{"id":1550,"date":"2025-10-22T06:14:57","date_gmt":"2025-10-22T06:14:57","guid":{"rendered":"https:\/\/platforms.worldpay.com\/en\/?p=1550"},"modified":"2025-10-22T06:15:10","modified_gmt":"2025-10-22T06:15:10","slug":"how-software-companies-can-leverage-value-added-services-to-deepen-customer-relationships","status":"publish","type":"post","link":"https:\/\/platforms.worldpay.com\/en\/blog\/how-software-companies-can-leverage-value-added-services-to-deepen-customer-relationships\/","title":{"rendered":"How software companies can leverage value added services to deepen customer relationships"},"content":{"rendered":"<section class=\"blog-contents-block py-12 lg:py-24\" x-data=\"blogContents('benefits-of-value-added-services-for-software-companies', [&quot;benefits-of-value-added-services-for-software-companies&quot;,&quot;verticalized-software-companies-have-a-unique-opportunity-with-vas&quot;,&quot;popular-value-added-services-that-get-us-excited&quot;,&quot;finding-value-in-value-added-services-and-baking-them-into-your-strategy&quot;])\">\n    <div class=\"container relative\">\n        <div class=\"flex flex-wrap -mt-8 lg:-mx-4\">\n            <div class=\"order-1 w-full mt-8 lg:px-4 lg:flex-1 lg:order-0\">\n                <div class=\"acf-innerblocks-container\">\n\n<p>User experience has become a cornerstone in shaping the world of SaaS. Your product is your bread and butter, and as a verticalised software company, you know just how important a tailored, industry-specific application is to your end user. Dedication to delivering an exceptional user experience ensures your software is something that your customers can\u2019t live without in their business day-to-day.\u00a0\u00a0<\/p>\n\n\n\n<p>But a well-designed user interface that is responsive and consistent across devices is not the only element of a great user experience\u2014innovation and interconnected experiences are raising the bar.&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>As consumers, we\u2019ve grown accustomed to seamless experiences. It\u2019s now an expectation that is carrying through into the B2B and B2B2X landscapes. SaaS companies that\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/blog\/embedded-payments-what-are-they-and-how-can-they-benefit-your-software-company\">embed payments<\/a>\u00a0recognise this and therefore, have an extraordinary advantage when it comes to providing their customers (and their customers\u2019 customers) with the user experiences they have come to expect.\u00a0\u00a0<\/p>\n\n\n\n<p>Value-added services, such as digital wallet integrations,\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/embedded-payments\/safer-payments\">PCI compliance programs<\/a>, and\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/embedded-payments\/tokenisation\/\">tokenisation<\/a>, give software companies leveraging payments a unique opportunity to deepen relationships with their merchant customers, maintain competitive edge and brand stickiness, and deliver, you guessed it, an even better user experience.\u00a0\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading mb-0\" id=\"benefits-of-value-added-services-for-software-companies\">Benefits of value-added services for software companies<\/h2>\n\n\n\n<p>In the world of payments, value-added services are additional solutions that add value to a software platform\u2019s core payment processing solution.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Vertical software companies that embed payments with a payment facilitation provider, like Worldpay for Platforms, are likely sitting on a gold mine of value-added services (VAS). These additional offerings help software companies optimise the payments experience for their merchants and unlock additional opportunities to realise revenue.\u00a0<\/p>\n\n\n\n<p>Value-added services help software companies solve essential business problems, including:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Grow&nbsp;their&nbsp;software user&nbsp;base&nbsp;<\/li>\n\n\n\n<li>Retain&nbsp;their software&nbsp;customers&nbsp;<\/li>\n\n\n\n<li>Remain competitive with innovative and interconnected features and functionality&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>When implemented strategically, value-added services can strengthen a software company\u2019s payment infrastructure, optimise operational efficiency, and enhance the customer experience. Additionally, software companies can increase the lifetime value of their platform, create stickiness from a customer retention lens, and increase opportunities for revenue generation.\u00a0\u00a0<\/p>\n\n\n\n<p>Embedded Payments are becoming common place for verticalised software, so differentiation in the market may come down to the\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/solutions\">payments solution<\/a>\u00a0and niche value-added services you can provide your user base to simplify their operation and grow their business all in one place.