A $2 million general contractor pays subcontractors, invoices clients, issues employee cards, and keeps its own books. Most banks still serve this business the way they serve a consumer, just with a larger balance. Owners fill the gaps by stitching together a dozen or more apps.
Digital banks competing for this market are pulling more of these jobs into the banking experience, building some tools themselves and embedding partners for the rest. Bluevine, which began in small business lending, has spent the last six years building a broader suite of banking products around its checking account.
On the Tearsheet podcast, Kyle Cooper, Bluevine’s SVP and GM of Checking and Payments, said small business owners’ underlying needs have stayed consistent even as the products around them have changed. “Business owners always care about saving themselves a headache, getting more financial value,” he said. But the bar for delivering both keeps moving. “We are seeing that expectations are constantly rising from small businesses in terms of the quality of the offering they have in front of them.”
Cooper walked through how Bluevine decides what to build, what to embed, and what to leave to others, as well as what the company has learned about running a bank without branches.
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Businesses with complexity need more than a consumer-style account
Bluevine welcomes brand-new businesses, Cooper said, and has built its account-opening process to be fast and simple for them. Those early needs often resemble consumer needs, which is how large banks have long treated small businesses of every size.
The company’s focus extends well beyond that starting point. “When you think about a $2 million a year general contractor or a million dollar a year dry cleaning business or a medical practice, these are businesses that have a lot of complexity to them,” Cooper said. Those operators pay many employees and vendors, receive payments from different sources, and run other systems alongside their bank accounts.
Bluevine aims to keep customers on the platform as their businesses grow more complex. A newer business might start with a checking account that pays yield on balances, then add accounts payable tools that bring in an accountant or bookkeeper, invoicing, or employee cards with spending limits. “As needs become more complex, the intent is that they don’t need to move somewhere else,” Cooper said. He described Bluevine as ready to support businesses with a team and annual revenue reaching well into the seven- or even eight-figure range.
Customer demand shapes the build, embed, or refer decision
Cooper described three paths Bluevine approaches a customer need. Sometimes it builds a product itself. In other cases, a few established players already do the job well, and business owners already use them, making partnerships the better option. Some needs fall somewhere in between.
“We wouldn’t do anything if there weren’t customer demand for it,” Cooper said. One early example was a two-way QuickBooks sync, which Bluevine built because many business owners already relied on the software. More recently, customers asked for help getting paid, so Bluevine built its own invoicing software, with payments processing powered by Stripe. It also announced an accounting product powered by Xero, embedded in the Bluevine experience and priced significantly below standalone software.
Not every customer request guarantees a new product. Bluevine weighs whether it is positioned to provide a good service and how close the request sits to what it already offers. Business insurance is one example: Bluevine is neither a carrier nor a broker, so it partners with companies in that space. The same goes for HR systems. In those cases, Cooper said, the company is “playing matchmaker and helping our customers find something that will work well for them.” That approach can change over time as demand grows and the company’s readiness to serve those needs in-house evolves.
Embedding eases setup and day-to-day use
Cooper separated the benefits of embedding into two stages: signing up for a service and using it on an ongoing basis. For setup, controlling the user experience means fewer clicks and no need to ask customers for information Bluevine already holds, which a handoff to an outside service would require. He pointed to international payments, where a partner powers the capability but it feels like part of Bluevine, and said the company sees better setup completion as a result.
Ongoing use is the second gain. Cooper is optimistic that Bluevine Accounting, which sits inside the customer’s banking ledger, will fit more naturally into an owner’s routine than separate software that requires switching back and forth. The result, he said, is “less overhead, less switching cost” in the daily management of finances. The product was in beta at the time of the conversation, with general availability expected within weeks, so Cooper did not have usage data to share.
Payments acceptance gives Bluevine the opportunity to sit closer to the center of a business’s financial operations, where a business holds money, pays people, and accepts payments. Bluevine’s invoicing software is free to customers as soon as they open a checking account. Customers who want to accept payments complete an additional setup with Stripe and manage everything within Bluevine. Launched between one and two years ago, the product now has “many thousands of customers using that product, tens of millions in monthly GMV,” Cooper said.
Bluevine is careful to ensure that a partner’s product does not hurt the experience it has built for customers. The embedding process is therefore meticulous. “It needs to not degrade the excellent digital experience that we have built for our customers,” Cooper said. This means paying attention to look, feel, and responsiveness, and a strict approach to friction. The company weighs how much fit-and-finish work and deeper technical integration a given product deserves and validates customer interest before making larger investments. Once Bluevine decides to embed a product, Cooper said, it “needs to look and feel like Bluevine.”
Partnerships require alignment as well. Cooper said both sides must agree on the end-to-end customer experience, how support issues will be resolved, “who’s on the hook for what,” and how the two teams will communicate. These conversations between partners continue after launch. “It’s an ongoing investment with partners,” he said, adding that the general availability release of Bluevine Accounting is “the start of the journey in many ways.”
A digital bank’s polished experience takes years of investment
Cooper said most small businesses in the U.S. still bank with a large national bank, a regional bank, or a credit union, and many of them get “a pretty clunky experience that is years behind what we’re offering.” Building a better digital alternative takes sustained spending. “We’ve invested a lot of money to make it look easy,” he said.
Mobile check deposit shows the scale of Bluevine’s effort. Over the last year, Bluevine processed more than $2 billion in check deposits without branches and made 97% of them available the same day, with high deposit limits. Bluevine does this without taking physical custody of a check and bears the fraud losses when it gets a decision wrong. This kind of performance comes only after “you’ve invested significantly over a period of years,” according to Cooper.
However, gaps remain. Cash-heavy businesses are one of the few customer segments where an owner may still want a relationship with a bank or credit union that has branches, even if that means maintaining two relationships. Closing those gaps is part of how Bluevine thinks about extending its product to serve closer to 100% of small businesses rather than 90%.
Most owners value trust and convenience over assembling the best of each tool
One risk of owning more of a customer’s workflow is that customers become harder to move elsewhere. Cooper addressed the tradeoff by describing the owners Bluevine serves. Some are true optimizers who assemble the best option for every function and may end up with 12 to 18 apps. In Cooper’s experience, that group is small.
“The vast majority of them don’t want to think about their banking and their financial services,” he said. They want financial value and ease of use without the headaches, which covers both daily friction and the moment when something breaks. Many owners are open to reaching that result through one or two providers they trust. Cooper noted that the tendency to open a business account at the same bank that holds the owner’s personal account comes from the same impulse.
That shapes Bluevine’s approach. “We need to deliver a better product than the incumbents,” Cooper said. “If we earn trust, then we will have the right to do more and more for our customers over time.”
What comes next
Cooper said Bluevine has another significant partnership, not yet announced, that it expects to go live around the end of the year. He described it as in keeping with the rest of the conversation: doing more for customers in a way that feels easy and builds trust.
The company also continues to invest in what it calls “the guts of banking,” including money movement, the digital experience, and fraud tools. “That work never stops,” he said. Even an excellent bank has annoying moments for customers, so reducing them is continuous work, aimed at making banking “feel more seamless and more rewarding for customers.”







