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Deserve Inc.

Full company profile

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Namestring
Deserve Inc.
Websiteurl
deserve.com
Company typeenum
Private
Founded yearint
2013
Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
51–100
akta.pro rankint
HeadquartersPalo Alto, United States
HQ citystring
Palo Alto
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices2 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
card issuing platform, credit card software, fintech infrastructure APIs, embedded card programs, digital card issuance
Industry4 codes
1Card Issuing Platforms (Issuer Processing)
CodeFSAGABADPrimaryYes
2Virtual / Digital-First Credit Cards
CodeFSAKABAKPrimaryNo
3Embedded Card Issuing & Card-as-a-Service
CodeFSAGALACPrimaryNo
4Card Issuing & Program Management Platforms
CodeBPAMAFAHPrimaryNo
NAICS code1 code
  • Credit Card Issuing52221
SIC code1 code
  • Personal Credit Institutions6141
Product category
Card Issuing Platform
GTM motion3 records

Each record includes

Type, Description, Source

Revenue model2 records
1API and SDK Licensing
TypeLicensing Royalties
Description

Deserve provides API- and SDK-enabled credit card solutions to financial institutions, fintechs, and brands, generating revenue through technology licensing and platform fees for access to its digital-first credit card infrastructure.

finsmes.com
2Credit Program Facilitation
TypeSubscription Recurring
Description

The company expands credit programs for financial institutions, fintechs, and SMBs, likely generating revenue through program management fees, transaction processing, or revenue-sharing arrangements on credit card portfolios.

ow.ly
Marketing channels1 record

Each record includes

Title, Type, Stage, Description, Source

Distribution channels3 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

Deserve Inc. operates a digital-first credit card platform built on APIs and SDKs that enables financial institutions, fintechs, and brands to launch branded credit card programs. The platform supports instant credit issuance, scalable program management, and integrations with Visa and Mastercard networks, including crypto rewards credit card capabilities.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 2 values shown
  • Platform enables instant credit issuance for faster cardholder onboarding
+1 more record
Product overview1 text field

Deserve offers a digital-first credit card software platform with API and SDK integrations. The core product is the Digital First Card, a mobile-centric credit card solution that enables instant credit issuance. The platform supports partnerships with financial institutions, fintechs, and brands, providing scalable credit card programs through APIs and SDKs.

Product and service2 records
1Digital First Card
CategoryCredit Card Product
2Credit Card Software Platform
CategoryCard Issuing Software
Scale indicator3 records

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Visa
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2021-10-27
Description

Deserve received an investment from Visa and partnered on initiatives including crypto rewards credit cards. Visa's investment and partnership enable Deserve to expand offerings to financial institutions, fintechs, and brands. Deserve provides digital-first credit card services using APIs and SDKs through this partnership.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Peers10 records
1Galileo Financial Technologies
TypeDirect peer
Description

Galileo, owned by SoFi, is a card-issuing and payments processing platform serving fintechs and FIs via APIs. It is one of the largest direct competitors to Deserve in API-driven card issuance and program management.

2Unit
TypeEmerging player
Description

Unit is a banking-as-a-service platform with built-in card-issuing capabilities, serving fintechs and brands via APIs. It overlaps with Deserve on the embedded card-issuing infrastructure layer for digital-first programs.

3Marqeta
TypeDirect peer
Description

Marqeta is the leading publicly-traded modern card-issuing platform providing API-based infrastructure for fintechs, brands, and FIs to launch and manage card programs. Like Deserve, it targets digital-first card issuance at scale, making it the most direct comparable.

4Lithic
TypeDirect peer
Description

Lithic provides APIs for issuing virtual and physical credit, debit, and prepaid cards to fintechs and banks. It targets the same developer-led, embedded-finance customer base as Deserve with a comparable infrastructure model.

5Stripe Issuing
TypeDirect peer
Description

Stripe Issuing is an API-first platform that enables businesses and platforms to create and manage virtual and physical cards. It competes directly with Deserve's core API/SDK card-issuance offering for fintech and platform customers.

