JustiFi
JustiFi provides white-label embedded fintech infrastructure — payments, BNPL, lending, and insurance — to vertical SaaS platforms and franchise networks via APIs and web components, operating from St. Paul, Minnesota.
- Company typePrivate
- Founded2022
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What JustiFi does
JustiFi is an embedded fintech infrastructure provider headquartered at 550 Vandalia St, Suite 105, St. Paul, Minnesota, operating as JustiFi Technologies, Inc. The company targets vertical SaaS platforms and franchise networks with a white-label stack that combines payment processing, Buy Now Pay Later (via Sezzle), embedded lending, embedded insurance, and in-person card-present acceptance (via Verifone terminals). Its core technology is an API-first platform paired with a web component library (npm @justifi/webcomponents, v6.14) supporting React, Angular, and Vue 3, with OAuth2/Bearer token authentication and a comprehensive sandbox environment. AI-assisted integration tooling generates production-ready code, automates merchant onboarding (KYB/KYC, approximately 20 minutes of merchant effort, one-business-day approval), and surfaces dashboard insights across omnichannel payment data.
JustiFi monetizes primarily through transaction-based processing fees on card-not-present, card-present, ACH, and digital wallet payments (e.g., card-not-present base of 2.75% + $0.25, card-present 2.50% + $0.10, brand-specific Amex 3.25% + $0.25), plus optional platform fees configurable per sub-account (example 1.00%) and revenue participation from beyond-payments products such as BNPL, lending, and insurance. Pricing is quote-based and not publicly disclosed. Distribution is developer-led with API, low-code web components, hosted iframes, and partner channels — notably the 2026 launch partnership with Jaris for automated merchant onboarding alongside Dart Bank and Aurora Payments.
The company has raised approximately $14 million in disclosed venture funding across a $4 million seed (April 2022) and a $10 million round (May 2024) co-led by Rally Ventures, Emergence Capital, and Crosslink Capital, with Silicon Valley Bank support. Backed by 11–50 employees and certifications including SOC 2 Type 2, SOC 3, ISO 27001, ISO 27701, and PCI DSS, JustiFi serves US and Canadian markets in USD and CAD and operates exclusively under a US-targeted terms-of-service. Public customer evidence is limited to logos such as Demosphere (sports/recreation SaaS) and Leap (construction contractor SaaS).
JustiFi firmographics
Firmographics- Name
- JustiFi
- Legal name
- JustiFi Technologies, Inc.
- Website
- https://justifi.tech
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- JustiFi provides white-label embedded fintech infrastructure — payments, BNPL, lending, and insurance — to vertical SaaS platforms and franchise networks via APIs and web components, operating from St. Paul, Minnesota.
- Ownership category
- akta.pro rank
JustiFi industry classification
Industry- Product category
- Embedded Fintech Infrastructure
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Sales Financing (52222)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)
- akta.pro secondary industries
- Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management) (FSAMABAF), Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK), POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO), Tokenization, Network Vaults & Credential Management (FSAGABAF), Integrated Payment Processors (PSP/Acquirer) (FSAMABAA)
Keywords
Where JustiFi is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
JustiFi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- Payment Processing Fees: JustiFi charges merchants transaction fees based on payment type (card-not-present, card-present, ACH) and card brand. Platforms can configure their own fee rates using the Configurable Fees system, with brand-specific pricing available. The fee formula is: (payment_amount_cents x rate_as_decimal) + transaction_fee_cents, with optional fee caps.
- Platform Fees: Platforms can charge additional platform fees on top of processing fees for all payments on a sub-account. This is an optional revenue stream that platforms can configure and customize per sub-account.
- Beyond Payments Products: Revenue-generating products including embedded lending, insurance, and Buy Now Pay Later (BNPL) solutions that generate additional income while adding value for platform customers. Platforms earn revenue from these 'beyond payments' products.
- White-Label Fintech Infrastructure: Platforms pay for access to JustiFi's white-labeled fintech infrastructure including payments, BNPL, insurance, and lending through a single integration with full data ownership and PayFac economics without PayFac complexity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Configurable Processing Fees |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
JustiFi product offering
Product offeringCore offering
JustiFi provides an embedded fintech infrastructure platform for vertical SaaS companies and franchise networks, enabling them to embed white-label payment processing, Buy Now Pay Later, insurance, and lending products under their own brand. The platform is delivered via RESTful APIs and white-label web components, supports card-not-present, card-present (Verifone terminals), ACH, Apple Pay, and Google Pay, and offers AI-assisted merchant onboarding with KYB/KYC and configurable per-sub-account fee structures.
Product overview
JustiFi is an embedded fintech platform built specifically for vertical SaaS platforms and franchise networks. The core platform provides white-labeled payment infrastructure—payments, BNPL, insurance, and lending—through a single integration with full data ownership and PayFac economics without PayFac complexity. The product portfolio centers on the Payment Gateway and Unified Fintech Checkout™ as the core payment processing and acceptance layer, supplemented by add-on modules including Embedded Lending, Embedded Insurance, and Buy Now Pay Later (via Sezzle). The platform supports multiple checkout modalities (Hosted Checkout, Unified Fintech Checkout™, Modular Checkout), in-person terminal payments (via Verifone), and Canadian (CAD) processing. Additional modules include Configurable Fees for per-merchant rate management, Dispute Management for chargeback handling, Entities for business/identity data management, and an Omnichannel Dashboard with AI-driven insights. Developer access is provided via a RESTful API and web components library supporting React, Angular, and Vue 3. The AI layer enables automated merchant onboarding, KYB/KYC verification, underwriting assistance, and 24/7 integration support with code generation.
Differentiator
Problem solved
Functional benefit
Brands
- Unified Fintech Checkout™: A checkout solution that integrates payments, insurance, and BNPL offerings in a single platform.
