Jeff
Jeff is a Riga-based fintech operating a mobile-first loan marketplace and alternative credit-scoring platform for underbanked consumers in emerging markets, using social media and behavioral data to assess creditworthiness and connecting borrowers with lenders across seven countries.
- Company typePrivate
- Founded2019
- HeadquartersRiga, Latvia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Jeff does
Jeff (legal entity SIA Jeff) is a Riga, Latvia-headquartered fintech founded in 2019 that operates a mobile-first loan marketplace and alternative credit-scoring platform targeting underbanked consumers in emerging markets. The company runs consumer-facing super apps under multiple regional brands — including Finmart.vn (Vietnam), MercadoPeso.mx and Finmercado.mx (Mexico), Finmerkado.ph and Loanonline.ph (Philippines), Paisa247.in (India), Ffinmart.id (Indonesia), Finmercado.co (Colombia), and Finmercado.es (Spain) — and reports servicing more than 10 million users with 100 million product applications processed. Its core technology is an alternative data credit-scoring engine that uses social media footprints, device metadata, and behavioral analytics to assess creditworthiness for populations lacking traditional credit history; the proprietary Jeff Conversion Score, introduced in 2021, is the data science algorithm that powers conversion and repayment prediction.
The platform serves two sides of a two-sided marketplace: underbanked borrowers seeking credit and lenders or financial institutions seeking qualified leads in thin-file segments. Distribution combines a consumer app, an affiliate partner program offering weekly payouts to traffic generators, and B2B API integrations with lenders via redirect, server-to-server, and marketing APIs. Beyond lead generation, Jeff monetizes its alternative data assets through the Jeff Data API, which provides partner event tracking, lead data, fraud signals, and social-presence verification across 17+ platforms including Google, Apple, Facebook, Instagram, LinkedIn, Microsoft, GitHub, and Twitter; pricing is usage-based with a free trial and a pay-per-platform structure.
Financially, Jeff reached profitability in 2023 and reported $10 million in annual revenue in 2024. Total disclosed equity funding is approximately $4.5–$4.9 million across seed rounds in 2020–2021 (led by EstBAN and J12) and a $2 million late-seed round in July 2024 led by Presto Ventures, with participation from existing investors including J12 and iSeed. The company employs roughly 50 people across multiple locations and has actively rationalized its footprint, selling its Sri Lanka business in 2023 and exiting Indonesia in 2025 while launching in India, Colombia, and Spain in the same year. Co-founders Toms Niparts (CEO) and Reinis Tenis (COO) lead the company.
Jeff firmographics
Firmographics- Name
- Jeff
- Legal name
- SIA Jeff
- Website
- https://jeff-app.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jeff is a Riga-based fintech operating a mobile-first loan marketplace and alternative credit-scoring platform for underbanked consumers in emerging markets, using social media and behavioral data to assess creditworthiness and connecting borrowers with lenders across seven countries.
- Ownership category
- akta.pro rank
Jeff industry classification
Industry- Product category
- Consumer Lending Marketplace
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Activities Related to Credit Intermediation (5223)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)
- akta.pro secondary industries
- Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC), Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
Keywords
Where Jeff is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Offices1 record
Markets served
Jeff business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Lead Generation: Jeff generates leads for financial institutions and lenders by matching underbanked users seeking credit with appropriate lenders. Revenue is earned when leads are submitted or converted.
- Affiliate Commissions: Affiliates earn commissions for driving loan applications and financial product sign-ups. Jeff pays recurring weekly commissions to partners who generate qualified leads.
- Data API Services: Jeff monetizes its alternative data assets through API access. Partners can query social presence data, lead data, and fraud data. Flexible pricing allows partners to pay only for platforms that bring value.
- Marketplace Commission: Jeff operates as a financial marketplace connecting borrowers with lenders, earning revenue from the transaction flow between the parties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free trial available for API access |
| Usage-based | Pay-as-you-go | Pay-per-platform pricing for data API |
| Transaction based/ take rate | Weekly | Commission-based affiliate program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Jeff product offering
Product offeringCore offering
Jeff is a mobile-first financial marketplace and super app that connects underbanked borrowers in emerging markets with lenders, using alternative data such as digital footprints and device behavior to assess creditworthiness. It also offers Jeff Data, a B2B API product that exposes its alternative credit scoring and verification capabilities to partners and lenders.
Differentiator
Problem solved
Functional benefit
Brands
- MercadoPeso.mx: Financial services marketplace for Mexico
- Finmerkado.ph
- Finmart.vn
- Finmercado.mx
- Loanonline.ph
- Paisa247.in
- Jeff.vn
- Moneydong.com
- DineroExpres.mx
- dong247.com
- Finmercado.es
- PeroLoan.ph
- Ffinmart.id
- Finmercado.co
- Hot Deal
Products and services
- Jeff Super App
- Jeff Data API
- Jeff Affiliate Program
Quantifiable outcome
- Users with phone registered in LinkedIn are 15% more likely to repay loans than those who don't
- +4 more outcomes
Companies that use Jeff
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Jeff technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature6 records
Jeff partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Banks and LenderscoreFinancial institutions partner with Jeff to access high-quality leads from underbanked populations and use Jeff's alternative data for credit assessment and portfolio growth.
- Affiliate PartnerscoreAffiliates promote Jeff's financial products and earn commissions for generating loan applications and qualified leads. Partners receive weekly payouts and above market-rate commissions.