6Fiserv
TypeBroad incumbent
Description

Fiserv provides card-issuing, processing, and program management solutions to FIs and fintechs, including through its Finastra and Output Solutions franchises. It is a broad incumbent competing with Deserve in the card-issuance processing space.

7FIS
TypeBroad incumbent
Description

FIS is a large legacy financial technology provider offering card-issuing processors and program management platforms used by traditional banks and FIs. It serves the same end customers as Deserve but via incumbent legacy infrastructure rather than API-first architecture.

8Adyen
TypeBroad incumbent
Description

Adyen is a global payments platform offering card acquiring, processing, and increasingly issuing services to large enterprises. While broader than Deserve, it competes at the infrastructure level for high-volume card programs.

9Cross River Bank
TypeOthers
Description

Cross River is a sponsor bank providing banking infrastructure, lending, and card-issuing-as-a-service to fintechs. It is both a Deserve capital partner (credit facility) and a competitor enabling similar embedded credit card products for fintechs.

10Treasury Prime
TypeEmerging player
Description

Treasury Prime is a banking-as-a-service platform connecting fintechs with bank partners and offering embedded card issuance among other banking products. It competes for the same fintech and brand customer segment as Deserve.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment4 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
Yes

Docs URL, Description

Integration1 record

Each record includes

Title, Type, Description, Source

AI maturity
App detail

Has app

Feature3 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles5 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds11 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors23 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Deserve Inc.

Card Issuing Platformdeserve.com

Deserve Inc. firmographics

Firmographics
Name
Deserve Inc.
Website
https://deserve.com
Company type
Private
Founded year
2013
Operating status
Operating
Headcount range
51–100 employees
Ownership category
akta.pro rank

Deserve Inc. industry classification

Industry
Product category
Card Issuing Platform
NAICS
Credit Card Issuing (52221)
SIC
Personal Credit Institutions (6141)
akta.pro primary industry
Card Issuing Platforms (Issuer Processing) (FSAGABAD)
akta.pro secondary industries
Virtual / Digital-First Credit Cards (FSAKABAK), Embedded Card Issuing & Card-as-a-Service (FSAGALAC), Card Issuing & Program Management Platforms (BPAMAFAH)

Keywords

  • Card issuing platform
  • Credit card software
  • Fintech infrastructure APIs
  • Embedded card programs
  • Digital card issuance

Where Deserve Inc. is headquartered

Location

Headquarters

HQ city
Palo Alto
HQ country
United States
HQ region
North America

Offices2 records

Markets served

Deserve Inc. business model

Business model
GTM type
B2B
Offering type
Software
Cost components
Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

  1. API and SDK Licensing: Deserve provides API- and SDK-enabled credit card solutions to financial institutions, fintechs, and brands, generating revenue through technology licensing and platform fees for access to its digital-first credit card infrastructure.
  2. Credit Program Facilitation: The company expands credit programs for financial institutions, fintechs, and SMBs, likely generating revenue through program management fees, transaction processing, or revenue-sharing arrangements on credit card portfolios.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels1 record

Deserve Inc. product offering

Product offering

Core offering

Deserve Inc. operates a digital-first credit card platform built on APIs and SDKs that enables financial institutions, fintechs, and brands to launch branded credit card programs. The platform supports instant credit issuance, scalable program management, and integrations with Visa and Mastercard networks, including crypto rewards credit card capabilities.

Product overview

Deserve offers a digital-first credit card software platform with API and SDK integrations. The core product is the Digital First Card, a mobile-centric credit card solution that enables instant credit issuance. The platform supports partnerships with financial institutions, fintechs, and brands, providing scalable credit card programs through APIs and SDKs.

Differentiator

Problem solved

Functional benefit

Products and services

  • Digital First Card
  • Credit Card Software Platform

Quantifiable outcome

  • Platform enables instant credit issuance for faster cardholder onboarding
  • +1 more outcomes

Companies that use Deserve Inc.

