When we started, I think it was really important for us to decide what we felt like we needed to own and what we could, you know, kind of rent, so to speak.

You know, sometimes people talk to talk about this as like always or never kind of statements.

Certainly we had to work through those internally to determine where we were going to invest our time and resources.

Ideally, you're in a scenario where you're investing the vast majority of your time and resources into those areas that you identify as you're always.

Then you're able to kind of go faster by renting other technology.

I'm Casey Kipfer, co-founder and chief payments officer at Justify.

This is Code Story, the podcast bringing you interviews with tech visionaries who share in the critical moments of what it takes to change in industry and build and lead a team that has your back.

I'm your host, Noah Labhart, and today how Casey Kipfer is creating the company to 5X your revenue through embedded fintech and payment for solutions.

All this and more on Coat Story.

Casey Kipfer is a family man. He's married with three kids and there's a lot of excitement and noise at his house, which he says is

wonderful. He enjoys golfing and fishing and tries to spend as much time outside as possible.

He enjoys spending time with his brother playing hockey in the winter. They also worked together

for around 12 years at a prior venture. Through their collective knowledge, Casey and his team

have found that customers have a need for solid in-house expertise to support a payments ecosystem.

And technically speaking, customers need an orchestration layer to abstract multiple partners and services behind the scenes.

This is the creation story of Justify.

Thank you. This is the creation story of Justify. So we exist to accelerate potential, specifically the payments in fintech potential that

exist within vertical platforms and marketplaces.

We believe that every company, every platform needs three things to really

meet their potential within the payments in fintech space. That is a sub-account architecture,

an orchestration layer, and a team. And so what we find is that most companies, most founders

or leaders are leveraging some kind of sub-account architecture today,

...