For more than a decade, customers spent their software budget procuring vertical SaaS products. ACVs, or annual contract values, were modest, customer acquisition cost had to stay below a ceiling, and the resulting go-to-market playbook was product-led growth, SDR-led and content-driven.

With AI, many products are no longer SaaS but usage and outcomes based. They are replacing labor, not software. At my investment firm, , we call this new category of companies vertical AI. Vertical AI spend doesn’t just come from a customer’s software budget. It often comes out of headcount as well, a much larger line item. As a result, ACVs have jumped meaningfully to 6- and 7-figure deals.

I’ve written before about how AI for vertical SaaS, and how the value framing shifted from subscription pricing to. As ACVs have grown in vertical AI, the go-to-market motion is changing too. We’ve explored tactics to drive a more efficient sales process.

Here, I鈥檒l explore how the channels are changing as well.

Why direct sales is back

Direct sales has historically only worked at true enterprise scale. The cost of an AE’s time wasn’t warranted for smaller ACVs. Below a certain deal size, the math didn’t work for high-touch sales. That’s why SaaS GTM became PLG and SDR-led.

With vertical AI ACVs frequently landing in the 6- or 7-figure range, founders now have room to invest meaningfully in winning each logo. We鈥檙e also seeing these smaller businesses spending relatively more with quicker sales cycles which is enabling higher volume.

AEs, in-person sales motion, and other tactics that didn’t pencil at scale under old SaaS economics now do. Direct sales now works further down market where prior SaaS economics didn’t allow it.

Two channels in particular have driven a lot of distribution and success for vertical AI companies recently. They are distinct from each other but we’ve seen companies have success with both.

No. 1: Private equity and heads of AI

Many PE firms are actively pushing their portfolio companies to drive efficiency with AI. Some have even created a new role internally to spearhead these initiatives. These AI partners are often tasked with collecting and disseminating learnings, finding good AI tools, and connecting them into the portfolio if there’s a fit.

The motivation is sometimes EBITDA driven, but can also be softer than that. Many of these execs are focused on adding value across the portfolio, helping companies build AI competency, and coming up with an execution plan.

The decision making structure also varies. Sometimes the and push adoption down to the portfolio. More often, the firm will forward information to relevant company executives and leave the decision making to them. If executed well, this can be a very efficient channel for vertical AI companies. One introduction to the PE firm surfaces many qualified leads across their portfolio companies.

Usually, companies will land one customer initially. Positive feedback then travels in two directions. Laterally to peer companies within the portfolio, and back up to the PE investor, who introduces the vendor to others in the portfolio. We’ve seen this be particularly successful in industries where rollup strategies are popular like healthcare services, dental, MSP, accounting, legal, financial advisory, insurance brokerage, home services and industrial.

No. 2: Conferences

We’ve also seen sector and function specific conferences be incredibly valuable in driving distribution for vertical AI companies. The advantage is concentrated attention and self selection by the right buyer. Buyers are captive and open to learning.

They come to these events curious to hear what’s new in their sector. Attendance allows companies to meet the right buyer, showcase the product live, and collect leads at scale. Sponsoring and attending dinners is another opportunity to meet prospects.

I鈥檇 argue that scalability of lead generation and brand awareness matters more now than ever. That requires getting the word out about your own company but also cutting through the noise of others in the market. Buyers are actively building out their AI strategies so vertical AI companies should be sprinting on GTM. Companies need to be top of mind when potential buyers are open to evaluating new tools.

Whether that becomes a sole source decision or an RFP, the prerequisite is being part of the consideration set. In order to do that, your buyer needs to know you exist, and this is a great way to spread the word efficiently.

What this means

The GTM playbook for vertical AI now looks meaningfully different from the SaaS playbook it grew out of. Distribution, pricing and sales motion have all shifted in tandem, with each piece reinforcing the others. Buyer pull justified larger ACVs, larger ACVs justified deeper investment in the sales motion, and the new economics opened up channels that didn’t work under the old model.

The companies pulling away are the ones pairing a great product with the right GTM motion. They have recognized that bigger ACVs demand a different playbook, and they have adapted before their peers.

When the gates of distribution opened, everyone walked through. The companies winning now have figured out what to do once they were inside.

If you’re a founder building vertical AI and rethinking GTM, I’d love to hear from you.

听 is a general partner at , where she invests in and partners with early-stage founders from inception through Series A across sectors including AI, fintech, healthcare and enterprise software. Prior to joining Defy, Agarwal spent seven years at and began her investing career at . A former founder and operator, she previously co-founded two startups and started her career at

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led the round, which included participation from , , , , and others.

Founded in 2020, New York-based Capchase initially made a name for itself by providing revenue-based financing for SaaS companies. However, by late 2022, the company began to evolve into its current iteration: a vendor-financing technology platform. Capchase embeds itself directly into the sales workflows of companies such as original equipment manufacturers, software vendors and cybersecurity providers.

