What Fullsteam LLC does

Fullsteam LLC is a privately held, private-equity-backed software acquirer and payments platform founded in 2018 and headquartered in Auburn, Alabama, with a secondary headquarters in Atlanta. The company acquires and operates vertical-specific business management software companies and embeds its own payments, merchant capital, digital marketing, and insurance services into each acquired platform. As of 2024, Fullsteam owns 50+ software brands serving more than 60,000 businesses across 11+ industry verticals — including ERP/industrial, wine, transportation, hospitality, automotive, retail, health and wellness, self-storage and marina, weddings and events, field services, and associations. The company employs 2,100+ people and operates in the United States and Canada.

The Fullsteam Platform is a cloud-first payments infrastructure registered as a Visa PayFac with PCI certification, purpose-built for vertical software integration rather than generic merchant processing. Its technology stack bundles four embedded solutions: payments processing (transaction-fee revenue), merchant capital (an AI-underwritten cash advance program operated with Parafin that has exceeded $125 million in financing since September 2022), digital marketing services, and industry-specific insurance — the latter launched in 2024 as the platform's newest revenue line. The company does not disclose pricing; enterprise contracts are quote-based and billed monthly, varying by vertical software product and selected modules.

Fullsteam's business model combines subscription revenue from its portfolio of vertical SaaS brands with transaction-based revenue from embedded payments and merchant capital. Go-to-market is executed through three reinforcing motions: a direct M&A origination channel targeting vertical software founders, channel and OEM-style distribution of embedded financial services through the 50+ portfolio brands, and product-led growth where software companies white-label Fullsteam's payments, capital, marketing, and insurance offerings. Capital structure is anchored by Sixth Street (2021 minority investment) and a 2023 recapitalization led by Aquiline Capital Partners with a subsidiary of the Abu Dhabi Investment Authority. Revenue is not publicly disclosed, but the company has reported 40% Annual Recurring Revenue growth in 2024, more than doubled its revenue base in 2022, and ranks #28 among top U.S. merchant acquirers on the Nilson Report.

Name

Fullsteam LLC

Legal name

Fullsteam Operations LLC

Website

http://fullsteam.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fullsteam acquires and operates vertical-specific business management software companies, embedding payments, merchant capital, digital marketing, and insurance into its platform. The company serves 60,000+ small and mid-sized businesses across 11+ industry verticals through 50+ owned software brands.

Ownership category

akta.pro rank

Product category

Vertical Software & Integrated Payments

NAICS

Software Publishers (51321), Sales Financing (52222), Agencies, Brokerages, and Other Insurance Related Activities (5242), Finance and Insurance (52)

SIC

Miscellaneous Business Credit Institution (6159), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Vertical-Specific Merchant Acquirers (e.g., Hospitality, Healthcare, Education) (FSAMABAG)

akta.pro secondary industry

Omnichannel Acquirers (Unified In-store + Online) (FSAMABAH)

Keywords

• Vertical software solutions
• Embedded payments processing
• Merchant capital advances
• Vertical business management
• Integrated payments platform

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software Subscriptions: Fullsteam generates recurring revenue through subscriptions to its vertical-specific business management software across 11+ industry verticals including ERP, hospitality, automotive, retail, healthcare, storage, transportation, and more.
2. Payment Processing: Revenue generated from payment processing fees as a registered Visa PayFac. The company processes payments across all its vertical software platforms, generating transaction-based fees.
3. Merchant Capital: Revenue from providing embedded capital advances to merchants, with repayment tied to daily sales. The program exceeded $125 million in financing for small businesses.
4. Insurance Offerings: Industry-specific insurance products embedded within software platforms, creating new revenue streams for both Fullsteam and its software company portfolio.
5. Digital Marketing Services: Turnkey, high-ROI marketing services including websites, ads, email, and text campaigns offered to customers through the platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fullsteam acquires and operates vertical-specific business management software companies and embeds payments processing, merchant capital, digital marketing services, and insurance offerings directly into those software platforms. The company serves 60,000+ businesses across 11+ industry verticals including ERP, hospitality, automotive, retail, healthcare, wine, transportation, storage, weddings/events, field services, and associations.

Product overview

Fullsteam operates as a platform-plus-acquired-brands architecture, providing integrated business management software and payments technology across 12 vertical markets. The core Fullsteam Platform embeds Payments Processing, Digital Marketing Services, Merchant Capital, and Insurance as white-labeled solutions into 50+ acquired vertical-specific software brands. Key acquired brands span: ERP (PIC Business Systems, SOS Inventory, PrintReach, ShopVOX, ShopWorks, RMI), Wine (Commerce7, Wine Pulse), Transportation (Limo Anywhere, GroundWidgets, netPark, Zephire), Hospitality (Maestro PMS, Silverware, Club Prophet, The Flybook, Arryved), Automotive (ISI Software, Urable, Tint Wiz, WelcomeMat, AutoFluent), Retail (RICS, EPass Software, RB Retail & Service Solutions, Party Center Software, RunFree Project), Health & Wellness (EZ Claim, EyeCloudPro, Rosy Salon Software, AURA SalonWare, UnifiedPractice), Storage & Marina (Storage Commander with SC Pay, Building On Great Insurance Agency, Speedy Dock), Weddings & Events (Bridal Live, AislePlanner Pro, Total Party Planner), Field Services (ERS, Evolve, Vonigo, DRS, Bluefolder), and Associations (ACGI Software, StarChapter, Enrollware, Euclid Technology). The platform achieves Visa PayFac registration and PCI certification for payment processing.