Scale indicators13 records
Recent moves13 records
Expansion highlights6 records
Jeff competitors and assessment
Company assessmentBroad incumbents
- LendingTree: LendingTree operates a consumer-facing loan marketplace that aggregates multiple lenders and lets borrowers compare credit offers, with a lead-generation and matching model very similar to Jeff's core flow. As an incumbent, it serves primarily the US with broader product breadth, whereas Jeff focuses on emerging markets and adds alternative-data scoring.
- Credit Karma: Credit Karma is a consumer credit platform that combines credit data, financial product recommendations, and lender lead generation, monetizing user traffic through financial product referrals. Jeff mirrors this funnel but serves underbanked populations in emerging markets using alternative data instead of traditional credit files.
- Mercado Pago: Mercado Pago, the fintech arm of Mercado Libre, extends credit to underbanked consumers across Latin America using proprietary commerce data. It competes most directly with Jeff's Mexico brands (MercadoPeso.mx, Finmercado.mx, DineroExpres.mx) and represents the super-app threat in that market.
- Kaspi.kz: Kaspi operates a super-app combining payments, marketplace, and consumer lending in Kazakhstan with strong alternative-data underwriting and lead-generation economics. It is a structural comparable for Jeff's long-term ambition to be a profitable data-driven financial super-app in emerging markets.
Direct peers
- Even Financial: Even Financial (acquired by Synchrony) operates a financial product marketplace and API that connects lenders with consumers via embedded and API-driven flows, with a revenue model based on lead/conversion fees from lenders. Jeff's marketplace plus Data API architecture is a close analog targeted at emerging markets.
- Trusting Social: Trusting Social provides alternative-data credit scoring and lender analytics in Southeast Asia, using telco, social, and digital footprint data to score thin-file borrowers—the same core mechanism as Jeff's Conversion Score and Social Presence API. It serves similar lender clients in overlapping geographies.
- Crezco (and Plaid): Crezco and broader open-banking infrastructure providers supply alternative financial data to lenders for credit decisioning, comparable to Jeff's Data API (Social Presence, Lead Data, Fraud Data products). They sit in adjacent layer of the lender-data stack that Jeff also serves.
Regional players
- Finfra (formerly Kredito): Finfra is a lending marketplace operating in Southeast Asia that connects borrowers with lenders using digital data and scoring, similar in product and target customer to Jeff's SEA operations. It is the most direct regional competitor in the geographies where Jeff has its largest user bases.
- Cashalo: Cashalo is a Philippines-focused consumer lending marketplace operated by Oriente, connecting underbanked borrowers with multiple lenders via a mobile app. It directly competes with Jeff's Philippine brands (Finmerkado.ph, Loanonline.ph, PeroLoan.ph) in the same customer segment.
- Akulaku: Akulaku operates a financial super-app across Indonesia and the Philippines offering consumer credit and marketplace financing to underbanked users. It is comparable to Jeff as a mobile-first emerging-market lending platform; Jeff's exit from Indonesia in 2025 likely reflects this competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Jeff social profiles
Digital presenceJeff financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jeff leadership team
Management profileNumber of profiles
Profiles2 records
Jeff subsidiaries and ownership
Company hierarchySubsidiaries15 records
Jeff funding detail
Funding detailFunding overview
Funding rounds5 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jeff 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 Jeff
What does Jeff do?
Jeff is a mobile-first financial marketplace and super app that connects underbanked borrowers in emerging markets with lenders, using alternative data such as digital footprints and device behavior to assess creditworthiness. It also offers Jeff Data, a B2B API product that exposes its alternative credit scoring and verification capabilities to partners and lenders.
Is Jeff a public or private company?
Jeff is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jeff founded?
Jeff was founded in 2019. It employs 11 to 50 people.
Where is Jeff based?
Jeff is headquartered in Riga, Latvia, in the Europe region.
How does Jeff make money?
Four revenue lines are on record. Lead Generation is the primary driver. The others are affiliate Commissions, data API Services and marketplace Commission.
Who are Jeff's main competitors?
Broad incumbents on record are LendingTree, Credit Karma, Mercado Pago and Kaspi.kz. Direct peers are Even Financial, Trusting Social and Crezco (and Plaid). Regional players are Finfra (formerly Kredito), Cashalo and Akulaku.
Does Jeff have an API?
Yes. Jeff Data API is a REST API that provides partners with multiple services: Partner Events API (for tracking application completion, lead qualification/rejection, loan issuance), Loan Events API (for reporting loan performance), Lead Data API (for fetching detailed lead information including creditworthiness indicators), Fraud Data API (for retrieving fraud risk data), Social Presence API (for checking if email/phone are registered on external platforms), and Affiliate Lead Registration API (for submitting leads with loan application data). The API supports HTTP Basic Auth, uses versioned endpoints (current versions 1.0, 1.1, 1.2, 1.3), and includes detailed field descriptions for country-specific requirements (MX, ES, IN, PH, VN, CO). Documentation available at https://docs.jeff-app.com/ Developer documentation is at docs.jeff-app.com.
What industry is Jeff in?
Jeff's product category is Consumer Lending Marketplace. Its primary akta.pro industry code is FSAGAHAL, Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching), with a secondary code of FSAGAHAC, Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking). Its NAICS code is 522310 and its SIC code is 6163.