Blender

Embedded Finance Platformblender.global

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

Embedded finance platform
Lending infrastructure software
BNPL solutions
Smart deposit management
Fintech API platform

Where Blender is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Blender technology and API

Technology

Technology 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 signal

Partnerships

Seven partnerships are on record, tiered core and minor.

Q2 Software, Inc.coreTechnology or IntegrationCooperation 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 HapoalimcoreStrategic or Co-development PartnerMajor Israeli bank partnership for embedded lending platform deployment, part of BLender's strategic partnerships with leading banks.
Bank LeumicoreStrategic or Co-development PartnerMajor Israeli bank partnership for embedded lending and deposit solutions, part of BLender's strategic partnerships ecosystem.
ESH BankminorStrategic or Co-development PartnerPartnership with ESH Bank as part of BLender's banking partner network for embedded finance solutions.
SapienscoreTechnology or IntegrationStrategic partnership with Sapiens, a leading software provider for the insurance industry, for integration and distribution of embedded finance capabilities.
AmdocscoreTechnology or IntegrationStrategic partnership with Amdocs, a software and services provider to communications and media companies, for technology integration and market expansion.
SalesforcecoreTechnology or IntegrationStrategic 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Blender leadership team

Management profile

Number of profiles

Profiles5 records

Blender funding detail

Funding detail

Funding 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 investment

M&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?

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.