Jeff

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.

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

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

• Loan marketplace
• Alternative credit scoring
• Financial inclusion platform
• Embedded lending API
• Digital footprint verification

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. 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.
3. 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.
4. Marketplace Commission: Jeff operates as a financial marketplace connecting borrowers with lenders, earning revenue from the transaction flow between the parties.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Banks and LenderscoreStrategic or Co-development PartnerFinancial 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 PartnerscoreChannel Partner/ Reseller/ DistributorAffiliates 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

Broad 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

• Facebookfacebook.com/GetJeffApp
• LinkedInlinkedin.com/company/jeffapp
• Xx.com/jeff_finance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries15 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jeff