Differentiator

Problem solved

Functional benefit

Products and services

• Fullsteam Platform Central embedded solutions platform that integrates payments processing, digital marketing services, insurance, merchant capital, and AI-powered offerings into vertical software products for software companies and their end customers.
• Payments Processing Highly scalable, cloud-based payment processing built directly into vertical software products, enabling seamless acceptance of online, in-person, and mobile payments across all vertical markets.
• Merchant Capital Branded cash advance solution providing fast access to capital with no interest, no credit checks, and flexible repayment tied to daily sales, embedded into vertical software platforms via AI underwriting.
• Insurance Industry-specific insurance offerings that protect customers while creating new revenue streams for software companies, designed to be easily embedded into vertical software platforms.
• Digital Marketing Services Turnkey, high-ROI marketing services including websites, ads, email, and text marketing tailored to each industry vertical, offered to customers through Fullsteam's portfolio software brands.
• ERP Solutions Diverse Enterprise Resource Planning solutions for industrial, print, home, and manufacturing industries, serving window covering, aggregates facilities, cable and wire distribution, trailer leasing, equipment rental, inventory management, print shops, custom fabrication, and janitorial & supply distribution.
• Maestro PMS Cloud-hosted property management system for boutique hotels, independent hospitality groups, and resorts.
• Silverware Advanced hospitality technology for restaurant POS, hotel dining, and food service operations.
• Club Prophet Club and recreation management software for golf courses, private clubs, and tour operators.
• The Flybook Activity booking and experience management platform for tour operators and recreation businesses.
• Arryved Point-of-sale solution for breweries and restaurants.
• Commerce7 DTC wine commerce and tasting room management platform for wineries.
• Wine Pulse Wine club and tasting room solutions.
• Limo Anywhere Ground transportation and limousine management software.
• netPark Parking management solutions for off-airport and specialty parking.
• ISI Software Automotive repair shop management for cars and heavy-duty trucks.
• Urable Field services and automotive detailing software platform.
• RICS Retail point-of-sale and specialty store management for running, athletic, medical, uniform, pool and spa, and climbing gyms.
• EPass Software Retail and service solutions for specialty merchants.
• Storage Commander Self-storage facility management for independent and multi-location facilities.
• Speedy Dock Marina and boat management solutions for dry stack storage and boat clubs.
• Bluefolder Field service management for pest control, lawn care, HVAC, and cleaning services.
• Vonigo Field service management and scheduling platform.
• Event Rental Systems (ERS) Event rental management for equipment, party supplies, and commercial maintenance.
• Bridal Live Cloud-based bridal shop management and planning software.
• Total Party Planner Event planning and catering management software.
• EZ Claim Medical billing software for healthcare practices.
• EyeCloudPro Optical POS and practice management for retail optical and optometry clinics.
• Rosy Salon Software Salon management software for hair salons and spas.
• StarChapter Membership and event management for trade associations and local chapters.
• ACGI Software Association management software for national trade associations and nonprofits.
• Maestro Touch Tablet-based front desk solution for hotel operators enabling contactless check-in and mobile operations, part of the Maestro PMS hospitality platform.
• SC Navigator Management Platform Management platform for self-storage operators, launched in collaboration with multiple self-storage software providers.

Quantifiable outcome

• 45% reduction in expense processing time for Fullsteam operations using Brex
• +6 more outcomes

Named customers7 records

Segments13 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability1 record

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• BrexcoreTechnology or Integration · 10 December 2025Fullsteam implemented Brex's corporate cards, travel and expense management platform across its multi-entity organization. The implementation resulted in 45% reduction in expense processing time and decreased average expense submission and approval cycle from 11 days to 6 days. The platform enabled Fullsteam to avoid additional headcount as it scaled through acquisitions.
• ParafincoreStrategic or Co-development Partner · 1 September 2022Parafin and Fullsteam launched a joint embedded capital program utilizing Parafin's AI-powered underwriting model. The program provides tailored financial solutions to merchants with no interest and no credit checks. Since September 2022, the program has exceeded $125 million in financing for small businesses, with 70% of funded merchants applying for more capital.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Block (Square): Broad payments and software platform (Square, Cash App). Competes in SMB payments and adjacent software, with much larger scale and balance sheet.
• Fiserv: Large incumbent payment processor and merchant acquirer (Clover, First Data). Competes head-to-head in U.S. payments volume and dwarfs Fullsteam in scale and capital.
• Global Payments: Top-tier global merchant acquirer and software provider. Relevant as a payments-scale benchmark and a potential strategic acquirer of Fullsteam at exit.

Direct peers

• Shift4 Payments: Independent payments processor and vertical software acquirer serving hospitality, restaurants, and hotels. Direct competitor in the embedded-payments-for-vertical-software category.
• ServiceTitan: Vertical SaaS for trades and field services (HVAC, plumbing, etc.) with embedded payments. Overlaps with Fullsteam's field services portfolio (Vonigo, Bluefolder, ERS).
• Lightspeed Commerce: Vertically-focused commerce and payments platform for retail, restaurants, and golf. Overlaps directly with Fullsteam's retail POS (RICS) and hospitality (Club Prophet) verticals.
• SpotOn: SMB-focused vertical SaaS and payments platform covering restaurants, retail, and services. Closely comparable in customer size, multi-vertical breadth, and embedded-payments strategy.
• ParTech (PAR): Restaurant POS and payments company. Direct overlap with Fullsteam's hospitality (Silverware) and adjacent restaurant-tech vertical.
• Mindbody (ClassPass-owned): Vertical SaaS for wellness, beauty, and fitness. Directly comparable to Fullsteam's health & wellness portfolio (Rosy, AURA, UnifiedPractice).
• Toast: Restaurant-focused vertical SaaS with deeply embedded payments. Closest single-vertical analogue to Fullsteam's hospitality franchise (Maestro, Silverware, Arryved) and a benchmark for the SaaS+payments model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fullsteam-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries17 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fullsteam LLC