It's not so much pivoting as conglomeration. The end-goal of all these companies is to be "the point-of-contact a small-business-owner has for everything their business does that's not making their product." (In other words, to act as a PE firm or bigcorp acquirer without needing to do any actual acquiring.)
The main method of achieving this goal, from the starting point of having any one "component" of such an offering, is merging with other companies that provide other components, or integrating others' components into your own as a "suite" or "dashboard", or selling a "concierge" service that recommends others' services, etc etc.