\u00a0\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading mb-0\" id=\"verticalized-software-companies-have-a-unique-opportunity-with-vas\">Verticalised software companies have a unique opportunity with VAS<\/h2>\n\n\n\n<p>Verticalised software companies have a deep understanding of what their merchants need to simplify their day to day, plus a sound technology infrastructure to support additional solutions that can enhance the user experience. This combination allows you to provide your customers with new payment services built right into the platform they know and love with ease.\u00a0\u00a0<\/p>\n\n\n\n<p>SaaS success today is about more than just addressing your customers current needs. You\u2019ll need to provide your users with the solutions they need to help them meet future demands too. Instead of solving problems as they arise, software companies are well positioned to be one step ahead of their merchant customers and make a considered effort to align their offerings with their ever-changing needs and innovative trends in mind. By doing so, you can position yourself as strategic partner rather than just another piece of technology.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading mb-0\" id=\"popular-value-added-services-that-get-us-excited\">Popular value-added services that get us excited<\/h2>\n\n\n\n<p>As self-proclaimed payments nerds, these are a sampling of our favorite value-added services that we believe your merchants will love and as a result, help deepen the relationships you have with your customers today, tomorrow, and in the future.&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create&nbsp;a seamless&nbsp;consumer&nbsp;checkout experience with&nbsp;digital wallets, tap to pay,&nbsp;text to pay,&nbsp;and account updater integrations.&nbsp;&nbsp;<\/li>\n\n\n\n<li>Maximize&nbsp;loyalty and brand stickiness with&nbsp;gift card&nbsp;solutions&nbsp;(for not only you but your customers\u2019 customers&nbsp;as well).&nbsp;&nbsp;<\/li>\n\n\n\n<li>Safeguard\u00a0transactions with\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/embedded-payments\/tokenisation\/\" target=\"_blank\" rel=\"noreferrer noopener\">tokenisation<\/a>.\u00a0<\/li>\n\n\n\n<li>Ensure\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/embedded-payments\/safer-payments\" target=\"_blank\" rel=\"noreferrer noopener\">PCI compliance for your small business customers<\/a>, particularly those in the e-Commerce space.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading mb-0\" id=\"finding-value-in-value-added-services-and-baking-them-into-your-strategy\">Finding value in value-added services and baking them into your strategy<\/h2>\n\n\n\n<p>Many software companies have expressed interest in value-added services, and more specifically, Embedded Finance products, because they understand the opportunities they present to their business and their customers\u2019 business too. This insight was uncovered in\u00a0<a href=\"https:\/\/platforms.worldpay.com\/en\/resources\/report\/2025-merchant-insider-report\">our most recent merchant insider survey and report<\/a>. However, excitement aside, it\u2019ll be important for SaaS companies to do their due diligence and understand the exact needs of their niche software users to prioritize and strategize accordingly. More isn\u2019t always more when it comes to value-added services. It\u2019ll be important to carefully curate your offerings making your software irresistible to your customers.\u00a0\u00a0<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-custom-container bg-transparent mt-0 mb-0 pt-12 pb-12\" style=\"background-image:url(https:\/\/platforms.worldpay.com\/wp-content\/uploads\/2025\/01\/Mask-group.png);background-size:cover\"><div class=\"container\"><div class=\"columns-block max-w-2000\" id=\"columns-block_32ae751117b3041eacb858b44f3e45d0\">\n    <div class=\"flex flex-wrap columns-block-container -mx-5 -mt-12 justify-start\">\n<div class=\"column-block flex flex-col mt-12 px-5  w-full md:w-full lg:w-full xl:w-full\"\n    id=\"column-block_f275055baf309e0fa6d530b2b4369b32\" >\n    <div class=\"flex flex-col flex-grow rounded-xl relative  bg-transparent items-start justify-start\">\n\n<h2 class=\"wp-block-heading has-white-color has-text-color has-link-color mb-0 wp-elements-dadebbec63d552a8ad912a88282a7486\">Meet with a payments expert<\/h2>\n\n<\/div>\n<\/div>\n\n\n<div class=\"column-block flex flex-col mt-12 px-5  w-full md:w-full lg:w-full xl:w-full\"\n    id=\"column-block_f275055baf309e0fa6d530b2b4369b32\" >\n    <div class=\"flex flex-col flex-grow rounded-xl relative  bg-transparent items-start justify-start\">\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-white-color has-blue-default-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/platforms.worldpay.com\/en\/get-started\">Get in touch<\/a><\/div>\n<\/div>\n\n<\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/div><\/div>\n\n<\/div>\n            <\/div>\n            <div class=\"w-full mt-8 lg:px-4 lg:max-w-96 lg:order-1\">\n                <div class=\"w-full lg:sticky lg:top-36\">\n                                                                <div class=\"w-full p-6 bg-purple-200 rounded-lg\">\n                            <p class=\"font-bold text-[17px] mb-3 lg:text-[25px]\">\n                                Table of Contents\n                            <\/p>\n                            <div class=\"blog-contents-container\">\n                                                                    <a class=\"relative flex w-full py-4 !no-underline\" href=\"#benefits-of-value-added-services-for-software-companies\"\n                                        x-on:click.prevent=\"changeTab('benefits-of-value-added-services-for-software-companies')\">\n                                        <span\n                                            class=\"mr-4\">01\n                                        <\/span>\n                                        Benefits of value-added services for software companies\n                                        <span\n                                            class=\"absolute bottom-0 transition-all duration-300 left-0 w-full h-[1px] bg-grey\"\n                                            :class=\"tab === 'benefits-of-value-added-services-for-software-companies' ?\n                                                'bg-purple h-[3px]' :\n                                                'bg-grey'\">\n                                        <\/span>\n                                    <\/a>\n                                                                    <a class=\"relative flex w-full py-4 !no-underline\" href=\"#verticalized-software-companies-have-a-unique-opportunity-with-vas\"\n                                        x-on:click.prevent=\"changeTab('verticalized-software-companies-have-a-unique-opportunity-with-vas')\">\n                                        <span\n                                            class=\"mr-4\">02\n                                        <\/span>\n                                        Verticalized software companies have a unique opportunity with VAS\n                                        <span\n                                            class=\"absolute bottom-0 transition-all duration-300 left-0 w-full h-[1px] bg-grey\"\n                                            :class=\"tab === 'verticalized-software-companies-have-a-unique-opportunity-with-vas' ?\n                                                'bg-purple h-[3px]' :\n                                                'bg-grey'\">\n                                        <\/span>\n                                    <\/a>\n                                                                    <a class=\"relative flex w-full py-4 !no-underline\" href=\"#popular-value-added-services-that-get-us-excited\"\n                                        x-on:click.prevent=\"changeTab('popular-value-added-services-that-get-us-excited')\">\n                                        <span\n                                            class=\"mr-4\">03\n                                        <\/span>\n                                        Popular value-added services that get us excited\n                                        <span\n                                            class=\"absolute bottom-0 transition-all duration-300 left-0 w-full h-[1px] bg-grey\"\n                                            :class=\"tab === 'popular-value-added-services-that-get-us-excited' ?\n                                                'bg-purple h-[3px]' :\n                                                'bg-grey'\">\n                                        <\/span>\n                                    <\/a>\n                                                                    <a class=\"relative flex w-full py-4 !no-underline\" href=\"#finding-value-in-value-added-services-and-baking-them-into-your-strategy\"\n                                        x-on:click.prevent=\"changeTab('finding-value-in-value-added-services-and-baking-them-into-your-strategy')\">\n                                        <span\n                                            class=\"mr-4\">04\n                                        <\/span>\n                                        Finding value in value-added services and baking them into your strategy\n                                        <span\n                                            class=\"absolute bottom-0 transition-all duration-300 left-0 w-full h-[1px] bg-grey\"\n                                            :class=\"tab === 'finding-value-in-value-added-services-and-baking-them-into-your-strategy' ?\n                                                'bg-purple h-[3px]' :\n                                                'bg-grey'\">\n                                        <\/span>\n                                    <\/a>\n                                                            <\/div>\n                        <\/div>\n                                        <div class=\"flex flex-wrap items-center w-full gap-2 p-6\">\n                    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