Blender
Blender is an Israeli embedded finance platform founded in 2014 that provides banks, credit companies, and fintechs with API-driven infrastructure for regulated lending, BNPL, and smart deposits across six countries.
- Company typePrivate
- Founded2014
- HeadquartersRamat Gan, Israel
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Blender does
Blender (legal name BLender; TLV: BLND) is an Israeli embedded finance platform company founded in 2014 and headquartered in Ramat Gan, Israel, with operations across approximately six countries. It provides financial institutions, credit companies, and fintech firms with a modular, API-driven, banking-grade platform for regulated lending (BNPL, car financing, mortgage financing, SMB lending) and, more recently, smart deposits. The underlying technology combines AI-powered underwriting tools (collateral valuation, open banking scoring), a codeless production environment for product configuration, a built-in regulatory and compliance engine, open banking data verification, KYC/AML, and integrated BI/analytics, all exposed via APIs intended to be consumed by both institutional clients and third-party AI agents.
The business model is enterprise B2B SaaS sold via direct enterprise field sales supplemented by technology-vendor and bank partner distribution (Q2, Sapiens, Amdocs, Salesforce, Bank Hapoalim, Bank Leumi, ESH Bank). Revenue is generated through platform licensing/subscription, API and integration services, and transaction/processing fees on loans originated through the platform, with custom quote-based pricing negotiated per financial institution. Blender has raised approximately $100 million across five disclosed funding rounds (2018-2021), is backed by Menora Mivtachim, Eiffel Investment Group, Pollen Street Capital, and others, and completed its first inorganic move in January 2022 with the acquisition of a Lithuanian credit union, extending its footprint into a regulated EU banking license. Founders Dr. Gal Aviv (CEO) and Boaz Aviv (Deputy CEO/CTO) retain controlling shareholder positions alongside a co-founder VP of Product.
Blender firmographics
Firmographics- Name
- Blender
- Legal name
- BLender
- Website
- https://blender.global
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Blender is an Israeli embedded finance platform founded in 2014 that provides banks, credit companies, and fintechs with API-driven infrastructure for regulated lending, BNPL, and smart deposits across six countries.
- Ownership category
- akta.pro rank
Blender industry classification
Industry- Product category
- Embedded Finance Platform
- NAICS
- Consumer Lending (522291), Other Activities Related to Credit Intermediation (52239), Depository Credit Intermediation (5221)
- SIC
- Miscellaneous Business Credit Institution (6159), Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- BaaS Platforms & Sponsor Bank Enablement (FSAGALAA)
- akta.pro secondary industries
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD), Embedded Deposit Accounts & Digital Wallet Infrastructure (FSAGALAE), Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK), SME Lending Platforms & Embedded SME Credit (FSAKAGAJ)
Keywords
Where Blender is headquartered
LocationHeadquarters
- HQ city
- Ramat Gan
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Blender business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform Licensing/Subscription: Enterprise-grade platform licensing to financial institutions (banks, credit companies, fintechs) for embedded lending and deposit capabilities. Likely subscription-based model with modular components.
- API and Integration Services: Revenue from API access, integration implementation, and customization services for embedding lending solutions into existing banking and fintech systems.
- Transaction/Processing Fees: Fees collected on financial transactions processed through the platform including BNPL loans, mortgage financing, car financing, and SMB lending.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Custom Pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
Blender product offering
Product offeringCore offering
Blender sells a unified, banking-grade embedded finance platform that enables financial institutions to launch and operate regulated lending and smart deposit products. The platform is modular and API-driven, combining AI-powered underwriting, open banking data integration, KYC/AML compliance tools, business intelligence, and cyber protection so banks, credit companies, and fintech firms can replace multiple vendors and deploy lending, BNPL, mortgage, car financing, and SMB lending products rapidly across multiple markets.
Product overview
Blender is a unified, banking-grade embedded finance platform designed for rapid deployment across markets. The platform consists of core lending and deposit products (Smart Deposits, Embedded Lending, Car Financing, Mortgage Financing, BNPL, SMB Lending) supported by integrated modules for Onboarding & KYC, Underwriting & AI, Compliance, Risk Management, BI & Analytics, and Multi Wallets. The modular, API-driven architecture enables financial institutions to replace multiple tools and vendors with a single integrated platform, deploying rapidly without rebuilding their tech stack.
Differentiator
Problem solved
Functional benefit
Products and services
- Smart Deposits A deposit management solution for financial institutions to design and orchestrate multiple smart deposit products in a codeless production environment, with multi-wallet support, frictionless digital onboarding, KYC, multi-language regulatory configuration, and built-in risk management.
- Embedded Lending A modular lending platform that embeds BNPL, car financing, mortgage, SMB lending, aviation, and retail financing capabilities into existing websites, e-commerce flows, POS systems, and in-store environments of financial institutions and their partners.
- Car Financing An automotive financing product within Blender's Embedded Lending suite that delivers multi-layer risk management, collateral and insurance management, and supports deployment across web channels and dealership integrations for financial institutions and their dealer partners.
- Mortgage Financing A mortgage financing product within Blender's Embedded Lending suite that supports multiple mortgage products per client with seamless integration across multiple markets for financial institutions.
