“Can Wix evolve from a website-builder platform into the full financial and operational OS for SMB merchants globally?”
Wix started as a pure-play DIY website builder in 2006, becoming one of the world's largest SaaS platforms with over 220 million users. Over time, it expanded into e-commerce and business management tooling, launching Wix Payments to capture payment processing revenue from its merchant base. In 2025, Wix made its most significant embedded finance move by launching Wix Checking (a business checking account powered by Unit) and Wix Capital (merchant cash advances), signalling a deliberate move toward becoming the financial OS for SMB merchants on its platform.