Jifiti.com
Jifiti.com provides a white-labeled, API-first embedded lending platform that enables banks, lenders, captive finance firms, and merchants to deploy digital lending, BNPL, and POS financing across omnichannel touchpoints, monetized via SaaS licensing and per-transaction fees.
- Company typePrivate
- Founded2011
- HeadquartersColumbus, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Jifiti.com does
Jifiti.com is a U.S.-based fintech, founded in 2011 and headquartered in Columbus, Ohio, that provides a white-labeled, API-first embedded lending platform to banks, lenders, captive finance companies, and merchants globally. Originally launched as a digital gift card and registry business, the company pivoted to leverage its point-of-sale technology into lending infrastructure, and now operates two distinct business lines: the embedded lending platform and a separate digital gifting solutions offering (gifting.jifiti.com). Jifiti is not itself the lender of record — its bank and lender partners originate, underwrite, and hold the loans, while retaining branding and customer relationships.
The lending platform is modular and organized into five layers: an Orchestration Layer that connects core banking, payment, decisioning, KYC/KYB, e-sign, AML, anti-fraud, and OTP providers via a single API; Customer Access Points that deliver omnichannel white-labeled flows (web, mobile, POS, ecommerce, QR codes); Core Lending Capabilities covering onboarding, origination, decisioning, servicing, collections, and delinquency management; Disbursement & Settlement via digital wallets, virtual cards, and POS integration; and Reporting & Lender Tools, anchored by the Aurora Business Intelligence Suite. Sub-brands include JelloCard (virtual corporate cards) and Split Pay (BNPL/installments). The platform carries enterprise-grade certifications (ISO 27001, SOC 2 Type II, PCI DSS, EMI license, DORA, EU-US Data Privacy Framework) and supports AI-driven underwriting, fraud detection, AML compliance (cited at 800,000 transactions/second, 92.3% accuracy), and agentic lending discovery.
Commercially, Jifiti monetizes through SaaS/platform licensing and per-transaction fees (originations, disbursements, servicing events) on multi-year contracts with no public pricing. Its go-to-market combines enterprise field sales targeting Tier-1 and Tier-2 banks in the US/Canada/UK/Europe, community banks and credit unions, and a flagship channel partnership with FIS for pre-integrated distribution. Key customers include IKEA (via Ingka Investments' $22.5M strategic investment in 2021), Mastercard, Credit Agricole, Citizens Pay, FIS, a top-20 US bank, a $1T-asset US bank, a top-3 bank in Spain, a global construction equipment manufacturer, and a top-10 global retailer. The company has 101-250 employees, was co-founded by CEO Yaacov Martin, CMO Shaul Weisband, and CTO Meir Dudai, and has raised approximately $32.6M in disclosed funding across rounds in 2013, 2015, 2021, and 2025.
Jifiti.com firmographics
Firmographics- Name
- Jifiti.com
- Legal name
- Jifiti.com Inc.
- Website
- https://jifiti.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Jifiti.com provides a white-labeled, API-first embedded lending platform that enables banks, lenders, captive finance firms, and merchants to deploy digital lending, BNPL, and POS financing across omnichannel touchpoints, monetized via SaaS licensing and per-transaction fees.
- Ownership category
- akta.pro rank
Jifiti.com industry classification
Industry- Product category
- Embedded Lending Platform
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industries
- Loan Servicing Platforms (Billing, Statements, Customer Self-Service) (FSAGAHAH), SME Lending Platforms & Embedded SME Credit (FSAKAGAJ), Pricing, Risk-Based Offer & Limit Management (FSAGAHAE)
Keywords
Where Jifiti.com is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Jifiti.com business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Licensing / SaaS: Jifiti provides a white-labeled, modular lending platform to banks and regulated lenders on a licensing or SaaS basis. Financial institutions pay for access to the technology platform, selecting only the modules they need. Jifiti is not the lender of record — the bank or lender originates and holds the loans.
- Transaction / Take Rate: Jifiti earns fees per transaction processed through its platform — including loan originations, disbursements, and servicing events. This aligns Jifiti's revenue with partner loan volume growth.
