Roller
“Can a vertical SaaS for attractions become the financial OS for leisure venues by stacking embedded payments, capital, and AI on top of operational tooling?”
Founded2010
HQAustin, Texas, USA
FoundersLuke Finn
Total raised~$57M+
Latest roundGrowth, 2023
IndustryVertical SaaS / Attractions & Leisure
The story
Founded 2010 in Australia as venue management SaaS for trampoline parks, FECs, museums and attractions. Embedded payments via Adyen in 2021 became a major monetization layer (ROLLER Payments). By 2026 the company evolved into a full embedded-finance platform for venues — adding ROLLER Capital (Adyen-powered embedded lending) and AI-native workflows alongside its core ticketing, POS, memberships and waivers stack.
Product timeline
2010
ROLLER founded as venue management software for attractions· founding
2021
Adopted Adyen for Platforms to power ROLLER Payments· payments
2023
Raised $7M Series B and $50M growth round from Insight Partners· funding
2026
Launched ROLLER Capital embedded financing with Adyen; $1M disbursed in first week· lending
2026
May 2026 Product Launch — Guest Experience Agent (AI), ROLLER iQ, Loyalty, Capital· product
The stack
4 layers disclosed in Roller’s embedded-finance stack
Payments / PSP
AdyenROLLER Payments (self-branded, Adyen-powered)
Lending
in the full report
FX & payouts
in the full report
Accounting
in the full report
Accounting gap: minor
5 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.