SMB Tech Innovators, powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API

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Oct 2025

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This podcast features in-depth conversations with top business leaders, including technical leaders and developers, product managers, and C-level executives who are looking for new ways to grow profitability. This podcast is for the fintech community, the vertical SaaS leaders, and anyone trying to build tools that SMBs need. Listeners will gain valuable insights from high-level industry leaders. Tune in for discussions focused on what it means to be a leader, real-world examples of challenges faced, and industry-specific strategies leveraged to create exceptional business outcomes.

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56 recent

October 7, 202523 min

Expanding access to financial tools that simplify critical business operations with Andrew Kanzer

In a world where small businesses juggle countless responsibilities, how can technology simplify their financial operations instead of adding to the complexity? On this episode, Andrew Kanzer , Managing Director of Xero , North America, discusses building adaptable solutions for small businesses, the role of AI in accounting and the future of integrated financial tools. Key Takeaways: 00:00 Introduction. 03:21 Open ecosystems provide flexibility for small businesses to customize workflows. 07:32 AI works best when it enhances professional expertise rather than replacing it. 08:36 Strategic partnerships expand capabilities and accelerate innovation. 11:29 Automation allows accountants to focus more on advice and strategy. 12:27 Technology improves collaboration between accountants and their clients. 14:14 Entering new markets requires thoughtful go-to-market strategies. 15:34 Human connection remains a competitive edge in financial services. 17:48 Lending continues to be a critical tool for small business resilience. 20:52 Career success comes from solving real problems and driving micro-innovation. Resources Mentioned: Andrew Kanzer https://www.linkedin.com/in/akanzer Xero | LinkedIn https://www.linkedin.com/company/xero Xero | Website https://www.xero.com/ Gusto https://gusto.com/ Melio https://meliopayments.com/ OpenAI https://openai.com/ Reddit post https://www.reddit.com/r/xero/comments/1nc0jk5/so_happy_i_moved_to_xero_from_qbo Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

April 22, 202533 min

Helping entrepreneurs conquer fear and launch with confidence with Ross Buhrdorf

Empowering small business owners means more than just offering tools — it means removing friction, saving time and building real emotional trust. On this episode, Ross Buhrdorf , CEO and Co-Founder of ZenBusiness , discusses how his team is reshaping the entrepreneurship journey with AI-driven services, embedded fintech, and a powerful customer support model that puts people first. Key Takeaways: (05:12) Deep access to user data enables tailored business insights and recommendations. (07:40) A unified data infrastructure ensures seamless collaboration across teams and customer interfaces. (09:47) AI-powered features simplify complex business actions into one-click solutions. (14:16) Formation and compliance services provide the foundation for small business growth. (17:35) Partnerships are built on trust, shared values, and strong technical compatibility. (21:16) AI monitors user activity to recommend relevant tools and services at the right time. (25:04) Customer support is prioritized internally to deliver exceptional service externally. (31:48) Internal fear is often the greatest obstacle to launching a successful business. Resources Mentioned: Ross Buhrdorf https://www.linkedin.com/in/rossbuhrdorf/ ZenBusiness | LinkedIn https://www.linkedin.com/company/zenbusiness-pbc/ ZenBusiness | Website https://www.zenbusiness.com/ 1-800Accountant https://1800accountant.com/ Next Insurance https://www.nextinsurance.com/ Intuit QuickBooks https://quickbooks.intuit.com/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