- Gifting / Digital Gift Card Solutions: Jifiti operates a separate gifting business (gifting.jifiti.com) providing digital gift card and registry solutions to retailers and consumers. This business began in 2011 as the company's original offering before the embedded lending platform was developed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom enterprise pricing — no public tiers |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Jifiti.com product offering
Product offeringCore offering
Jifiti provides a white-labeled, modular, API-first embedded lending platform that enables banks, lenders and merchants to deploy digital and embedded lending programs across online, in-store, call center and POS channels. Jifiti is not the lender of record — the platform provides technology infrastructure (orchestration, onboarding, origination, decisioning, servicing, disbursement, analytics) while the bank or lender retains branding, underwriting and compliance control. The company also operates a separate digital gift card and registry business (gifting.jifiti.com).
Product overview
Jifiti operates two distinct business lines: a white-labeled embedded lending platform for banks, lenders and merchants, and a digital gift card solution. The core lending platform is a modular, API-first architecture consisting of five integrated components: (1) the Orchestration Layer for third-party connectivity, (2) Customer Access Points for omnichannel touchpoints, (3) Core Lending Capabilities for onboarding, origination and servicing, (4) Disbursement & Settlement for digital wallets and virtual cards, and (5) Reporting & Lender Tools including the Aurora Business Intelligence Suite. The platform supports all loan types (installment, BNPL, lines of credit, B2B financing) through direct digital and embedded channels. Supporting products include JelloCard virtual corporate cards, Split Pay BNPL solutions, and a dedicated AI for Lending capability suite enabling agentic lending and AI-powered underwriting, decisioning, and fraud detection.
Differentiator
Problem solved
Functional benefit
Brands
- JelloCard: Virtual Corporate Cards - a financial product offering for B2B financing and corporate card solutions
- Split Pay
- Jifiti Gifting Solutions
Products and services
- White-Label Digital Lending Platform Modular, API-first lending platform that banks, lenders and merchants can white-label to digitize and automate financing workflows from onboarding to origination, servicing and disbursement. Targeted at banks, lenders, captive finance companies and merchants.
- Direct Digital Lending Solution that lets banks deploy digital onboarding, origination and servicing journeys through their own website or mobile app, enabling direct-to-consumer digital lending under the bank's brand.
- Embedded Lending Solution that lets banks embed any B2B or B2C loan product inside merchant customer and settlement journeys through online, in-store, call center, mobile and POS channels, with the bank retaining the customer relationship.
- JelloCard (Virtual Corporate Cards) Virtual corporate card product that enables digital-wallet integration and virtual-card issuance for loan disbursement and merchant B2B payments under the bank's brand.
- Split Pay (BNPL) White-labeled split-payment and BNPL financial product that banks can deploy at any point of sale so their customers can pay in installments under the bank's brand.
- Lending API API-first developer access point for lenders to programmatically integrate Jifiti's lending capabilities (origination, underwriting, disbursement, servicing) into their own systems.
- Merchant API Merchant-facing API that lets merchants integrate consumer and B2B financing into their ecommerce, in-store and POS environments.
- AI for Lending AI capability suite that adds agentic-lending discovery and origination plus AI tools for underwriting, decisioning, fraud, affordability, risk and collections on top of the lending platform.
- Jifiti Gifting Solutions Digital gift card and gift registry product line sold to retailers and used by consumers for digital gifting. Operates as a separate business from the lending platform.
Quantifiable outcome
- 220% higher conversion rate for top EU lender using Jifiti's data analytics suite
- +3 more outcomes
Companies that use Jifiti.com
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles5 records
Jifiti.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability10 records
Feature7 records
Jifiti.com partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered strategic and core.
- Peach FinancestrategicJifiti and Peach Finance announced a strategic partnership in May 2026 to provide end-to-end lending infrastructure for community and regional banks in the U.S. The joint solution combines Jifiti's white-labeled onboarding, loan origination, and underwriting orchestration with Peach Finance's loan servicing and lifecycle management platform, creating a modular but unified system.
- FIScoreFIS and Jifiti formed a joint white-label embedded lending solution, pre-integrated with FIS systems. Banks and financial institutions can activate embedded lending offerings through FIS's existing client network, enabling advanced BNPL and other lending programs to be deployed quickly. The solution covers B2B and B2C lending across online, mobile, and POS channels.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Jifiti.com competitors and assessment
Company assessmentDirect peers
- Amount: Amount provides a white-label POS financing and embedded lending platform for banks and credit unions. It is one of the closest direct competitors to Jifiti, serving the same Tier-1/Tier-2 bank buyer with point-of-sale consumer lending infrastructure.
