Wix
“Can Wix evolve from a website-builder platform into the full financial and operational OS for SMB merchants globally?”
Founded2006
HQTel Aviv, Israel (listed on NASDAQ: WIX)
IndustryHorizontal SaaS / E-commerce
The story
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.
Product timeline
2006
Wix founded as a drag-and-drop website builder platform.· pivot
2013
Wix listed on NASDAQ (WIX), raising public capital.· ipo
2019
Wix Payments launched as a native payment processing solution for Wix merchants.· banking
2025
Wix launched Wix Checking (business checking account powered by Unit) and Wix Capital (merchant cash advances), forming a full financial services suite.· banking
The stack
4 layers disclosed in Wix’s embedded-finance stack
Payments / PSP
Wix Payments (self-operated)Adyen
Banking / BaaS
in the full report
Lending
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.