Is this a turning point for B2B SaaS in 2024?

So, you’ve heard about our latest SaaS research white paper and want to find out what we’ve discovered.  

You’re in the right place! 

Download your copy straight-away or keep scrolling for a taster of the key findings.


(If you have any issues downloading the white paper, click here.)

SaaS has been hugely successful at adoption by businesses large and small in the past decade. But now, for the first time ever, B2B SaaS is under serious revenue pressure – with churn or downgrades on the increase. B2B SaaS payments are firmly on the agenda, as you can see.

Anecdotally, we can see this shaking out in the layoffs and hiring freezes that are at large in the industry. And statistically, the state of SaaS can be seen in the SaaS Capital Index™, which shows that revenue growth rates have slowed for all sizes of public SaaS companies.

After several years of early adopters experimenting with embedded finance, testing its boundaries, and demonstrating its value, our research indicates that embedded finance is poised to enter the majority of product pipelines in B2B SaaS. According to our reserach, this year will see huge adoption in B2B SaaS payments.


(There’s more on this in the guide, but we’re guessing you want to get right to the stats? Right this way please.)

Key findings from our research

Embedded finance is on the very-near horizon for most B2B SaaS platforms

It could be a revenue-tight future, and while embedded finance is in its nascency at the moment, it could be growing up just in time. 

The intention to embed is very high among B2B product managers, who are making a clear revenue-focused bets on this new technology alongside other emerging technologies, such as AI.

We can see that this decision points to product managers, much like yourself, placing embedded finance firmly on roadmaps already when it comes to B2B SaaS payments. And, as we share in the white paper, the current base of adoption is quite low. 

The key question is ‘why?’ One reason is for a clear competitive advantage. In fact, 55% of product managers believe that embedded finance will edge their product ahead of their rivals. The rest you can read, in-depth, in the full research white paper.

So you’ve reviewed the statistics and key highlights of the findings and want to delve deeper into why embedded finance has become a higher priority for UK B2B SaaS platforms. You can download the full story right here:


The path towards profitability for UK B2B SaaS platforms can be accelerated by embedded finance… and it looks like it’s a path most product managers are planning to take. After several years of early adopters experimenting with embedded finance, testing its boundaries, and demonstrating its value, our research indicates that embedded finance is poised to enter the majority of product pipelines in B2B SaaS.

Why embedded finance has changed

“New approaches to embedded finance are now coming to the market. The compliance burden, while fully acknowledged, is now less of a barrier for SaaS businesses…

The earliest examples of B2B digital businesses using embedded finance (beyond payment acceptance, with services that require on- boarding) were marketplaces that needed payments infrastructure that was more complex than just accepting e-payments.

Fintechs simply accepted this [compliance burden] development as part of the cost of being in the business they wanted to be but, for SaaS businesses, the barrier to adoption of embedded finance got progressively higher, taking it beyond their appetite.

New approaches to embedded finance are now coming to the market to address this barrier. With these more mature, more comprehensive embedded finance solutions, the compliance burden, while fully acknowledged, is now less of a barrier for SaaS businesses. The next generation providers of embedded finance solutions already largely cater for it.”

Alex Mifsud, Co-founder and CEO, Weavr.

74% of B2B SaaS product managers have embedded finance on their roadmap.

72% plan to include own-branded debit cards.

The overwhelming majority of B2B SaaS product managers are prioritising embedded finance. Nearly three-quarters have integrated payment wallets into their strategic plans, with 72% also eyeing the addition of own-branded debit cards.

This significant adoption rate underscores the industry’s shift towards embedding financial services to enhance platform capabilities and meet evolving customer demands.


Survey methodology

If you’re wondering, we surveyed 250 product managers in the UK working in B2B SaaS companies, across these roles:

  • Chief Product Officers
  • Head of Product
  • Senior Product Managers
  • Mid and Junior Product Managers
  • Product Owners

Download the white paper