Customer profile

Segments4 records

Ideal customer profiles2 records

Deserve Inc. technology and API

Technology

Technology focussed Yes

API detail

Has API
Yes
API docs
API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Deserve Inc. partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

  • VisacoreStrategic or Co-development Partner · 27 October 2021Deserve received an investment from Visa and partnered on initiatives including crypto rewards credit cards. Visa's investment and partnership enable Deserve to expand offerings to financial institutions, fintechs, and brands. Deserve provides digital-first credit card services using APIs and SDKs through this partnership.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Deserve Inc. competitors and assessment

Company assessment

Direct peers

  • Galileo Financial Technologies: Galileo, owned by SoFi, is a card-issuing and payments processing platform serving fintechs and FIs via APIs. It is one of the largest direct competitors to Deserve in API-driven card issuance and program management.
  • Marqeta: Marqeta is the leading publicly-traded modern card-issuing platform providing API-based infrastructure for fintechs, brands, and FIs to launch and manage card programs. Like Deserve, it targets digital-first card issuance at scale, making it the most direct comparable.
  • Lithic: Lithic provides APIs for issuing virtual and physical credit, debit, and prepaid cards to fintechs and banks. It targets the same developer-led, embedded-finance customer base as Deserve with a comparable infrastructure model.
  • Stripe Issuing: Stripe Issuing is an API-first platform that enables businesses and platforms to create and manage virtual and physical cards. It competes directly with Deserve's core API/SDK card-issuance offering for fintech and platform customers.

Emerging players

  • Unit: Unit is a banking-as-a-service platform with built-in card-issuing capabilities, serving fintechs and brands via APIs. It overlaps with Deserve on the embedded card-issuing infrastructure layer for digital-first programs.
  • Treasury Prime: Treasury Prime is a banking-as-a-service platform connecting fintechs with bank partners and offering embedded card issuance among other banking products. It competes for the same fintech and brand customer segment as Deserve.

Broad incumbents

  • Fiserv: Fiserv provides card-issuing, processing, and program management solutions to FIs and fintechs, including through its Finastra and Output Solutions franchises. It is a broad incumbent competing with Deserve in the card-issuance processing space.
  • FIS: FIS is a large legacy financial technology provider offering card-issuing processors and program management platforms used by traditional banks and FIs. It serves the same end customers as Deserve but via incumbent legacy infrastructure rather than API-first architecture.
  • Adyen: Adyen is a global payments platform offering card acquiring, processing, and increasingly issuing services to large enterprises. While broader than Deserve, it competes at the infrastructure level for high-volume card programs.

Others

  • Cross River Bank: Cross River is a sponsor bank providing banking infrastructure, lending, and card-issuing-as-a-service to fintechs. It is both a Deserve capital partner (credit facility) and a competitor enabling similar embedded credit card products for fintechs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Deserve Inc. social profiles

Digital presence

Deserve Inc. financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Deserve Inc. leadership team

Management profile

Number of profiles

Profiles5 records

Deserve Inc. funding detail

Funding detail

Funding overview

Funding rounds11 records

Investors23 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Deserve Inc. M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deserve Inc.

What does Deserve Inc. do?

Deserve Inc. operates a digital-first credit card platform built on APIs and SDKs that enables financial institutions, fintechs, and brands to launch branded credit card programs. The platform supports instant credit issuance, scalable program management, and integrations with Visa and Mastercard networks, including crypto rewards credit card capabilities.

Is Deserve Inc. a public or private company?

Deserve Inc. is a private company. It is classified as venture growth investor backed and is currently operating.

When was Deserve Inc. founded?

Deserve Inc. was founded in 2013. It employs 51 to 100 people.

Where is Deserve Inc. based?

Deserve Inc. is headquartered in Palo Alto, United States, in the North America region.