April 8, 202532 min

Unlocking growth in vertical SaaS and integrated payments with Eric Remer

The SaaS landscape is in constant and rapid flux, with verticalization becoming a key strategy for success. But what does it take to build a scalable, industry-specific platform that truly meets the needs of SMBs? Eric Remer , CEO of EverCommerce , shares his entrepreneurial journey and reveals how he built a multi-billion-dollar company by focusing on tailored software solutions for service-based small businesses. Key Takeaways: (03:46) Businesses that focus on micro-verticals can provide more tailored solutions and drive greater customer engagement. (06:39) Integrating core functionalities such as invoicing, payments and scheduling improves efficiency for small businesses. (09:51) Industry-specific SaaS products enhance customer retention by aligning with a business’s day-to-day workflows. (13:07) Strategic acquisitions can expand product offerings, fill technology gaps and accelerate growth in new verticals. (15:31) Choosing between venture capital and private equity depends on long-term business objectives and risk tolerance. (18:26) Overvaluing a company in early funding rounds can limit future fundraising options and hinder long-term scalability. (22:04) Product-led growth enables businesses to scale efficiently by allowing users to onboard with minimal friction. (28:10) Advanced software tools can make small businesses appear as operationally strong as larger competitors. (28:47) Entrepreneurs can find inspiration in real-world stories of business owners who have overcome challenges and scaled successfully. Resources Mentioned: Eric Remer https://www.linkedin.com/in/eric-remer/ EverCommerce | LinkedIn https://www.linkedin.com/company/evercommerce/ EverCommerce | Website https://evercommerce.com/ Business Underdog Podcast https://www.businessunderdog.com/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

March 25, 202527 min

The challenges of managing a distributed workforce and how to overcome them with Cody Rogers

The landscape of global work is evolving, and businesses are adapting to new challenges in workforce management, productivity, and compliance. On this episode, Cody Rogers , Chief Product Officer of Hubstaff , discusses the intersection of time tracking, workforce analytics and management, along with the trends shaping remote work and global hiring. Key Takeaways: (03:52) The importance of combining time tracking, workforce analytics and management. (06:53) How global hiring is changing business operations and talent acquisition. (11:13) Compliance challenges businesses face when managing a distributed workforce. (13:45) Balancing flexibility and simplicity helps users get control without overwhelming complexity. (16:24) Building features in-house vs. integrating with existing tools. (19:28) How product integrations improve customer retention and user experience. (21:59) Key factors in making product development and partnership decisions. (23:58) Lessons from launching a SaaS tool focused on reducing customer churn. (25:13) Essential skills for product managers, including communication and ownership. Resources Mentioned: Cody Rogers - https://www.linkedin.com/in/codyrogers/ Hubstaff LinkedIn - https://www.linkedin.com/company/hubstaff/ Hubstaff Website - https://hubstaff.com/ Gusto - https://gusto.com/ Deel - https://www.deel.com/ Wise - https://wise.com/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ . Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

March 11, 202530 min

Bringing cash flow clarity to SMBs with Relay’s Yoseph West

Small business owners wake up each day focused on two things: their Instagram and their bank account. But what if banking could do more than just show a balance? On this episode, Yoseph West , Co-Founder and CEO of Relay , discusses how banking designed for small businesses can drive cash flow confidence and financial clarity. Key Takeaways: (03:43) Small businesses struggle with financial visibility. (06:52) Relay differentiates itself from traditional business banks. (09:07) Preventing check fraud with authorization controls. (10:53) Small businesses still compare digital banks to traditional ones. (14:41) Attracting new customers and driving organic growth. (18:55) Three key factors matter when choosing fintech partners. (24:17) Small businesses demand more from their financial institutions. (28:19) Building deep relationships with customers is essential for success. Resources Mentioned: Yoseph West - https://www.linkedin.com/in/yosephwest/ Relay LinkedIn - https://www.linkedin.com/company/bankwithrelay/ Relay Website - https://www.relayfi.com/ Coalition for Financial Ecosystem Standards - https://www.businesswire.com/news/home/20241001547800/en/Coalition-for-Financial-Ecosystem-Standards-CFES-Launches-to-Develop-Industry-Standards-for-Nonbanks-Participating-in-Financial-Services Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ . Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

