When the Squire cofounders started fundraising for their barbershop tech platform, they got pushback on the vertical SaaS model. Would the market be large enough? But the business vision—and their granular focus—has paid off, with 2,000+ partners in over 40 major markets. We cover why payments must be the centerpiece of a vertical SaaS strategy, why SMB customers are more similar to consumers than enterprise, how Covid encouraged digital adoption, and more.