Ryan Ragland unpacks what B2B finance can learn from consumer tech, why embedded finance is the new distribution channel and how legacy lenders can catch up — without losing their edge.
In a recent episode of the Monitor Podcast, Editor in Chief Rita E. Garwood sat down with Ryan Ragland, VP of Enterprise Solutions at Valiant Finance, to talk about the accelerating transformation in B2B finance. From the misunderstood concept of “consumerization” to the promise of AI and embedded finance, Ragland offers grounded insights, real-world frustrations and a clear message to lenders: speed, transparency and smart orchestration aren’t optional anymore — they’re the baseline.
Rita Garwood: Can you tell us a little bit about yourself to get started?
Ryan Ragland: Absolutely. I’m the VP of Enterprise Solutions at Valiant Finance. We help OEMs, distributors and lenders modernize workflows by connecting quoting, credit and funding into one intelligent experience.
Garwood: Let’s talk about the “consumerization” of B2B finance. What does that really mean, and what do people often get wrong?
Ryan: People think it means making everything simple. That’s not it. It’s about making complexity invisible to the end user. You can keep your compliance and structure, but the experience should feel intuitive and instant. We’re all used to getting a mortgage in sweatpants on the couch. Consumerization means bringing that speed and transparency into B2B—not copying consumer finance, but meeting the expectations consumer tech has hardwired into us.
Garwood: What got you into this space?
Ragland: Frustration. As an entrepreneur, I could finance a car or a burrito online in minutes, but trying to get $25K for managed services for a business? It’s a paper chase. Finance is an afterthought in B2B. Yet buyers don’t stop being consumers when they go to work. That gap between what’s possible and what’s normal in B2B finance is way too wide.
Garwood: Some argue that B2B is too complex and relationship-driven to be consumerized. How do you respond to that?
Ragland: I don’t disagree — relationships matter. But speed and transparency still matter too. AI lets us automate the mundane so we can focus more on the meaningful, which is the relationship. But no matter how much I like you, I’m not waiting five days for a finance quote. There are too many great people out there offering speed and connection. You have to bring both.
Garwood: As a consumer, I get annoyed when a company forgets I’m already their customer. Can technology help fix that?
Ragland: Absolutely. Any friction point creates anxiety. And anxiety in B2B is heavier because it’s tied to opportunity. If you’re trying to scale or expand and there’s a hiccup, it can feel like doom. That’s why automation and orchestration are so critical. The most expensive thing a lender can do right now is nothing. Standing still means falling behind.
Garwood: So how do you reduce that friction for the borrower?
Ragland: Start where the buyer is. Right now, finance starts with an application—way too late. The finance journey of the future starts with intent: a quote request, a product page view. Orchestrate from that point. Communicate across the ecosystem in real-time. Silence causes anxiety. Like in a relationship, when someone says “nothing’s wrong,” but you know something is. Same thing in finance. Orchestration removes that fear.
Garwood: Let’s dig into embedded finance. What does it really mean?
Ragland: In our industry, embedded finance means meeting the buyer where they already are. Put finance tools inside CPQs, e-commerce sites, distributor portals—anywhere they’re shopping. Right now, finance is an afterthought. It should be embedded directly in the quote: “Here’s your price, here are your financing options.” That’s how we increase basket size and speed up decisions. It mirrors how you finance a Frappuccino or sneakers — it’s there when the intent is highest.
Garwood: That sounds a lot like consumer tech.
Ragland: Exactly. I taught my 14-year-old about credit by financing a Frappuccino. The option was right there at checkout. That’s where B2B finance needs to be — available at the point of intent.
Garwood: What about AI and automation — what’s your overall take?
Ragland: AI won’t replace credit officers. It’s not making decisions alone — it’s helping humans make better decisions faster. It speeds up underwriting, flags fraud, extracts data, and allows people to focus on nuance. The real magic is in orchestration — getting the right info to the right person at the right time. It’s not about removing complexity — it’s about hiding it behind the curtain and delivering a seamless front-end experience.
Garwood: Fintechs seem ahead of the curve. What can legacy institutions learn from them?
Ragland: Fintechs lead with experience and speed to value. They build credit policy into a smooth experience. Legacy players often do the reverse — they build the policy first, then try to bolt on an experience. Fintechs automate the obvious and personalize the rest. Traditional lenders don’t need to copy fintechs, but they should adopt their agility. Test, iterate, and build better processes.
Garwood: That’s easier said than done. What steps can legacy lenders take now?
Ragland: Start small. Eat the elephant one bite at a time. Pick one customer journey and find 2–3 friction points — then remove them. Focus on orchestration. How do you connect existing systems to make things flow faster? And partner with the right tech providers — people who can plug innovation into your infrastructure without disrupting risk frameworks. Don’t wait for the market to force your hand. Customers are already looking for this.
Garwood: Final takeaway — if listeners remember one thing, what should it be?
Ragland: Embedded and frictionless finance isn’t a feature — it’s the new distribution channel. You have to be in every channel at once, orchestrating across them, and reducing friction. This isn’t a fad. We’ve talked about it for a decade, but now the tech is here. The train is moving fast. The most expensive move you can make is doing nothing.
Garwood: That’s a strong note to end on. Ryan, thanks so much for the conversation.
Ragland: Thank you, Rita. I really enjoyed it.
