MyShubhLife
- Company typePrivate
- Founded2016
- HeadquartersBangalore, India
- Headcount101–250
- GTM typeB2B
- OfferingServices
MyShubhLife firmographics
Firmographics- Name
- MyShubhLife
- Legal name
- Datasigns Technologies Private Limited
- Website
- https://myshubhlife.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
MyShubhLife industry classification
Industry- Product category
- MSME Lending Platform
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310), Sales Financing (52222)
- SIC
- Short-Term Business Credit Institutions (6153), Loan Brokers (6163)
- akta.pro primary industry
- SME Credit Underwriting, Scoring & Risk Analytics (FSAKAGAL)
- akta.pro secondary industries
- Underwriting Automation & Income/Employment Verification (FSAGAHAD), Consumer Credit Decisioning & Underwriting Platforms (FSAKAKAG), Overdraft & NSF Fee-Based Short-Term Credit (FSAKAMAF)
Keywords
Where MyShubhLife is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
MyShubhLife business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Interest Income: Revenue generated from interest charged on loans disbursed to customers. Interest rates range from 24% to 32% reducing per annum for MSME loans. The platform facilitates loans ranging from Rs.15,000 to Rs.5,00,000 with 12-month tenure.
- Processing Fees: Transaction-based fees charged for loan processing, ranging from 0% to 2% of the loan amount depending on the customer's risk profile.
- Platform/Technology Services: Revenue from providing technology infrastructure to lending partners, including API access, SDK integration, and white-label solutions. Partners gain access to the MyShubhLife credit assessment models and portfolio monitoring services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | MSME Loans: Rs.15,000 to Rs.5,00,000 |
| Unit Pricing | Pay-as-you-go | Alternative interest rate range for different customer profiles |
| Unit Pricing | Pay-as-you-go | Revolving Line of Credit: Rs.3,000 to Rs.5,00,000 |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
MyShubhLife product offering
Product offeringCore offering
MyShubhLife is an embedded finance platform that provides digital credit to underserved MSMEs, merchants, and individuals in India through partner platform integrations and its own mobile app. It offers revolving overdraft lines, daily/weekly EWI & EDI loans, and term loans ranging from Rs.15,000 to Rs.5,00,000 with tenure up to 12 months, plus Shubh Now salary-on-demand on WhatsApp. Underwriting is driven by proprietary AI/ML models that leverage alternative data (transaction history, mobile usage, bank statements, ITR) to assess thin-file and new-to-credit borrowers who lack formal credit history.
Product overview
MyShubhLife is an embedded finance platform offering a unified product portfolio for MSME and merchant lending. The core offering comprises three main loan products: Overdraft Line (revolving credit), EWI & EDI (daily/weekly repayment loans), and Term Loans (1-12 month business loans up to Rs. 5 lakhs). These are delivered through the MyShubhLife mobile app and integrated into partner platforms via the SaaS-based Lending Management System (LMS). The platform uses alternative data and AI-driven credit models to serve underserved 'Next Half Billion' customers who lack formal credit access.
Differentiator
Problem solved
Functional benefit
Products and services
- Overdraft Line Revolving line of credit for merchant networks and payment partners, allowing merchants to access funds up to a pre-approved limit with interest charged only on the amount used. Available through embedded partner platforms across India.
- EWI & EDI Short-term working capital loans to merchant partners with daily (EDI) or weekly (EWI) repayment schedules, ideal for short-term cash-flow and inventory needs of small merchants.
- Term Loans Unsecured MSME business term loans ranging from Rs. 15,000 to Rs. 5,00,000 with tenures of 3, 6, 9, or 12 months, requiring no collateral and offering flexible daily, weekly, or monthly repayment options.
- Shubh Now Salary on-demand service delivered on WhatsApp that enables employees to access a portion of their earned salary before their scheduled payday, targeted at workforce users in partnership with employers and workforce platforms.
- Lending Management System (LMS) SaaS-based fintech operating system / Lending Management System that enables lending partners to integrate MyShubhLife's credit decisioning and portfolio management capabilities via white-label, SDK, or API, with real-time portfolio monitoring.
Quantifiable outcome
- Loan disbursement within 24 hours of successful document submission
- +2 more outcomes
Companies that use MyShubhLife
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
MyShubhLife technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability8 records
Feature5 records
MyShubhLife partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered flagship, core and minor.
- U GRO CapitalflagshipMyShubhLife was acquired by U GRO Capital, marking a defining moment in its journey. The acquisition strengthens the company's ability to scale impact and transform the financial landscape for MSMEs across India. UGRO Capital acquired Profectus Capital earlier in 2025 as part of its growth strategy.
- PhonePecorePhonePe is a key distribution partner integrating MyShubhLife's credit solutions into its platform, enabling PhonePe users to access instant credit for merchant needs.
- MeeshocoreMeesho partnership enables social commerce sellers on the platform to access working capital loans through MyShubhLife's embedded lending solutions.
- BharatPecoreBharatPe integration provides merchants with access to MyShubhLife's credit solutions for business growth and working capital needs.
- SpiceMoneycorePartnership with SpiceMoney to offer credit to merchants in rural India, extending financial inclusion to underserved areas.
- MobiKwikcoreMyShubhLife partnered with MobiKwik to offer digital credit to 135 million MobiKwik users through the platform's ecosystem.
- Airtel Payment BankcoreAirtel Payment Bank partnership enables users to access MyShubhLife's credit solutions through the digital payments platform.
- FINO Payments BankcoreFINO Payments Bank partnership provides access to MyShubhLife's revolving line of credit products for their merchant network.
- EasyPaycoreEasyPay partnership enables customers to access line of credit through the EasyPay platform for their financial needs.
