← State of Embedded Finance 2026

Wetransact

“Can a Microsoft-native marketplace enablement platform become the financial and operational OS for ISVs selling through Azure Marketplace?”

Founded2023
HQLisbon, Portugal (principal) / Middletown, DE, USA (registered)
IndustryVertical SaaS / Cloud Marketplace Enablement

The story

Founded in 2023 by ex-Microsoft veterans who saw ISVs struggling with the complexity of listing and transacting on Azure Marketplace. WeTransact built a Microsoft-native GTM platform that handles marketplace operations, compliance, and go-to-market enablement for 500+ SaaS companies. The embedded finance angle emerged in 2024 via a Capchase partnership that injects working-capital financing into the platform, addressing cash flow gaps inherent to the annual/upfront billing cycles on cloud marketplaces.

Last 12 months

2024-11

WeTransact announced a partnership with Capchase to offer B2B SaaS companies embedded financing solutions to close cash flow gaps arising from marketplace sales cycles.

Product timeline

2023

WeTransact founded by ex-Microsoft employees to simplify ISV listing and selling on Microsoft Azure Marketplace.· pivot

2024

Partnered with Capchase to offer revenue-based financing and cash flow solutions to B2B SaaS customers transacting through the platform.· lending

2025

Surpassed €100M in marketplace billed sales generated for customers; recognized as Microsoft Startup of the Year France 2025.· banking

The stack

Lending

Capchase Revenue-based financing for B2B SaaS Cash flow advance / working capital

Accounting gap: none