Why B2B embedded finance belongs in your go-to-market approach

Too often, a sale stalls at the last mile because financing processes are slow, complex, or disconnected from the buying journey. That friction translates into delayed cycles and lost revenue.

This is where B2B embedded finance comes in—helping you turn clunky processes into frictionless, fast, and often invisible financial experiences. In plain English: it makes buying and lending easier and way less painful.

If you’re a retailer, lender, or OEM, understanding the role embedded finance can play in your go-to-market (GTM) approach could unlock new revenue streams and make your clients’ lives a lot simpler. Let’s break it down.

What is embedded finance?

At its core, embedded finance means integrating financial products directly into a business's existing software or sales workflow, so customers never have to leave your ecosystem.

Instead of redirecting them to a third-party provider—like a bank or separate lending platform—the financial service they need is available right where the transaction happens. 

The end goal? No clunky redirects, no endless paperwork, and fewer lost sales.

Looking specifically at embedded lending, it’s about offering financing options within the natural flow of a purchase.

Let's say you're a machinery provider, selling $200K worth of equipment to a customer. Instead of sending them to a bank website or making them organise their own finance, you can offer instant equipment financing in your online quote tool—and keep the entire experience in one place.

Customers stay in flow, decisions happen faster, and your GTM motion speeds up without adding pressure on your sales team.

How B2B embedded lending works

Embedded lending is a coordinated play between 3 key players, all working together to make financing seamless for your customers:

• The business embedding finance (you): As the owner of the customer relationship, your goal is to make the buying experience feel smooth and trustworthy. By offering customers finance options exactly when and where they need them, you're more likely to turn a ‘maybe later’ into a closed deal.
• The lender: This is the financial institution supplying the funds. They handle credit checks, approvals, and disbursing the money—but thanks to embedded finance, they remain invisible to your customer, keeping the journey completely in your hands.
• The tech enabler: This is where Valiant works with you. We orchestrate multi-lender, AI powered finance directly into your GTM flow, turning finance from a barrier into a growth lever.

The benefits of embedded finance for your GTM strategy

Integrating embedded finance isn’t just a technology upgrade; it’s a strategic lever to boost acquisition, conversion, and retention. Here’s what it can do for your GTM strategy:

Remove friction

Fewer hoops to jump through means fewer lost sales. By offering finance upfront, you reduce lost momentum and cut out redirects, repetitive data entry, and confusing processes that cause customers to drop off.

Boost sales

When financing is instantly available, customers are more likely to commit. Not only that, but you widen your addressable market, as buyers who might otherwise walk away suddenly see your product as attainable.

This is especially powerful for high-ticket B2B purchases, where costs are spread over time and become a lot more manageable.

Stay ahead of your competition

If your competitors are still sending buyers to an external bank portal, you’re ahead. When a client's hesitant to go with them and starts looking elsewhere, your built-in finance might just win the deal for you.

Build customer loyalty

Painless buying experiences stick in people’s minds. When you make it easy to buy now and pay later, people remember.

Not only are they far more likely to return for their next purchase, but they might even take up upsell opportunities and spread the word through referrals.

Who can benefit from embedded lending?

• Retailers - By offering fast, frictionless finance right at the point of need, retailers can unlock more sales, deliver better buyer experiences, and cut down on admin burden.
• Lenders - Embedded finance allows lenders to increase finance penetration by placing their products into the sales workflows where businesses already operate. This means more loans, in more places, with less friction.
• Original equipment manufacturers (OEMs) - Offering financing options for high-ticket equipment at the point of sale helps OEMs win more deals, shorten sales cycles, and make their products accessible to more buyers.

How Valiant's embedded finance solution works

Valiant's framework flexes with your business model, customer journey, and tech stack.

With four delivery options available, you have complete control over how finance is offered as part of your GTM play:

• Portal: A fully white-labeled finance experience, ideal for businesses looking to offer embedded finance without building from scratch. Our hosted portal handles everything from finance discovery to settlement and is fully customisable with your branding and messaging.
• Application: Modular, single-page apps for targeted use cases, with streamlined UX built for your goals. Pick and choose the finance modules you need, then add them into your existing workflows to easily and quickly fill in gaps and deliver targeted value.
• Embeds: Smart finance widgets that fit your branding and existing tech. Our embeddable components slot straight into your front end, giving you the flexibility to drop them into quoting tools, product pages, or sales portals—wherever they’ll drive the biggest impact.
• API: Secure, scalable, and fully documented, these developer-first endpoints give you full-stack control. Our robust APIs let you integrate commercial finance logic into your platform or sales tools, supporting multi-lender, multi-product infrastructure from the ground up.

If you’re rethinking how finance fits into your GTM strategy, we’d be glad to explore where embedded finance could create measurable lift in your channel. Let’s set up a conversation.