Findity Enters U.S. Market, Challenging Expense Tech With Embedded Model

STOCKHOLM – April 23, 2026 – European fintech leader Findity has officially launched its embedded expense management platform in the United States, signaling a strategic challenge to the traditional, standalone expense software market. The move, part of a global growth strategy, brings the company's AI-powered, card-agnostic solution to U.S. businesses through software providers they already use.

The expansion kicks off with a key partnership with Centime, a comprehensive financial automation platform for mid-market businesses. Through this collaboration, Centime will integrate Findity's technology to offer a seamless, branded expense management product within its existing suite, aiming to create a unified financial operating system for its clients.

This entry into the world's largest economy taps into a powerful trend in business technology: embedded finance, where financial services are integrated directly into non-financial platforms. By enabling companies like Centime to offer native expense tools, Findity is betting that the future of business finance lies not in more apps, but in more connected, all-in-one systems.

The Rising Tide of Embedded Finance

Findity's U.S. launch is timed to capitalize on the explosive growth of the embedded finance sector. Industry analysts project the U.S. embedded finance market, valued at over USD 15 billion in 2023, to surge at a compound annual growth rate (CAGR) of over 30% through 2030, potentially exceeding USD 100 billion. This rapid expansion is fueled by a fundamental shift in user expectations; businesses and consumers alike now demand seamless, contextual financial services without having to toggle between different applications.

For businesses, the appeal is twofold. First, it dramatically improves operational efficiency. By integrating functions like expense reporting directly into primary platforms such as Enterprise Resource Planning (ERP) or accounting systems, it eliminates tedious data entry and reconciliation. Second, it creates new revenue opportunities for software providers, allowing them to monetize their user base by offering valuable financial add-ons.

"We've seen incredible demand for expense management to be seamless and embedded in the software businesses already use," said Patrick Olsson, CEO of Findity. "By localizing our platform for the U.S. market, we are enabling partners to deliver immediate value with a compliant, automated, and truly native experience."

This move from standalone solutions to integrated infrastructure is a defining feature of the modern fintech landscape. Instead of forcing users to adopt yet another tool, the embedded model brings the tool to the user, creating a more cohesive and less fragmented workflow.

A European Leader Enters a Crowded Field

While new to the U.S., Findity is a seasoned player in Europe, where it serves as the trusted technology behind major brands like Sage, Visma, and SD Worx. This track record provides a foundation of experience, but the company now faces a highly competitive and mature U.S. expense management market.

The American landscape is populated by established giants like SAP Concur and Expensify, as well as a new generation of aggressive fintechs such as Divvy, Brex, and Ramp, which have already blurred the lines between corporate cards and expense software. Findity's strategy, however, sets it apart. Rather than competing directly for end-customers, it positions itself as an enabler for other platforms. Its "headless" architecture allows partners to either use its Expense API to build a custom experience or deploy a white-label solution instantly.

This model allows software providers to go to market quickly with a sophisticated expense solution without the massive R&D investment. By providing the underlying engine, Findity can power numerous branded experiences across different verticals, a strategy that favors partnership over direct competition and allows for broad, rapid scaling.

The Centime Partnership: A Unified Vision

The inaugural U.S. partnership with Centime provides a clear blueprint for Findity's strategy. Centime has built its brand on unifying disparate financial tasks—accounts payable, accounts receivable, cash flow forecasting, and treasury management—into a single, intelligent workflow for mid-market companies.

Expense management was a logical but missing piece of its puzzle. Integrating Findity's platform allows Centime to offer a complete, end-to-end financial operating system. For a finance team at a mid-sized company, this means they can manage payments, forecast cash, and now, process expense reports, all from one dashboard. This eliminates the friction of exporting data from a separate expense app and importing it into their primary financial system.

BC Krishna, Founder and CEO at Centime, highlighted the importance of this automation. "Finance teams shouldn't have to chase receipts or reconcile expense reports. That's exactly the kind of repetitive, manual work AI and agents are meant to handle," he stated. "Expense management was always part of that vision - and Findity's embedded expense platform is the fastest, smartest way to deliver it at the quality our customers expect."

AI and Localization as Keys to the U.S. Market

Entering the U.S. requires more than just a powerful platform; it demands meticulous localization to navigate a complex regulatory environment. Findity emphasized that its platform has been adapted to meet specific U.S. tax regulations and feature requirements. This includes adherence to IRS rules for expense substantiation, accountable plans for non-taxable reimbursements, and state-specific labor laws governing employee expenses.

This is where the company's AI-powered engine becomes critical. The AI assists in automating compliance by intelligently scanning receipts, categorizing expenses according to IRS guidelines, and flagging out-of-policy spending in real-time. This automation not only saves countless hours of manual review but also reduces compliance risk for businesses. Features like automated mileage tracking using IRS rates and per diem management are essential for U.S. companies, and their inclusion is a prerequisite for competing effectively.

This focus on AI-driven automation aligns with broader industry predictions. Gartner, for instance, projects that finance organizations using cloud ERP applications with embedded AI will achieve a 30% faster financial close by 2028. By embedding an AI-powered expense tool, platforms like Centime can help their customers accelerate these processes and make faster, more informed financial decisions. This integration signals a clear direction for the industry, where the future of financial management is not in a separate app, but woven directly into the daily operational fabric of the business itself.