Embedded Finance: Churn Math Breaks Traditional SaaS Playbooks
Embedded finance in India faces a churn problem disguised as a distribution win. Customer success metrics borrowed from SaaS fail because transaction velocity, not seat adoption, drives unit economics. Health scores must measure transaction health, not user health.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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