- JustiFi Dashboard
- JustiFi Trust Center
Products and services
- Embedded Payments
Quantifiable outcome
- Most platforms can integrate and launch their payment capabilities in a week or two with AI-assisted integration
- +2 more outcomes
Companies that use JustiFi
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
JustiFi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability4 records
Feature7 records
JustiFi partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- JariscoreJaris, an embedded finance platform, launched its automated merchant onboarding solution with JustiFi as one of the launch partners. The platform enables merchants to enroll in multiple financial products—payment processing, instant payouts, business loans, and banking services—through a single online application, combining automation and AI with KYB/KYC verification and real-time application status tracking.
- Dart Bank (via WestTown Payments)coreDart Bank, through its partnership with WestTown Payments, is live with Jaris's merchant onboarding solution alongside JustiFi and Aurora Payments. The collaboration enables faster activation and higher conversion rates for merchants seeking financial services.
- Aurora PaymentscoreAurora Payments is one of three launch partners for Jaris's automated merchant onboarding solution, alongside JustiFi and Dart Bank. The solution integrates AI-powered automation with KYB/KYC processes to combine payment processing, embedded lending, instant payouts, and banking services.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
JustiFi competitors and assessment
Company assessmentDirect peers
- Stripe Connect: Stripe's embedded payments product for SaaS platforms and marketplaces, offering white-label payment acceptance, split payments, and embedded financial services. Directly competes with JustiFi for the same vertical SaaS platform customer base.
- Finix: Payment infrastructure provider that enables software platforms to monetize payments with PayFac-style economics, including merchant onboarding, underwriting, and money movement. Closely comparable to JustiFi's core embedded payments and PayFac-economics positioning.
- Highnote: Embedded payments platform built for SaaS companies and digital enterprises, offering card issuing, account-to-account payments, and ledgering. Comparable to JustiFi in targeting platforms that want to embed financial services.
- Stax: Subscription-based payment processor offering embedded payments-as-a-service for SaaS platforms with white-label capabilities and interchange-plus pricing. Comparable vertical SaaS focus and white-label model.
- Spreedly: Payment orchestration platform that lets merchants route transactions across multiple gateways and acquirers via a single API. Comparable to JustiFi on payment infrastructure and orchestration for platforms.
- Basis Theory: Payments and data infrastructure platform enabling software companies to embed payments while maintaining data ownership and compliance control. Closely aligned with JustiFi's white-label, data-ownership value proposition.
- Modern Treasury: Payment operations platform providing APIs for money movement, bank integrations, and reconciliation for software platforms. Comparable embedded-finance infrastructure targeting SaaS and fintech builders.
Broad incumbents
- Adyen for Platforms: Global payments platform with a 'for Platforms' offering that provides embedded payment processing, split payments, and marketplace/onboarding tools. A broader incumbent with deeper international reach than JustiFi.
Emerging players
- Weavr: Embedded finance provider offering payments, banking, and card infrastructure that software companies can embed via APIs. Comparable in scope of embedded finance modules and target SaaS buyer.
Others
- Plaid: Financial data network enabling bank account linking and verification; JustiFi already integrates Plaid for bank verification within its checkout flow. Adjacent infrastructure rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
JustiFi social profiles
Digital presenceJustiFi compliance and trust
Trust signalCompliance5 records
JustiFi financial estimates
Financial estimateRevenue estimate
Valuation estimate
JustiFi leadership team
Management profileNumber of profiles
Profiles3 records
JustiFi funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JustiFi 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 JustiFi
What does JustiFi do?
JustiFi provides an embedded fintech infrastructure platform for vertical SaaS companies and franchise networks, enabling them to embed white-label payment processing, Buy Now Pay Later, insurance, and lending products under their own brand. The platform is delivered via RESTful APIs and white-label web components, supports card-not-present, card-present (Verifone terminals), ACH, Apple Pay, and Google Pay, and offers AI-assisted merchant onboarding with KYB/KYC and configurable per-sub-account fee structures.
Is JustiFi a public or private company?
JustiFi is a private company. It is classified as venture growth investor backed and is currently operating.
When was JustiFi founded?
JustiFi was founded in 2022. It employs 11 to 50 people.
Where is JustiFi based?
JustiFi is headquartered in Minneapolis, United States, in the North America region.
How does JustiFi make money?
Four revenue lines are on record. Payment Processing Fees are the primary driver. The others are platform Fees, beyond Payments Products and white-Label Fintech Infrastructure.
Who are JustiFi's main competitors?
Direct peers on record are Stripe Connect, Finix, Highnote, Stax, Spreedly, Basis Theory and Modern Treasury. Adyen for Platforms is listed as a broad incumbent. Weavr is listed as an emerging player. Plaid is listed as an others.
Does JustiFi have an API?
Yes. JustiFi provides a RESTful API enabling platforms to onboard and underwrite merchants, process payments through multiple channels, manage payouts, provide reporting and analytics, handle disputes, manage fee configurations, and more. The API supports OAuth2 authentication with Bearer tokens. Key API endpoints include Checkouts, Payments, Payment Methods, Disputes, Entities, Fee Configurations, Webhooks, and Web Component Tokens. A comprehensive sandbox/test environment is available via the JustiFi dashboard. The web component library (version 6.14) is available as an npm package (@justifi/webcomponents) for embedding payment forms, checkouts, dispute management, and merchant tools into web applications. Developer documentation is at docs.justifi.tech.
What industry is JustiFi in?
JustiFi's product category is Embedded Fintech Infrastructure. Its primary akta.pro industry code is FSAGALAB, Embedded Payments (Pay-ins, Pay-outs, Wallets), with a secondary code of FSAMABAF, Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management). Its NAICS code is 522320 and its SIC code is 6199.