← State of Embedded Finance 2026

Highlevel

“Can a white-label all-in-one marketing/CRM platform become the operating system of record for digital agencies and their SMB clients?”

Founded2018
HQDallas, Texas, United States
Total raised$60.0M
IndustryHorizontal SaaS / Marketing & CRM
The story

HighLevel is a horizontal marketing/CRM SaaS for agencies (white-labeled, resold to SMB clients). Embedded finance is a thin layer: the company exposes Payments & Invoicing as a feature but routes transactions through third-party PSPs (Stripe, PayPal, NMI, Authorize.net, Square, Adyen, Razorpay) chosen by the sub-account, rather than operating its own payments rail. The Marketplace/Payments API lets developers plug in additional processors.

Last 12 months
2025-09
Product timeline
2018
HighLevel founded as an all-in-one white-label marketing and CRM platform for agencies.· pivot
The stack
Payments / PSP
StripePayPalNMIAuthorize.netSquareAdyenRazorpay
Accounting gap: minor