February 4, 202533 min

Empowering SMBs to thrive in a digital-first world with Irana Wasti

Balancing strategic decisions with customer-centric innovation requires a deep understanding of your audience and a clear vision for impactful solutions. On this episode, Irana Wasti , Former Chief Product Officer of BILL and experienced board advisor, shares her expertise on serving small- and medium-sized businesses, driving strategic growth and navigating diverse career paths in the tech industry. Key Takeaways: (03:16) Leading GoDaddy’s EMEA region taught Irana the value of adapting strategies to cultural and regional contexts. (07:55) SMBs face inefficiencies with seven or more tech tools, highlighting the need for integrated solutions. (11:01) Proper experimentation enables rapid feedback, driving innovation and informed decision-making. (14:01) GoDaddy’s bundling experiments revealed that quick wins, like instant email setup, enhance customer engagement. (18:07) BILL’s acquisition of Divvy unified spend management and improved cash-flow insights through cohesive data. (24:12) The use of AI is shifting from enhancing features to solving SMBs’ core challenges, such as automating workflows. (27:27) Diversity means recognizing unique challenges, like balancing dual careers and parenting, to foster support. (29:56) Without female managers, Irana thrived through mentorship. She urges others to innovate despite representation gaps. (31:16) Irana now focuses on advisory roles and cherishes time with her family. Resources Mentioned: Irana Wasti - https://www.linkedin.com/in/iranawasti/ BILL | LinkedIn - https://www.linkedin.com/company/bill/ BILL | Website - https://www.bill.com GoDaddy - https://www.godaddy.com/ Microsoft - https://www.microsoft.com/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

January 21, 202532 min

Bridging local and global payment needs for SMBs with Marwan Forzley

Simplifying global payments has never been more critical. Marwan Forzley , Founder and CEO of Veem , shares his expertise in creating seamless payment solutions for businesses, focusing on flexibility, transparency and innovation. Marwan highlights how Veem bridges the gap between complex global payment systems and user-friendly interfaces for businesses of all sizes. Key Takeaways: (03:07) Effective payment systems blend workflows, payment methods and compliance. (08:10) Users can customize payments by choosing how to send or receive money, enabling greater flexibility and efficiency. (11:48) Veem adapts its interface to each country’s regulatory needs. (17:26) Veem offers partners compliance and implementation guidance for smooth integration and reliable performance. (20:51) Businesses now expect real-time payments with the immediacy of email or messaging. (22:21) Blockchain and crypto are set to become key payment methods. (25:36) Real-time payments attract fraud, requiring strong risk management and secure backend systems. (28:04) Business payments lag behind consumer payments in innovation. Resources Mentioned: Marwan Forzley - https://www.linkedin.com/in/marwanforzley/ Veem LinkedIn - https://www.linkedin.com/company/veem/ Veem | Website - https://www.veem.com/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ . Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #tSmallBusiness

January 10, 202533 min

Simplifying compliance through UX innovation with Amy Thibodeau

Design can transform the complex world of compliance into a seamless experience for small businesses. Amy Thibodeau , Chief Design Officer and Head of Core Experiences at Gusto , discusses designing intuitive, compliant experiences for small businesses. Drawing from her career at Facebook, Shopify and Gusto, Amy shares insights into balancing compliance with user-friendliness. Key Takeaways: (04:50) Compliance requires small businesses to follow regulatory rules, often assumed to be fully managed by their software. (10:26) Regulatory changes highlight the challenge of staying current with shifting compliance requirements. (14:06) Compliance design can guide users, preserving choice and enabling flexibility and trust for small businesses. (17:14) Collecting accurate data at the right time is critical to avoid costly penalties. (22:19) Simplifying jargon helps SMBs understand compliance without feeling overwhelmed. (25:08) Continuous updates in compliance workflows fosters trust and alleviates user anxiety. (28:19) Generative AI has the potential to synthesize vast regulatory datasets, offering SMBs personalized and actionable compliance guidance. Resources Mentioned: Amy Thibodeau - https://www.linkedin.com/in/amythibodeau/ Gusto LinkedIn - https://www.linkedin.com/company/gustohq/ Gusto | Website - https://gusto.com/ Beneficial Ownership Filing Guide - https://boiefiling.fincen.gov/resources/BOIR_Filing_Instructions.pdf California Harassment Training Resources - https://www.paradigmiq.com/training/sexual-harassment/?utm_campaignid=21124546524&utm_adgroupid=161218862861&utm_targetid=kwd-412771095553&utm_loc_interest_ms=21137&utm_loc_physical_ms=9061346&utm_matchtype=b&utm_network=g&utm_device=c&utm_devicemodel=&gclid=CjwKCAiA6t-6BhA3EiwAltRFGEkdxNc77MwQPnLSw27yzfqw7jZlpgkMJhmnAecZKZZSfruMMGPp4BoCUiYQAvD_BwE&utm_creative=705134143406&utm_keyword=sexual%20harassment%20training%20los%20angeles&utm_placement=&utm_target=&utm_adposition=&utm_term=sexual%20harassment%20training%20los%20angeles&utm_campaign=DEI+Strategy+-+Search+Campaign&utm_source=adwords&utm_medium=ppc&hsa_acc=6040429001&hsa_cam=21124546524&hsa_grp=161218862861&hsa_ad=705134143406&hsa_src=g&hsa_tgt=kwd-412771095553&hsa_kw=sexual%20harassment%20training%20los%20angeles&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gad_source=1 Gusto’s Learning Management System (LMS) - https://moodle.gusto-education.com/admin/tool/dataprivacy/summary.php Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ . Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

