Embedding financial services in SMB verticals: 5 questions with GlossGenius CEO Danielle Cohen-Shohet

GlossGenius brought fintech to the beauty and wellness industry, embedding financial services like real-time payments, deposits, loans and business management tools all in one app.
Tearsheet caught up with CEO Danielle Cohen-Shohet ahead of her appearance at the upcoming edition of The Big Bank Theory, to see what the company's been up to.

Iulia Ciutina | December 06, 2022

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BNPL, Building a platform, Embedded Finance, Member Exclusive

Affirm has unveiled three major growth bets, embedding BNPL into bank apps via Affirm Edge, deepening its exclusive global Shopify partnership, and early positioning in AI-driven agentic commerce, all targeting $100 billion in annual GMV.
The thesis is that three years of compounding revenue growth give Affirm the credibility to pursue these longer-horizon plays, while its core merchant and card businesses carry the near-term load.

Rabab Ahsan | May 19, 2026

BNPL, Creating win-win partnerships, Embedded Finance, Member Exclusive, SMB Finance

The Intuit-Affirm partnership embeds BNPL directly in QuickBooks invoices, transforming accounting into a real-time decision layer.
In the new fintech partnership model, platforms manage workflows and customers while specialists handle the decision layer to drive scalable results.

Sara Khairi | February 26, 2026

Banking, Embedded Finance, Member Exclusive

Despite rapid innovation and growth in embedded finance, one area remains largely unchanged: how banks and fintechs initially connect.
Treasury Prime identifies discovery – not diligence – as the real bottleneck in embedded finance, with AI now positioned to overcome it.

Sara Khairi | February 12, 2026

Embedded Finance, Member Exclusive, Payments

Embedded finance solutions that simplify oversight and plug directly into existing workflows are winning.
Eva Reda, EVP and GM at Amex, shares insights on embedded finance’s impact on commercial payments and its trajectory in 2026.

Sara Khairi | January 29, 2026

Awards, Embedded Finance, Payments

Gusto’s Payroll Bridge won the Best Embedded Finance Product for SMBs at the 2025 Tearsheet SMB Finance Awards.
Dan Loomis, General Manager and Head of Product at Gusto Money, shares how Payroll Bridge took shape to better support SMBs’ day-to-day operations.

Sara Khairi | December 09, 2025