“Can a data-driven, size-inclusive DTC lingerie brand build lasting customer loyalty and profitability without the growth-at-all-costs venture playbook?”
Founded in 2013 as a data-driven DTC lingerie brand, ThirdLove disrupted the intimate apparel market with inclusive sizing and technology-powered fit discovery. After scaling via direct online sales and raising $98.6M in venture funding, the company shifted from pure growth to profitability focus, taking on revolving credit in 2023 rather than additional equity. The embedded finance footprint is minimal — the company uses third-party tools for 401(k) benefits (Betterment at Work) and runs its e-commerce stack on Shopify Plus with NetSuite as its ERP backbone.
Third Love's investing and wealth products are powered by betterment.
Third Love integrates with NetSuite and Shopify Plus.
The Embedded Finance Index 2026 maps 2 layers in Third Love's stack: Investing (betterment); Accounting (NetSuite and Shopify Plus).
Third Love was founded by Heidi Zak and David Spector and is founded in 2013, headquartered in San Francisco, CA, USA.
Third Love has raised $98.6M in total (latest round: Debt Financing, 2023).
Get a read on where your own stack stands against Third Love and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.