December 19, 202431 min

Modernizing employment data infrastructure to unlock innovation with Jeremy Zhang

On this episode, Jeremy Zhang , Co-Founder and CEO at Finch , discusses the challenges of fragmented employment systems and how Finch is creating solutions through unified APIs. With insights on industry innovation, compliance and new-age benefits, Jeremy highlights how Finch is shaping the future of employment data infrastructure. Key Takeaways: (01:27) Unified APIs connect employment data, process payments and streamline HR functions for employers and applications. (03:12) Simplify retirement benefits by connecting census data, pay statements and payroll deductions. (04:46) Finch connects 50,000 employers and 5 million employees, powering equity management, health insurance and retirement systems. (08:43) Sensitive employee data demands secure handling to prevent breaches like Equifax’s $700M settlement. (11:57) Finch builds a centralized API exchange layer that eliminates inefficiencies in employment data, improving compliance and accuracy. (14:30) Fragmentation from 6,000 US payroll providers complicates standardization and connectivity. (22:38) ICHRA benefits let employees buy health insurance, with unused funds covering other health expenses, powered by Finch. (27:59) A strong founder-market fit enables startup success by leveraging unique expertise to tackle industry-specific challenges effectively. Resources Mentioned: Jeremy Zhang - https://www.linkedin.com/in/jeremyziyuzhang/ Finch LinkedIn - https://www.linkedin.com/company/finchapi/ Finch website - https://tryfinch.com/ Gusto - https://gusto.com/ ADP - https://www.adp.com/ Paychex - https://www.paychex.com/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ Thanks for listening to “ SMB Tech Innovators,” powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

December 3, 202439 min

Bringing modern financial tools to America’s trucking industry with Vignan Velivela of AtoB

Modernizing financial services in an industry rooted in legacy infrastructure is no small feat. Vignan Velivela , Co-Founder and CEO of AtoB , is reshaping the financial landscape of the trucking industry, where small businesses often lack the tools to manage their finances efficiently. With AtoB, Vignan is introducing digital payment solutions tailored specifically for trucking, addressing pain points from fuel costs to payroll delays. In this episode, he shares how AtoB empowers trucking companies to operate more profitably by reducing costs and streamlining payments. Key Takeaways: (04:17) COVID highlighted trucking's critical role in supply chains. (07:57) Legacy payment networks hinder the industry’s financial modernization. (09:46) AtoB aims to build a “Stripe” for trucking to simplify transactions. (11:29) Partnering with Uber Freight enhances AtoB’s reach among small businesses. (14:21) Fuel is the largest cost for trucking; AtoB’s fuel card reduces expenses. (16:08) Truck drivers often face delays in receiving payment, impacting cash flow. (21:41) Small trucking businesses struggle with access to digital payroll solutions. (26:24) Thorough customer research has driven AtoB’s product decisions. (32:52) Electric vehicle adoption in trucking will initially focus on local fleets. Resources Mentioned: Vignan Velivela - https://www.linkedin.com/in/vignanv8/ AtoB - https://www.linkedin.com/company/goatob/ Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/ Thanks for listening to SMB Tech Innovators, powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API . If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show. This episode of The SMB Tech Innovators Podcast is brought to you by Gusto. Gusto has spent a decade building and testing its payroll, tax filing, and compliance infrastructure, which is available as a robust set of APIs so you can develop custom-tailored payroll solutions. For more information, go to https://gusto.com/ #SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness