SimpliFi
SimpliFi is a Dubai-based Cards-as-a-Service platform providing API-based card issuance, multi-currency wallets, and pre-integrated compliance (KYC, AML, PCI-DSS) to fintechs, banks, and enterprises across the MENA and Pakistan region.
- Company typePrivate
- Founded2021
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SimpliFi does
SimpliFi (legal entity: MENA Card Systems Limited) is a Dubai-headquartered Cards-as-a-Service (CaaS) platform that provides API-based infrastructure enabling businesses across the Middle East, North Africa, and Pakistan (MENAP) to issue and manage virtual, physical, and digital wallet cards without obtaining their own card scheme licenses. The company operates a dual-mode product architecture: an off-the-shelf "Embed-Ready Cards" offering for rapid deployment and a fully white-label "Cards as a Service" platform for custom branded programs. Core technology includes REST APIs with real-time webhooks, multi-currency wallets supporting 50+ currencies, programmable card controls, and pre-integrated KYC/AML/3DS/PCI-DSS compliance. The platform is regulated under a DFSA Category 4 license in the DIFC and backed by 8 banking partners that provide BIN sponsorship and scheme approvals (including Mastercard).
SimpliFi serves fintechs, retail groups, telcos, banks, and enterprises building card-based payment products for payroll, corporate spend, rewards and gifting, and consumer wallet use cases. Named clients and partners include Alinma Bank, ADIB-Egypt, Faysal Bank Pakistan, Infinios, Gate to Pay, Floward, and NQOODLET, with operations across UAE, Saudi Arabia, Bahrain, Kuwait, Oman, Qatar, Egypt, Jordan, and Pakistan. The company employs 11-50 staff and is backed by Raed Ventures, Global Founders Capital, 4DX Ventures, and Rally Cap Ventures following a $5.1M seed round in December 2021.
Revenue is generated through transaction-based fees on card issuance and processing, FX margins on multi-currency processing, and subscription/usage-based pricing for platform and API access under multi-year enterprise contracts. Distribution combines direct enterprise sales (demo-led) with banking partnership channels that embed SimpliFi's infrastructure into partner institutions' card programs. Note: one source references a merger with a US healthcare workforce company, which is inconsistent with SimpliFi's CaaS business profile and appears to be misattributed data; it has been excluded from this assessment.
SimpliFi firmographics
Firmographics- Name
- SimpliFi
- Legal name
- MENA Card Systems Limited
- Website
- https://simplifipay.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SimpliFi is a Dubai-based Cards-as-a-Service platform providing API-based card issuance, multi-currency wallets, and pre-integrated compliance (KYC, AML, PCI-DSS) to fintechs, banks, and enterprises across the MENA and Pakistan region.
- Ownership category
- akta.pro rank
SimpliFi industry classification
Industry- Product category
- Card Issuing Platform
- NAICS
- Credit Card Issuing (522210), Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Embedded Card Issuing & Card-as-a-Service (FSAGALAC)
- akta.pro secondary industries
- Cards & Issuing Management (Debit/Prepaid/Credit, Program Management) (FSAGAAAE), Card Issuing Platforms (Issuer Processing) (FSAGABAD), Virtual Card Issuance & Tokenized Corporate Cards (THACAJAA)
Keywords
Where SimpliFi is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices5 records
Markets served
SimpliFi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Card Issuance and Management Fees: SimpliFi generates revenue through fees charged for card issuance (virtual and physical), card management, and transaction processing. The platform handles the full card lifecycle from issuance to renewal, with configurable fee structures that clients can apply to their end users.
- Multi-Currency Transaction Processing: Revenue from processing multi-currency transactions across 50+ currencies, with potential FX margins and transaction fees for cross-border payments and corporate spend management.
- Platform Licensing and API Access: Access to SimpliFi's Cards-as-a-Service infrastructure, APIs, sandbox environment, and compliance capabilities, typically through subscription or usage-based pricing for enterprise clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise Custom Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
SimpliFi product offering
Product offeringCore offering
SimpliFi provides a Cards-as-a-Service (CaaS) platform with REST APIs that enables businesses to issue, manage, and process virtual, physical, and digital-wallet cards across the MENA region and Pakistan. The platform bundles BIN sponsorship, KYC/AML, PCI-DSS, and 3DS compliance with multi-currency wallets (50+ currencies), card lifecycle management, and real-time transaction monitoring, allowing clients to launch card programs in days without building their own issuing or compliance infrastructure.
Product overview
SimpliFi is a Cards-as-a-Service (CaaS) platform offering a dual-mode product architecture: (1) Embed-Ready Cards — pre-built, compliant multi-currency corporate cards that can be embedded via API without coding, and (2) Cards as a Service (CaaS) — a fully white-label, modular infrastructure for businesses to launch custom branded card programs with complete design and workflow control. The platform is backed by 8 banking partners and supports 50+ currencies across 6 markets in the GCC. Core features include multi-currency wallets, instant virtual and physical card issuance, programmable spend controls, real-time transaction monitoring, and built-in KYC/AML/3DS/PCI-DSS compliance. The platform powers use cases across payroll and payouts, corporate spend, rewards and gifting, and consumer wallets.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Go live in days with embedded card programs
- +2 more outcomes
Companies that use SimpliFi
Customer profileNamed customers6 records
Segments8 records
Ideal customer profiles4 records
SimpliFi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature8 records
SimpliFi partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship, core and minor.
- FlowardflagshipLaunched the Floward Card in Bahrain in collaboration with SimpliFi, INFINIOS, and Mastercard. Floward, an online flowers and gifts delivery company, offers branded gift cards for their customers.
- ADIB-EgyptflagshipPartnership with Abu Dhabi Islamic Bank Egypt to expand the digital payments ecosystem in Egypt. This partnership extended SimpliFi's footprint to 5 markets across MENA and Pakistan.
- MastercardcoreStrategic partnership to enable innovative payment solutions across the Middle East, North Africa, and Pakistan region. SimpliFi leverages Mastercard's card network and scheme infrastructure.
- Alinma BankflagshipPartnership with Alinma Bank, one of Saudi Arabia's most innovative banks, to expand digital payments solutions in KSA. SimpliFi provides the card issuance infrastructure while Alinma handles customer relationships.
- Faysal Bank PakistancorePartnership under Faysal Bank's Fintech Express Program to offer innovative digital financial services through card issuance in Pakistan.
- Gate to PaycorePartnership with Jordan-based fintech Gate to Pay to enable businesses to issue scheme-enabled payment cards in Jordan.
- InfinioscorePartnership with Infinios Financial Services to support the growing fintech ecosystem in MENA by providing card issuance infrastructure.
- MDPminorCollaboration with MDP, a leading payments and card issuing platform, to accelerate expansion of payment solutions into the Middle East and Africa region.
- Toppan FutureCardcoreCollaboration with Toppan FutureCard, a Toppan Company and global end-to-end card solutions provider, to enable fast and flexible card issuance for SimpliFi clients.
- VeriffcorePartnership with Veriff to provide trusted and secure identity verification for instant card issuance in MENA and Pakistan. Veriff's technology enables seamless user onboarding.
- IDWisecorePartnership with IDWise to enable global standard AI-driven identity verification and e-KYC solutions in MENA and Pakistan.
- YabxcoreStrategic partnership with Yabx, an innovative embedded lending solution provider, to expand access to card issuance and credit for businesses across the MENA region.
- NQOODLETcorePartnership with Riyadh-based NQOODLET (Visa Direct Award 2022 winner) to bring modern SME spend management solutions to the MENA region.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
SimpliFi competitors and assessment
Company assessmentEmerging players
- Highnote: Highnote is a US-based modern card issuing platform offering issuing, ledgering, and payment orchestration for fintechs and brands. It competes with SimpliFi for embedded card use cases and corporate spend programs.
- Lithic: Lithic is a US-based card issuing platform focused on developer-friendly APIs for fintechs and startups. It overlaps with SimpliFi's API-first card issuance model and could target MENAP fintechs seeking US/international issuance.
Regional players
- Lean Technologies: Lean Technologies is a MENA open finance and payment infrastructure platform enabling account aggregation and payment initiation. It is an adjacent regional fintech infrastructure peer serving the same MENAP fintech enterprise customers that SimpliFi targets.
