Emily Bartels, Advisor and Investor
Helping vertical saas companies accelerate growth with payments, fintech, and strategic partnerships
About me
Experienced payments + fintech operator for vertical saas
I spent over 12 years at Mindbody Software, one of the defining applications for vertical SaaS, where I built and operated the embedded payments and fintech business line. I was involved in every aspect of the business, from sales and operations to risk and product management. Starting on the sales floor in 2010, I advanced to a seat on the Executive Leadership Team and became a member of Stripe's Customer Advisory Board by 2023. During my tenure, I witnessed the company’s growth from a startup to an IPO, and through its acquisition by private equity.
I led several strategic initiatives, including the addition of a managed PayFac solution on Stripe Custom Connect (with support for marketplace payouts), multi-year payments infrastructure and gateway migrations, pricing and hardware strategies, and the launch of Mindbody Capital, which has now advanced over $50 million in capital. I negotiated multi-million dollar contracts with PSPs, fintech partners, and strategic accounts, and directed the subsequent operational planning and execution. Throughout the majority of Mindbody's payments journey, I served as the consistent leader, helping to power billions of dollars for the wellness services industry.
How I can help
Vertical SaaS at all stages
Whether your company is VC-backed, bootstrapped, PE-funded, or growth capital-driven, early stage or late, I can assist with complex payment and growth opportunity decisions to help monetize and accelerate your growth. As an experienced operator, I am ready to roll up my sleeves and ensure your best work is accomplished.Though every client engagement is somewhat customized, they typically follow a similar format:
1. Diagnose
GTM motions: Assess marketing, sales, operations, and support strategies. This includes reviewing pitch decks, pricing strategies, compensation plans, CRM systems, and more.Partner evaluations: Analyze tech stack and capabilities, terms of existing agreements, and support renegotiations and RFPs. Collaborate with finance teams on performance data and analytics.Product: Evaluate product market fit and the synergistic functionality of components to identify opportunities to integrate payments and other core features. Conduct technical reviews with P&E teams to address potential product limitations and discuss trade-offs.
2. Identify
Quick wins: Implement small, relatively easy changes to GTM strategies and partner agreements that can have a significant impact.Big strategic questions: Identify where substantial investments are needed, whether in P&E or across the organization, to achieve transformational goals. Support RFPs for new or additional payment processor partners and other embedded fintech opportunities, including build vs. buy decisions.
3. Execute
A proper execution plan and the commitment to ongoing investment are critical to success. I can help define the right success metrics, guide your execution plan, and assist with talent evaluation to ensure you have the right drivers in place.
Investing and Strategic Advisory
Vertical SaaS, Fintech, and Health-focused
I take on strategic advisor roles for vertical SaaS and fintech companies. As an experienced "buyer" and key influencer at Mindbody for embedded payments, fintech, and other strategic partnership opportunities, I am uniquely positioned to advise startups targeting vertical SaaS platforms. Additionally, I leverage my extensive network to connect startups with prospective customers and end users.I make small, selective angel investments in vertical SaaS, fintech, and health-focused companies. I am personally passionate about improving health outcomes.
Learn more
Contact me
If you are interested in learning more about a potential engagement, send me a DM on LinkedIn or book an appointment.