- BNPL (Buy Now Pay Later) A point-of-sale and e-commerce financing product within Blender's Embedded Lending suite enabling online and in-store Buy Now Pay Later capabilities across customer journeys for financial institutions and merchants.
- SMB Lending A tailored lending product within Blender's Embedded Lending suite designed specifically for small and medium-sized businesses, supporting rapid deployment of SMB financing for financial institutions and their SMB customers.
Quantifiable outcome
- Reduce product launch times for financial entities
- +2 more outcomes
Companies that use Blender
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Blender technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature7 records
Blender partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Q2 Software, Inc.coreCooperation agreement for marketing and implementing the Q2 Symphonix cloud-based financial platform in Israel. BLender integrates and adapts the platform to offer credit, deposit, and payment management solutions to Israeli financial institutions including banks, credit companies, and fintech firms. Collaboration aims to help financial entities reduce product launch times and implement digital capabilities.
- Bank HapoalimcoreMajor Israeli bank partnership for embedded lending platform deployment, part of BLender's strategic partnerships with leading banks.
- Bank LeumicoreMajor Israeli bank partnership for embedded lending and deposit solutions, part of BLender's strategic partnerships ecosystem.
- ESH BankminorPartnership with ESH Bank as part of BLender's banking partner network for embedded finance solutions.
- SapienscoreStrategic partnership with Sapiens, a leading software provider for the insurance industry, for integration and distribution of embedded finance capabilities.
- AmdocscoreStrategic partnership with Amdocs, a software and services provider to communications and media companies, for technology integration and market expansion.
- SalesforcecoreStrategic partnership with Salesforce for CRM integration and customer journey management within the embedded finance platform ecosystem.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Blender competitors and assessment
Company assessmentDirect peers
- Lendio: Lendio operates an SMB lending marketplace and platform that connects small businesses with multiple lenders, comparable to Blender's SMB lending product offering and target segment.
- Marqeta: Marqeta provides modern card issuing and payment processing infrastructure via APIs, directly comparable to Blender's API-driven embedded lending and deposit platform for financial institutions.
- Unit: Unit is an embedded finance platform that enables companies to embed banking, lending, and payment products via APIs, serving a similar customer base of fintechs and financial institutions with comparable technology architecture.
- Treasury Prime: Treasury Prime offers embedded banking infrastructure including deposit accounts, ledgering, and compliance APIs for fintechs and banks, overlapping with Blender's smart deposits and compliance modules.
- Solaris SE: Solaris is a European Banking-as-a-Service platform that enables businesses to offer digital banking and lending products through licensed infrastructure, directly competing with Blender's BaaS offering across the EU.
- Amount (formerly Even Financial): Amount provides embedded consumer and SMB lending infrastructure for banks and fintechs, with point-of-sale financing and digital origination capabilities that overlap with Blender's lending platform.
Broad incumbents
- Galileo Financial Technologies: Galileo (owned by SoFi) offers comprehensive payment processing and banking infrastructure APIs to fintechs, representing a scaled incumbent with broader capabilities than Blender's lending-and-deposit focused platform.
Emerging players
- Plaid: Plaid provides open banking data connectivity and increasingly extends into embedded financial workflows, overlapping with Blender's open banking integration and underwriting data layer.
- Banked: Banked provides a payment network and embedded finance APIs for banks, fintechs, and merchants, with comparable API-driven distribution model serving banks and fintechs.
- Strands (part of CRIF): Strands provides AI-powered financial technology solutions including lending decisioning and risk management for banks, comparable to Blender's BLender-AI underwriting and BI analytics modules.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Blender social profiles
Digital presenceBlender financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blender leadership team
Management profileNumber of profiles
Profiles5 records
Blender funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blender M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Blender
What does Blender do?
Blender sells a unified, banking-grade embedded finance platform that enables financial institutions to launch and operate regulated lending and smart deposit products. The platform is modular and API-driven, combining AI-powered underwriting, open banking data integration, KYC/AML compliance tools, business intelligence, and cyber protection so banks, credit companies, and fintech firms can replace multiple vendors and deploy lending, BNPL, mortgage, car financing, and SMB lending products rapidly across multiple markets.
Is Blender a public or private company?
Blender is a private company. It is classified as public and is currently operating.
When was Blender founded?
Blender was founded in 2014. It employs 51 to 100 people.
Where is Blender based?
Blender is headquartered in Ramat Gan, Israel, in the Middle East region.
How does Blender make money?
Three revenue lines are on record. Platform Licensing/Subscription is the primary driver. The others are API and Integration Services and transaction/Processing Fees.
Who are Blender's main competitors?
Direct peers on record are Lendio, Marqeta, Unit, Treasury Prime, Solaris SE and Amount (formerly Even Financial). Galileo Financial Technologies is listed as a broad incumbent. Emerging players are Plaid, Banked and Strands (part of CRIF).
Does Blender have an API?
Yes. Blender offers API-driven platform capabilities for embedding lending into websites and e-commerce flows. The platform supports API integration for onboarding processes, data verification, open banking connections, and AI-powered features. Smart APIs enable AI agents to issue products and manage risk.
What industry is Blender in?
Blender's product category is Embedded Finance Platform. Its primary akta.pro industry code is FSAGALAA, BaaS Platforms & Sponsor Bank Enablement, with a secondary code of FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines). Its NAICS code is 522291 and its SIC code is 6159.