Fresh off the conversations and themes that shaped the 2026 Partner Forum; software providers had the opportunity to hear from one of the technology industry’s most influential thinkers - Geoffrey Moore.
Moore is a best-selling author and renowned technology strategist, best known for Crossing the Chasm, a framework that has helped generations of technology companies understand how innovations move from early adopters to the mainstream. His work has shaped how software companies think about growth, adoption and market leadership for decades.
His message during the 2026 Partner Forum’s keynote was both timely and reassuring. Despite all the headlines about generative AI disrupting industries, software platforms remain at the center of where value will be created.
Moore suggested that AI’s success depends on the very systems and infrastructure software companies have spent years building.
AI is only as powerful as the systems behind it
When most people think about AI, they think about language models. Moore encouraged software leaders to think bigger.
Large language models may generate answers, but they cannot generate trust, context or business outcomes on their own. To be useful, AI needs reliable data, governance and systems that help it operate safely within real-world business environments.
Moore described this as the “harness” around AI.
For software providers, this is an important distinction. Systems of record contain the operational data businesses rely on every day. They provide the context AI needs to be accurate; plus the guardrails organizations require to use it confidently.
This is especially relevant in payments and financial operations. Businesses cannot afford uncertainty or inconsistencies when money is moving. Software platforms that sit at the center of critical financial workflows have a meaningful advantage when it comes to introducing AI in ways their customers can trust.
Why every platform should consider an “Ask me anything” strategy
One of Moore’s most compelling observations was centered on the user experience.
Just as graphical interfaces changed how people interacted with their computers, conversational interfaces are having a similar effect on how people interact with their business management software. Increasingly, software users expect technology to answer questions, guide decision making and surface insights without requiring them to navigate menus or search through dense documentation.
Moore challenged providers to think about what an “Ask me anything” experience could look like within the software experience.
For platforms, that opportunity extends far beyond customer support. As software providers expand into embedded financial services, AI can become a powerful way to help customers understand their businesses, identify opportunities and act strategically.
Imagine your customer asking:
- Why are payment volumes going down this month?
- Which locations have the highest payment adoption?
- How can I improve my cash flow?
- Which customers are most likely to benefit from financing options?
Software already contains much of the data needed to answer these business-critical questions. AI simply creates a more intuitive way to access them.
Meet customers where they are
Moore also revisited one of his most enduring ideas – technology adoption happens at different speeds across different audiences.
For Moore, success is not about pushing customers toward innovation as quickly as possible. It is about understanding where they are and helping them move forward at a pace that matches their level of comfort and readiness.
While innovators and early adopters may be eager to experiment with emerging technologies, most small and midsized businesses need to see proven value before embracing change. They want trusted references, practical use cases and confidence that a solution will improve their business.
For software providers, this reinforces the importance of deep vertical expertise.
Platforms that understand the day-to-day realities of the industries they serve are often best positioned to bridge the gap between innovation and adoption. They can introduce new capabilities, including AI and financial services, in ways that align naturally with existing workflows and customer needs.
The biggest growth opportunity may already be in your customer base
Moore encouraged software providers to look beyond customer acquisition and focus on delivering more value to the customers they already serve. He described this as unlocking “trapped value” - inefficiencies, operational friction, cash flow challenges or unmet business needs that may be holding current customers back.
For many platforms, payments and embedded financial services represent one of the clearest opportunities to do exactly that.
Whether it is helping customers get paid faster, access working capital, streamline money management or improve cash flow visibility, financial solutions can solve meaningful business problems while creating new revenue streams for the platform.
The result is a stronger customer relationship, greater retention and increased wallet share, all while helping customers operate more effectively.
What it means for software platforms
Moore’s keynote speech at the 2026 Partner Forum served as an important reframe at a time when AI conversations often focus on what and who technology might replace.
The bigger opportunity for platforms lies in what technology can enhance.
Software platforms already possess many of the assets that AI needs to succeed – trusted customer relationships, industry expertise, operational workflows and valuable business data. The companies that pair those strengths with thoughtful AI-driven experiences will be well positioned to create the next generation of customer value.
As the software industry continues to navigate both AI and embedded finance, Moore’s message to platforms was clear. The future does not belong to companies chasing every new trend. It belongs to those that use innovation to solve real customer problems, unlock new sources of value and make the business management platforms companies already rely on even more indispensable.
The Global Payments for Platforms resource library explores how leading software companies are using AI, embedded payments and financial solutions to unlock new revenue streams, strengthen customer relationships and create better business outcomes.
Explore the resource library to discover practical strategies, industry insights and real-world examples of platform-led growth fueled by payments.