Creating the Amazon Experience for B2B Financing

The Amazon customer experience lets customers access all of the services they need in one convenient location — embedded finance can bring that same experience to your business.

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By 
Jon Fry
 | 
 | 
August 9, 2022

With the e-commerce revolution in full swing, customers are growing accustomed to faster and better services. The high demand for digital retail was always inevitable — but the pandemic caused a sharp increase in e-commerce that happened faster than anyone could have predicted. In fact, experts estimate that the pandemic shifted e-commerce five years into the future.

This shift means customers are demanding more convenient web services and faster delivery times. Amazon’s dominance in the consumer-led marketplace shows how today’s customers expect useful products, fast transactions, and seamless delivery all in one secure platform.

You may assume the era of e-commerce only applies to retailers — but the truth is that all of us have come to expect fast delivery and convenient services from every company we do business with. And lenders and fintechs are no exception to the rule. When your SMB customers are looking for access to capital, they’ll judge their customer experience based on e-commerce standards.

So, how can we bring the seamless Amazon experience into the B2B financing landscape? 

Using the Amazon model for customer experience

Plenty of e-commerce leaders have made strides in combining convenient customer experience with lightning-fast gratification. Among these e-commerce giants, Amazon stands out. Amazon’s nearly universal use is not simply a testament to the wide range of services it offers, but rather, the highly efficient process from order to delivery. 

Amazon has set the standard for customer service across the tech world and fintechs have taken note. Even when you’re catering to other businesses instead of individual consumers, your SMB customers are real people, expecting real experiences similar to the Amazon model. That’s why it’s no surprise that SMB customers are demanding better, easier, and faster financial products. 

For SaaS companies, there’s lots of room for improvement towards the Amazon model. Traditional lenders and even fintechs also fall short of the highly streamlined e-commerce model — often ending up with customer experiences defined by lengthy wait times, complex application processes, and a multi-step process for loan approval. That’s why SaaS companies are turning to embedded lending in order to meet shifting customer needs and increase customer metrics from engagement to retention and LTV.

The winning formula for high-impact B2B customer experience

With embedded finance, you can be the Amazon of your own specific B2B ecosystem. In other words, embedded finance allows you to provide all the services your customers need — from your core experience to payments and credit — in one place, with an optimized user experience. Let’s take a look at how embedded lending in particular works. 

The idea behind embedded lending is simple: on your own website, with your own branding, you can become a one-stop shop for loans and other credit products for your customers. By offering accessible capital alongside your existing products, your business becomes more resilient while helping your customers become more resilient to survive and thrive through the economy's ups and downs.

SaaS lending (sometimes called banking-as-a-service, or BaaS) is a rapidly growing trend, with a predicted market value of $1 trillion in the coming years. And it’s no wonder that embedded lending is at the heart of the web-based credit revolution. Better credit options have the potential to improve customer satisfaction, increase SMBs’ long-term value, and improve your own company valuation. 

Making a difference with Lendflow 

All successful brands need a reliable engagement flywheel. By embedding financial services into your website, you can start to serve your customers’ unique capital needs while creating loyal customer relationships. That’s where Lendflow comes in.

The ease, convenience, and speed standards that Amazon has introduced are here to stay — now it’s up to SaaS companies to keep up and fill the gap between expectations and experience when offering both their core products as well as complementary ones in a seamless, holistic way.

By embedding Lendflow credit products into your website, you can white-label Lendflow’s widget with your own branding, so you can establish your SaaS company as a multi-service partner, instead of a niche service provider. 

The superior convenience of Lendflow’s embedded financial services, combined with the effectiveness of Lendflow’s embedded credit platform, allows you to offer credit products with Amazon-level ease straight from your existing product experience. To learn more about what Lendflow can do for your business, let’s chat. Building your business starts with satisfying your customers’ needs.

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