← State of Embedded Finance 2026

Wetransact Partner

“Can a Microsoft-native GTM platform become the financial and operational backbone for ISVs selling through cloud marketplaces?”

HQLisboa, Portugal (principal business address: 6th floor, Rua da Prata 80, 1100-161 Lisboa, Portugal); incorporated in Delaware, USA
IndustryVertical SaaS / Microsoft Marketplace Enablement
The story

WeTransact was founded by former Microsoft employees to help ISVs navigate the complexity of listing and transacting on Microsoft Azure Marketplace (Partner Center). Rather than being a generic SaaS marketplace tool, the company positioned itself as a full-stack Microsoft-native GTM platform handling co-sell, listing, order management, and Microsoft incentives. In 2024, the company added an embedded finance layer by partnering with Capchase to provide B2B SaaS customers with revenue-based financing and cash flow solutions, moving beyond pure marketplace operations toward becoming a financial services layer for cloud-marketplace SaaS companies.

Last 12 months
2024-11
2025-00
Product timeline
2023
WeTransact launched as a Microsoft-native GTM platform to help ISVs list and transact on Microsoft Azure Marketplace.· pivot
2024
Partnered with Capchase to offer embedded revenue-based financing to B2B SaaS publishers on its platform.· lending
2025
Reached 500+ ISVs and €100M+ in marketplace billed sales; awarded Microsoft Startup of the Year France 2025.· milestone
The stack
Lending
Revenue-based financing for B2B SaaSCash flow advance for SaaS publishers
Accounting gap: none