It has entirely discontinued its revenue-based financing, and instead now focuses on B2B buy now, pay later tools that help software and hardware vendors offer flexible payment terms while getting paid upfront.

The concept addresses a longstanding friction point in enterprise sales: vendors want cash immediately, while buyers want to preserve capital. Rather than forcing a buyer to pay $1 million upfront in 30 days, Capchase allows a sales rep to offer more flexible terms 鈥� say, $15,000 per month for up to five years. When the deal is signed, Capchase pays the vendor the full amount upfront, net of a financing fee.

鈥淲e started to see that there was a very big pull in the market,鈥� , co-founder and CEO of Capchase, said in an interview. 鈥淲e saw that sales cycles were expanding, CAC was going up, and all of this was driven by the high interest rates. Buyers wanted to pay as late as possible and pay installments.鈥�

He added: 鈥淲e shipped a product quickly to solve that need, and we started to get very strong market pull to the point that that ended up eclipsing the other product lines, and we decided to focus everything there.鈥�

Displacing a legacy market with AI

The pivot has unlocked impressive growth. Capchase says it has a 400% growth rate over the past 12 months and forecasts another 200% growth in the upcoming year. Its workforce has scaled alongside this momentum, expanding to 75 employees, up from 50 a year ago.

While legacy banks, independent financing firms and captive financing arms have dominated the $1.3 trillion equipment financing market for decades, Capchase says it differentiates itself by replacing 1980s-era workflows with real-time automation.

Traditional financing approvals often require an email-driven back-and-forth that can take four to 17 days, according to Fernandez. Capchase claims to compress that timeline into seconds.

Capchase uses artificial intelligence and machine learning agents across its platform. For example, an 鈥渙rder generation agent鈥� parses uploaded quotes or purchase orders to create flexible payment links in under 60 seconds 鈥� down from a manual process that typically took eight hours 鈥� according to Fernandez. As another example, an AI email agent automatically handles multiparty coordination between vendors, resellers and buyers, all without human intervention.

鈥淲hat makes us different is that we are both the lender and the technology. And AI is what makes the combination work at the speed enterprise tech sales demands,鈥� Fernandez told 小蓝视频色情网页版 News in an interview. 鈥淲e built the credit decisioning engines that allow us to look at all the data these other players look at as well, but we were able to do it and infer it in just seconds.鈥�

Moving upmarket and expanding globally

The new capital will primarily support Capchase’s rapid transition into the enterprise space.

鈥淚n the past 24 months, we went from serving vendors in the tens of millions of revenue to in the last 12 months in the hundreds of millions in revenue, and now in the multiple billions of revenue,” Fernandez said.

The startup鈥檚 platform now underwrites more stable, established borrowers. The average buyer utilizing Capchase has roughly $80 million in annual revenue, has been operating for over 20 years, and is profitable, he added. This profile has allowed Capchase to maintain a highly controlled risk environment and what he described as a “spectacular” default rate.

Capchase currently supports hundreds of tech vendors and tens of thousands of buyers. Its customer roster features enterprise tech giants, public cybersecurity firms and massive distributors, including , , , and .

Though Capchase keeps its specific financials, valuation and cumulative funding figures confidential, Fernandez confirmed that the latest capital injection represents a valuation step up from its 2021 $80 million Series B round. At the time of that raise, the company had raised more than $400 million in equity and debt.

Looking ahead, Capchase will use its fresh capital to scale beyond its core markets in North America 鈥� the U.S. and Canada 鈥� and Europe, including the U.K., Ireland, Belgium, Netherlands, the Nordics and Spain. Driven by direct demand from its enterprise partners, the company is officially entering the Australian market this year.

Reducing friction with flexible terms

, co-founder and managing partner of 01 Advisors, said he was drawn to Capchase primarily because of how AI has helped it disrupt traditional vendor financing.

Incumbents possessed plenty of capital but 鈥渉ave never been forced to build real technology because their customers had nowhere else to go,鈥� he wrote via email.

AI fundamentally shifts this dynamic, allowing Capchase to “underwrite a buyer and create accurate docs in 30 seconds,鈥� he said.

This solution hits close to home for Bain, who previously ran the sales team at and says he intimately understands the friction Capchase aims to eliminate. In traditional enterprise sales, momentum frequently stalls when a ready-to-buy customer hits a roadblock over payment terms, forcing sales leaders to either “discount to close, wait for the next budget cycle, or spend weeks negotiating.”

Those outcomes drain margin or time. Capchase completely removes that friction, Bain said, by offering instant approvals and flexible terms.

Fintech startups, particularly those that apply AI to traditionally manual or burdensome processes, have benefited from increased investment in recent quarters. Global funding to VC-backed financial technology startups totaled $53.8 billion in 2025, per 小蓝视频色情网页版 . That鈥檚 a more than 29% increase from 2024鈥檚 total of $41.6 billion raised.

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