How does Deserve Inc. make money?

Two revenue lines are on record. API and SDK Licensing is the primary driver. The others are credit Program Facilitation.

Who are Deserve Inc.'s main competitors?

Direct peers on record are Galileo Financial Technologies, Marqeta, Lithic and Stripe Issuing. Emerging players are Unit and Treasury Prime. Broad incumbents are Fiserv, FIS and Adyen. Cross River Bank is listed as an others.

Does Deserve Inc. have an API?

Yes. Deserve provides APIs and SDKs for digital-first credit card services. The platform offers API-enabled credit card solutions for financial institutions, fintechs, and brands. The APIs support scalable credit card programs and enable instant credit issuance.

What industry is Deserve Inc. in?

Deserve Inc.'s product category is Card Issuing Platform. Its primary akta.pro industry code is FSAGABAD, Card Issuing Platforms (Issuer Processing), with a secondary code of FSAKABAK, Virtual / Digital-First Credit Cards. Its NAICS code is 52221 and its SIC code is 6141.

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Live signals
NerdWalletDeserve’s Digital First Card Offers Instant Access to CreditDeserve launched the Digital First Card, a virtual credit card for Apple users with no annual fee and up to 1.5% cash back. Rewards are tiered: 1% up to $500, 1.25% over $500, and 1.5% over $1,000 per billing period. The card requires a FICO score of 690 or higher and can be added to Apple Pay instantly.H2oAI Drastically Improves Credit Scoring for ConsumersDeserve, a credit company for underserved populations, used H2O Driverless AI to develop fraud, self-scoring, and underwriting models. The AI reduced model development time from months to weeks and added explainability for regulatory compliance. The company now deploys these models in production to provide credit to students and young adults.DeserveWhy your business needs a seamless app experienceThe article argues that seamless, embedded mobile app experiences are becoming a key differentiator for fintech and credit card programs, as consumers increasingly rely on smartphones for payments. It cites McKinsey data showing 82% of Americans used digital payments regularly in 2021 and 15% of digital wallet users carry no physical wallet. It also notes a 31.4% rise in new bank credit card openings this year and promotes Deserve's Consumer Card Platform.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJGoldman Sachs is exploring acquisitions of payments-technology firms to expand its credit-card business, including Deserve, Cardless, and CoreCard. The bank has close ties to Deserve and has discussed acquiring it, while also sounding out the other two firms.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJGoldman Sachs is exploring acquisitions of payments-technology firms to expand its credit-card business, including Deserve, Cardless, and CoreCard. The bank has close ties to Deserve and has discussed acquiring it, while also sounding out the other two firms.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJGoldman Sachs is exploring acquisitions of fintech credit-card platforms to expand its cards business, including Deserve, Cardless, and CoreCard Corp. Executives have discussed acquiring Deserve, which the bank already has close ties to, and have also contacted the other two firms.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJGoldman Sachs is exploring acquisitions of fintech credit-card platforms to expand its cards business, including Deserve, Cardless, and CoreCard Corp. Executives have discussed acquiring Deserve, which the bank already has close ties to, and have also contacted the other two firms.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJGoldman Sachs executives have expressed interest in acquiring a payments-technology firm to expand its credit-card business, including Deserve, Cardless, and CoreCard Corp. The bank has close ties to Deserve and has discussed acquiring it.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJPeople familiar with the matter say Goldman Sachs has expressed interest in acquiring a payments-technology firm to expand its credit-card business. Executives discussed buying Deserve, a fintech platform the bank already has close ties to, as well as Cardless and CoreCard Corp.WsjGoldman Sachs, Eager to Grow Cards Business, Courted Credit-Card Technology Firms - WSJGoldman Sachs Group Inc. has expressed interest in acquiring payments-technology firms to expand its credit-card capabilities, reportedly courting Deserve, Cardless, and CoreCard Corp. The bank is seeking to round out its investment-banking and trading units through this strategic growth in its cards business.