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Awesome write up, Luke! Fully agree with the value of embedded partnerships, and insurance is a great case study. We've seen embedded payments emerge as critical functionality for Vsaas, and at Hurdlr we're seeing that open the door for deeper embedded accounting functionality. VSaas misses out on potential revenue and adds friction by forcing user to go to another provider (usually QBO) to manage their finances. To be an all-in-one solution for a vertical, embedded finance and financial management are gonna be table stakes for VSaas looking to be the category leader.

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