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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.

Last 12 months
2026-05
2026-05
2026-02
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.

Roller — frequently asked

Who is Roller's payment processor?

Roller processes payments through Adyen and ROLLER Payments (self-branded, Adyen-powered).

Who handles Roller's FX and cross-border payouts?

Roller uses Adyen for FX and cross-border payouts.

Which accounting software does Roller integrate with?

Roller integrates with QuickBooks, Xero and NetSuite.

What is Roller's embedded finance stack?

The Embedded Finance Index 2026 maps 4 layers in Roller's stack: Payments / PSP (Adyen and ROLLER Payments (self-branded, Adyen-powered)); Lending (ROLLER Capital); FX & payouts (Adyen); Accounting (QuickBooks, Xero and NetSuite).

Who founded Roller?

Roller was founded by Luke Finn and is founded in 2010, headquartered in Austin, Texas, USA.

How much funding has Roller raised?

Roller has raised ~$57M+ in total (latest round: Growth, 2023).

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