Asset provides embedded accounting solutions specifically designed for platforms serving small and medium-sized businesses (SMBs). The service offers managed and self-serve bookkeeping, along with financial agent capabilities to automate insights from transaction data. By integrating these tools, platforms can offer essential financial management features to their SMB customers, driving adoption and revenue.
Funding
Funding not disclosed
Founders
Product
Problem
Vertical SaaS and fintech platforms that serve small‑business customers often lack an integrated accounting layer, forcing users to maintain separate bookkeeping tools or export data to external services. This fragmentation increases implementation complexity, reduces product stickiness, and limits the platform’s ability to generate recurring revenue from financial services.
Solution
Asset delivers an API‑first, modular accounting platform that can be embedded directly into a SaaS product or offered as a white‑label web application. The solution provides a full general ledger, transaction categorization, and optional bookkeeping services, enabling the host platform to become the single source of truth for its SMB customers’ finances. Developers can expose only the components they need via RESTful APIs, while pre‑built connectors to services such as Plaid, Stripe, payroll, and commerce APIs accelerate data ingestion. The platform supports both a fast‑track hosted deployment (ready in 1‑2 days) and a deeper in‑app integration (typically 2‑4 weeks for an MVP). Security is enforced through TLS 1.3, AES‑256 at rest, and a zero‑trust architecture, with SOC 2 Type II certification in progress. Data ownership remains with the platform and its customers, with full export capabilities via API or CSV.
Target Audience
The primary customers are vertical SaaS and fintech platforms that serve SMBs (typically 1‑15 employees) across sectors such as home and field services, restaurants, and health & wellness, and that seek to embed accounting functionality to increase product stickiness and revenue.
Features
- API‑first general ledger and modular categorization engine, allowing selective exposure of accounting functions
- Two integration pathways: a white‑label hosted web app for rapid launch and embedded APIs for native in‑product experiences
- Pre‑built data ingestion connectors to Plaid, Stripe, payroll, and commerce platforms, plus webhook support for custom feeds
- Optional North‑America‑based full‑service bookkeeping that can be white‑labeled or combined with the platform’s own team
- Bank‑grade encryption (TLS 1.3 in transit, AES‑256 at rest) and zero‑trust architecture; SOC 2 Type II audit underway
- Multi‑tenant SaaS deployment with optional single‑tenant instances for enterprise isolation
- AI‑ready data layer enabling downstream financial agents, co‑pilots, and automation built on clean, structured ledger data
- Comprehensive enablement package including go‑to‑market guidance, sales collateral, and dedicated solutions architect support