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Oct 6, 2025 • 58min

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

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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