FAQ

Asset is founded and operated by a small team with extensive experience building accounting products for SMBs and vertical SaaS platforms. We are venture-backed and focused solely on embedded accounting for vertical SaaS and fintech.

Anything from a lightweight P&L widget to a complete bookkeeping and accounting suite. Because the ledger and categorization engine are modular and API-first, you expose only what fits your product. You can also layer on AI agents that tap into the clean, structured financial data.

Yes. Our hosted web app can be lightly branded to match your look and feel, and if you choose the Embedded path you control every pixel of the customer experience. The bookkeeping service itself is fully white-labelable.

No. You can provide software-only tools, use your own bookkeeping team, or leverage Asset’s North-America-based bookkeeping service. Mix and match by SMB segment.

Direct (hosted): We deliver a white-label version of Asset’s web app for your brand. You can start onboarding customers in one to two days and add API or notification hooks whenever you are ready.

Embedded (in-app): Embed our APIs directly and render the experience inside your product for a fully native feel. A dedicated solutions architect partners with your team on scope, design, and QA. A focused MVP typically reaches production in two to four weeks.

Many platforms launch with Direct to validate demand, then migrate to Embedded for a seamless experience.

Asset is a full general ledger that replaces external accounting tools. By integrating Asset into your current fintech offerings, your customers will no longer have to export data into any third party platform. Your customers can even receive full-service accounting and bookkeeping support if they prefer. 

There are two paths: (1) direct feeds through our ingestion APIs and webhooks, and (2) pre-built connectors to financial APIs such as Plaid and Stripe, plus payroll and commerce platforms. New connectors usually go live in days.

Asset is SOC 2 Type II certified. Asset employs bank-grade encryption (TLS 1.3 in transit, AES-256 at rest) and a zero-trust architecture. Data is stored and processed exclusively in North-American AWS regions; we never offshore bookkeeping work or data handling. Enterprise customers can opt for single-tenant deployments for additional isolation.

You and your SMB customers own the data. Full ledger and document exports are available at any time via API or CSV.

From day one, our Enablement team helps craft your go-to-market plan, covering positioning, pricing guidance, sales scripts, and demo environments, so you are ready to sell as soon as you go live. After launch, we stay engaged with joint success reviews, collateral updates, and ongoing training.