VerticalSoftware.FYI
A new community-driven list of 450+ vertical software companies, along with embedded financial products and other info, now available at verticalsoftware.fyi
▲ Vertex: the vertical software conference for founders, operators, and investors
Some of today’s fast-growing, most exciting companies are vertical software companies. They’re quietly building at the cutting edge of huge trends like embedded fintech and vertical AI. But these playbooks are still being written in real time.
Matrix and Rainforest are bringing together 150+ of the best people building these companies and playbooks to learn from and network with one another. Join us in San Francisco on September 9, 2025 to help build the future of vertical software.
Learn more and apply here:
One of the most exciting trends in software and fintech these days is the collision of those two markets into a new breed of vertical software companies.
An earlier generation of companies, like Toast and Mindbody, demonstrated the power of combining vertical-specific software with financial products like payments. This led to the explosion of vertical software across industries and the evolution of the model into a more vertically focused, multi-product, and multi-business-model approach I call “Vertical X.”
I’ve kept a list of these companies over the last few years as they’ve proliferated across verticals, from agriculture to auto-body shops, self-storage to security businesses, marinas to medispas, parking to pet care.
This list has helped me map trends in vertical software, like the adoption of different embedded financial products across these verticals:
I’ve expanded and cleaned up that list of vertical software companies and am making it available as a resource to anyone interested in these markets.
The goal is for verticalsoftware.fyi to be a resource for founders, operators, and investors interested in the space.
Click here to access the full list of companies.
It’s certainly not exhaustive, although I hope to keep it as updated as possible. If you think a company is missing or miscategorized, please let me know here.
My name is Matt Brown. I’m a partner at Matrix, where I invest in and help early-stage fintech and vertical software startups. Matrix is an early-stage VC that leads pre-seed to Series As from an $800M fund across AI, developer tools and infra, fintech, B2B software, healthcare, and more. If you're building something interesting in fintech or vertical software, I'd love to chat: mb@matrix.vc
And if you’re a vertical software founder, operator, or investor, check out Vertex, The Vertical Software Conference in San Francisco on September 9, 2025.
