Building for a Specific Vertical
Finding Product-Market Fit in Vertical Finance
🧠 How to Build for a Specific Vertical or Use Case
Stablecoins open the door to new markets, faster settlement, programmable money, and global access — but to build something people want, you still need product-market fit.
That's where vertical finance comes in: building financial tools tailored to a specific industry, customer segment, or region, often embedded inside an existing product or ecosystem.
And done right, vertical stablecoin products can unlock powerful new business models.
🧭 The Vertical Finance Opportunity
Andreessen Horowitz, in their thesis on the vertical SaaS revolution, made a compelling observation:
"Vertical platforms are uniquely positioned to build fintech because they already own the customer relationship."
The same applies to stablecoin-powered finance — but with global scope and programmable rails.
Whether you're a startup or scaling fintech, building vertically helps you:
- Solve a clear, repeatable pain point
- Build faster (fewer edge cases than horizontal products)
- Monetize deeply via embedded flows
- Compete in underserved or regulation-challenged regions
🔍 The Vertical Finance Opportunity Framework
Here's a practical framework for identifying and validating a high-potential stablecoin use case:
| Strategic Lens | What to Explore | Why It Matters |
|---|---|---|
| 💼 Existing Users | Do you already serve a specific customer base? (e.g. freelancers, SMEs, creators) | You're already trusted. Adding stablecoin tools increases LTV. |
| 🎯 Customer Segment | Can you serve a clearly defined group with a shared pain? (e.g. AI prompt writers, safari operators) | Niche focus = fast feedback, strong PMF, easier virality. |
| 🌍 Regional Focus | Are you solving for users in high-FX, high-friction markets (LATAM, Africa, Turkey)? | These regions often need stablecoins, not just want them. |
| 🏭 Industry Focus | Are there industries where existing fintech infra fails? (e.g. logistics, remittances, royalties) | Specialized workflows let you differentiate fast. |
| 🤝 Distribution Partners | Can you partner with a telco, marketplace, gig platform, or bank to reach users? | You shortcut acquisition and earn trust by association. |
| ⚙️ Custom UX or Features | Does the segment need unique logic? (e.g. royalty splits, voucher off-ramps) | This is your edge — a white-label UX won't cut it alone. |
📊 Supporting Data Points
- Plaid's 2023 Fintech Report noted that "the next wave of fintech will be verticalized," with 68% of founders believing embedded financial services will dominate niche markets.
- Unit.co has helped platforms like AngelList and Wethos embed banking tools inside vertical platforms — and reported that 80%+ of their clients monetize more effectively through vertical use cases than generic banking.
- Lightspark and Zero Hash found that in emerging markets, over 90% of users are willing to use stablecoins if it's tied to a real-world use case — not just speculation.
✅ Your Vertical Use Case Should Check 3 Boxes
If you're choosing where to build, validate a vertical by asking:
- Is there real friction in traditional finance?
(e.g. high FX spreads, delays, manual workflows, rejection by banks) - Can stablecoins solve this 10x better?
(e.g. instant payouts, borderless access, programmable logic) - Do you have a way to reach these users?
(e.g. existing audience, channel partners, ecosystems)
If yes → you have a solid wedge.
📦 Examples of High-Potential Vertical Use Cases
| Vertical | Use Case | Why It Works |
|---|---|---|
| HR Platforms | Sign-on bonuses in USDC | Streamlines incentive delivery |
| Logistics | Instant load booking fees in USDC | Boosts driver liquidity |
| B2B Payments | Vendor payments in USDC | Avoids bank friction |
| Platforms | Embedded wallet + analytics dashboard | Improves user retention |
| Creator Tools | Micro-donations in USDC | Enables fans to support directly |
| SMBs | Payroll in USDC for remote teams | Simplifies multi-country salary flows |
| Insurance | Cross-border policy payments | Simplifies international policy delivery |
| Travel | USDC rewards for tourism spend | Drives regional travel incentive |
| Marketplaces | Embedded wallets for sellers | No need for third-party platforms |
| Healthcare | Medical claim payouts in USDC | Faster settlements for providers |
| Events | Creator splits on ticket sales | Transparent and programmable |
| Real Estate | Deposit escrows in USDC | Improves trust and speed in deals |
🧠 Takeaway
Stablecoin infrastructure is global by default — but adoption is local, vertical, and specific.
The winners won't just be the best-built platforms. They'll be the ones that embed stablecoin rails inside tools people already use — solving for freelancers, farmers, musicians, and micro-SMBs.
Build for a real user. Use a stablecoin. Embed it where they already work and live.