- ChargeAfter: ChargeAfter operates a white-label BNPL and point-of-sale financing platform that enables retailers and financial institutions to offer installment lending at checkout. It competes head-to-head with Jifiti for retailer-embedded lending deployments.
- Splitit: Splitit is a white-label installment payments platform that lets issuers and merchants offer BNPL on existing credit cards. It overlaps with Jifiti's embedded consumer lending capabilities and competes for similar bank and merchant integrations.
- Zest AI: Zest AI provides AI-driven underwriting and lending technology to banks and lenders, with a focus on fair and accurate credit decisioning. It overlaps with Jifiti's AI for Lending and decisioning/orchestration capabilities for bank buyers.
- Provenir: Provenir delivers a lending risk decisioning and analytics platform to banks, fintechs, and lenders globally. It competes with parts of Jifiti's orchestration and core lending capabilities, particularly around decisioning and onboarding.
- LoanPro: LoanPro is a modern loan servicing and origination platform used by lenders and fintechs. It overlaps with Jifiti's core lending capabilities (servicing, payment collection, loan management) and competes for non-bank lender customers.
- Lendio: Lendio operates an SMB lending marketplace connecting small businesses with multiple lenders, primarily in the US. It is comparable to Jifiti's B2B/SME financing product line in serving SMB borrower demand through broker-style lender aggregation.
Emerging players
- Defacto (formerly Pineapple): Defacto offers embedded lending API infrastructure that lets fintech platforms and banks offer working capital and SME credit. It is a smaller, emerging player in the same white-label embedded credit infrastructure space as Jifiti.
Broad incumbents
- nCino: nCino is a large, established cloud banking platform with embedded consumer and commercial loan origination capabilities for banks and credit unions. It is a broader incumbent that competes with Jifiti's white-label loan origination and servicing modules at the bank level.
- Upstart: Upstart is an AI lending marketplace that partners with banks and credit unions to originate personal loans. While its consumer-facing marketplace model differs from Jifiti's pure white-label approach, it competes for the same bank-AI-lending infrastructure budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Jifiti.com social profiles
Digital presenceJifiti.com compliance and trust
Trust signalCompliance8 records
Jifiti.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jifiti.com leadership team
Management profileNumber of profiles
Profiles10 records
Jifiti.com funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jifiti.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jifiti.com
What does Jifiti.com do?
Jifiti provides a white-labeled, modular, API-first embedded lending platform that enables banks, lenders and merchants to deploy digital and embedded lending programs across online, in-store, call center and POS channels. Jifiti is not the lender of record — the platform provides technology infrastructure (orchestration, onboarding, origination, decisioning, servicing, disbursement, analytics) while the bank or lender retains branding, underwriting and compliance control. The company also operates a separate digital gift card and registry business (gifting.jifiti.com).
Is Jifiti.com a public or private company?
Jifiti.com is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jifiti.com founded?
Jifiti.com was founded in 2011. It employs 101 to 250 people.
Where is Jifiti.com based?
Jifiti.com is headquartered in Columbus, United States, in the North America region.
How does Jifiti.com make money?
Three revenue lines are on record. Platform Licensing / SaaS are the primary driver. The others are transaction / Take Rate and gifting / Digital Gift Card Solutions.
Who are Jifiti.com's main competitors?
Direct peers on record are Amount, ChargeAfter, Splitit, Zest AI, Provenir, LoanPro and Lendio. Defacto (formerly Pineapple) is listed as an emerging player. Broad incumbents are nCino and Upstart.
Does Jifiti.com have an API?
Yes. Jifiti offers a white-labeled, API-first lending platform that enables banks and lenders to embed financing capabilities into any channel. The platform provides two developer portals: a Lending API for lenders and an Embedded Lending API, and a separate Merchant API for consumer and B2B finance. The APIs support integration with existing core banking systems, loan origination, underwriting orchestration, disbursement, and loan servicing across direct digital and embedded channels. Developer documentation is at www.jifiti.com/lending-api.
What industry is Jifiti.com in?
Jifiti.com's product category is Embedded Lending Platform. Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAGAHAH, Loan Servicing Platforms (Billing, Statements, Customer Self-Service). Its NAICS code is 52231 and its SIC code is 6163.