- Tarabut Gateway: Tarabut is the leading MENA open banking platform offering account information and payment initiation APIs. While not a direct card issuer, it is a regional fintech infrastructure peer serving the same MENAP fintech customer base as SimpliFi.
Direct peers
- Wallester: Wallester is a European card issuing and BaaS provider offering white-label card programs with multi-currency support. It is functionally comparable to SimpliFi's modular CaaS offering, particularly for corporate and consumer card programs.
- i2c Inc: i2c is a global payment processing and card issuing platform offering prepaid, debit, credit, and commercial card programs via a single API. It competes with SimpliFi for fintech and enterprise card programs, with a similar modular approach.
- NymCard: NymCard is a MENA-based card issuing and payment processing platform serving fintechs and corporates. It is the closest direct geographic peer to SimpliFi in the MENAP region, with overlapping banking partner relationships and target segments.
- Marqeta: Marqeta is a US-listed modern card issuing platform providing APIs for virtual and physical card issuance, BIN sponsorship, and program management—directly comparable to SimpliFi's CaaS offering. Marqeta is the global benchmark in this category and represents the most likely large-scale entrant into MENA.
- Stripe Issuing: Stripe Issuing is a card issuing API from Stripe that enables platforms and fintechs to create and manage virtual and physical cards. It is a direct functional competitor to SimpliFi's CaaS for any cross-border platform serving MENAP customers.
Broad incumbents
- Galileo Financial Technologies: Galileo (a SoFi company) is a payment processing and card issuing platform serving fintechs, banks, and corporates. It offers broader capabilities than SimpliFi (including core banking, payments, and fraud) and competes for the same enterprise fintech customers globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SimpliFi social profiles
Digital presenceSimpliFi compliance and trust
Trust signalCompliance2 records
SimpliFi financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimpliFi leadership team
Management profileNumber of profiles
Profiles1 record
SimpliFi funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimpliFi 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 SimpliFi
What does SimpliFi do?
SimpliFi provides a Cards-as-a-Service (CaaS) platform with REST APIs that enables businesses to issue, manage, and process virtual, physical, and digital-wallet cards across the MENA region and Pakistan. The platform bundles BIN sponsorship, KYC/AML, PCI-DSS, and 3DS compliance with multi-currency wallets (50+ currencies), card lifecycle management, and real-time transaction monitoring, allowing clients to launch card programs in days without building their own issuing or compliance infrastructure.
Is SimpliFi a public or private company?
SimpliFi is a private company. It is classified as venture growth investor backed and is currently operating.
When was SimpliFi founded?
SimpliFi was founded in 2021. It employs 11 to 50 people.
Where is SimpliFi based?
SimpliFi is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does SimpliFi make money?
Three revenue lines are on record. Card Issuance and Management Fees are the primary driver. The others are multi-Currency Transaction Processing and platform Licensing and API Access.
Who are SimpliFi's main competitors?
Emerging players on record are Highnote and Lithic. Regional players are Lean Technologies and Tarabut Gateway. Direct peers are Wallester, i2c Inc, NymCard, Marqeta and Stripe Issuing. Galileo Financial Technologies is listed as a broad incumbent.
Does SimpliFi have an API?
Yes. SimpliFi offers a comprehensive REST API enabling developers to issue, manage, and track cards, card programs, users, transactions, fees, and webhooks. The API provides JWT-based authentication, real-time webhooks for card activation, issuance, PIN setup, renewal, status changes, loads, unloads, transfers, user events, card program creation, funding, transactions, fees, and rule groups. Sandbox access and detailed API documentation are available at apidoc.simplifipay.com. The platform also offers a Virtual Card SDK for integration. Developer documentation is at apidoc.simplifipay.com.
What industry is SimpliFi in?
SimpliFi's product category is Card Issuing Platform. Its primary akta.pro industry code is FSAGALAC, Embedded Card Issuing & Card-as-a-Service, with a secondary code of FSAGAAAE, Cards & Issuing Management (Debit/Prepaid/Credit, Program Management). Its NAICS code is 522210 and its SIC code is 7370.