- UGRO Capital LimitedcoreUGRO Capital is a lending partner of MyShubhLife, providing loan disbursements to customers. Grievance officer: Mr. Satyabrata Mohapatra.
- HDB Financial ServicescoreHDB Financial Services is a lending partner of MyShubhLife. Grievance officer: Mr. Harish Kumar, Chennai.
- Ekagrata FinancecoreEkagrata Finance is a lending partner of MyShubhLife. Grievance officer: Mrs. Asha Daniel, Bangalore.
- Axis FinancecoreAxis Finance is a lending partner of MyShubhLife. Grievance officer: Ms. Mangal Sarang, Mumbai.
- Incred Financial ServicescoreIncred Financial Services is a lending partner of MyShubhLife. Grievance officer: Mr. Vaidyanathan Ramamoorthy, Mumbai.
- MAS Financial ServicescoreMAS Financial Services is a lending partner of MyShubhLife. Grievance officer: Mr. Bharat Mori, Ahmedabad.
- DMI FinancecoreDMI Finance is a lending partner of MyShubhLife providing loan disbursements to customers.
- PayNearbyminorPayNearby is a distribution partner providing access to MyShubhLife's credit solutions through their retail network.
- BigBasketminorBigBasket partnership enables grocery merchants and sellers to access credit through MyShubhLife's platform.
- FlipkartminorFlipkart partnership provides access to credit solutions for sellers on the e-commerce platform.
- PineLabsminorPineLabs partnership enables merchants to access revolving line of credit through MyShubhLife's platform.
- ReputeminorPartnership with Repute to offer financial solutions to the workforce through their platform.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MyShubhLife competitors and assessment
Company assessmentDirect peers
- Lendingkart: India-based digital lending NBFC providing working capital and term loans to MSMEs via its own tech platform and partner ecosystems. Directly comparable in target segment, ticket size, and embedded distribution approach.
- Indifi Technologies: Embedded SME lending platform that distributes credit through partnerships with digital platforms and marketplaces in India. Closely comparable in business model of underwriting MSME loans via alternative data and partner integrations.
- Flexiloans: Tech-enabled MSME lending platform offering collateral-free business loans to small businesses in India through digital channels. Directly comparable in target customer (MSMEs), loan ticket sizes, and digital-first underwriting.
- KreditBee: India-based digital lending platform offering personal loans and credit lines to salaried and self-employed segments including new-to-credit borrowers. Comparable in alternative-data underwriting and focus on underserved retail segments.
- MoneyTap: Indian digital lending app providing personal credit lines to salaried individuals with flexible repayment. Comparable in serving new-to-credit consumers via app-based credit decisioning and partner-driven distribution.
- Capital Float (now Axio): Digital lending platform offering consumer and SME credit products including BNPL and merchant financing in India. Comparable in alternative-data underwriting and diversified credit product set.
- LazyPay (PaySense): India-based BNPL and consumer credit provider integrated into merchant checkout flows and partner platforms. Comparable in embedded credit distribution model and target on digitally-active underserved consumers.
- ZestMoney: India's BNPL-focused embedded lender enabling consumer credit at online and offline merchants via alternative underwriting. Comparable in alternative-data scoring and partner-led GTM motion.
- mPokket: Indian digital lender providing instant personal loans to salaried employees and students via mobile app, with a focus on thin-file borrowers. Comparable in app-first distribution and serving new-to-credit segments.
Emerging players
- Rupeek: India-based gold-backed digital lending platform serving underserved borrowers. Comparable as an alternative-data-driven NBFC targeting India's financially underserved customer base, though product is collateral-backed rather than unsecured.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MyShubhLife social profiles
Digital presenceMyShubhLife compliance and trust
Trust signalCompliance3 records
MyShubhLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyShubhLife leadership team
Management profileNumber of profiles
Profiles14 records
MyShubhLife funding detail
Funding detailFunding overview
Funding rounds6 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyShubhLife 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 MyShubhLife
What does MyShubhLife do?
MyShubhLife is an embedded finance platform that provides digital credit to underserved MSMEs, merchants, and individuals in India through partner platform integrations and its own mobile app. It offers revolving overdraft lines, daily/weekly EWI & EDI loans, and term loans ranging from Rs.15,000 to Rs.5,00,000 with tenure up to 12 months, plus Shubh Now salary-on-demand on WhatsApp. Underwriting is driven by proprietary AI/ML models that leverage alternative data (transaction history, mobile usage, bank statements, ITR) to assess thin-file and new-to-credit borrowers who lack formal credit history.
Is MyShubhLife a public or private company?
MyShubhLife is a private company. It is classified as corporate owned and is currently operating.
When was MyShubhLife founded?
MyShubhLife was founded in 2016. It employs 101 to 250 people.
Where is MyShubhLife based?
MyShubhLife is headquartered in Bangalore, India, in the Asia region.
How does MyShubhLife make money?
Three revenue lines are on record. Interest Income is the primary driver. The others are processing Fees and platform/Technology Services.
Who are MyShubhLife's main competitors?
Direct peers on record are Lendingkart, Indifi Technologies, Flexiloans, KreditBee, MoneyTap, Capital Float (now Axio), LazyPay (PaySense), ZestMoney and mPokket. Rupeek is listed as an emerging player.
Does MyShubhLife have an API?
No public API is recorded for MyShubhLife.
What industry is MyShubhLife in?
MyShubhLife's product category is MSME Lending Platform. Its primary akta.pro industry code is FSAKAGAL, SME Credit Underwriting, Scoring & Risk Analytics, with a secondary code of FSAGAHAD, Underwriting Automation & Income/Employment Verification. Its NAICS code is 52231 and its SIC code is 6153.