What Hepsifinans does

Hepsifinans (legally Hepsi Finansman A.Ş.) is a Turkish consumer finance company operating as an indirect wholly-owned subsidiary of Hepsiburada, Turkey's leading publicly-traded e-commerce platform (Borsa Istanbul ticker HPTH). Founded in 2022 within the Hepsiburada group and commencing full operations at the end of 2023, the company provides installment credit and instant consumer loans to shoppers on the Hepsiburada platform. Its flagship product is Hepsitaksit, a bank-independent buy-now-pay-later (BNPL) service allowing purchases to be split into up to 12 monthly installments, with credit limits ranging from TRY 100 to TRY 100,000 determined by individual creditworthiness. A complementary product, Anında Kredi (Instant Credit), extends general-purpose credit access, and all credit lines are managed through the Hepsifinans mobile application.

The company's technology stack centers on real-time credit decisioning at the checkout step, NFC-enabled digital identity verification using Turkish chip-based ID cards, and a fully digital onboarding path that bypasses physical branch requirements. Customers can complete sign-up through NFC smartphone verification or a courier-based process. Loan repayments are serviced through five partner Turkish banks — Yapı Kredi, Akbank, Garanti BBVA, İş Bankası, and QNB Finansbank — across mobile, internet, ATM, and branch channels, plus direct IBAN transfer. The company is registered as a Turkish joint stock company (A.Ş.), holds membership in the Financial Consumer Insurance Fund (FKB), and is subject to oversight from Turkey's Capital Markets Board (SPK) for its bond issuance program.

Hepsifinans generates revenue primarily through interest income on consumer installment loans, with rates varying by product category and customer risk profile. Its go-to-market is purely product-led growth, embedded in the Hepsiburada checkout experience, eliminating the need for a separate sales force. The company funds its lending operations through capital markets debt — most recently a TRY 100 million bond issued in March 2025 at a 43% annual interest rate — under a Capital Markets Board-approved program permitting up to TRY 1.05 billion in aggregate issuance within one year. As a captive finance arm of Hepsiburada, Hepsifinans has no independent external shareholders and its strategic direction is fully aligned with the parent platform's e-commerce growth objectives.

Name

Hepsifinans

Legal name

Hepsi Finansman A.Ş.

Website

https://hepsifinans.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Hepsifinans is a Turkish consumer finance company and indirect wholly-owned subsidiary of Hepsiburada that provides installment credit (BNPL) products of TRY 100–100,000 to e-commerce shoppers on the Hepsiburada platform via its Hepsitaksit service.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Other Nondepository Credit Intermediation (52229), Sales Financing (52222)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Revolving Lines of Credit (Personal HELOC-excluding / Unsecured LOC) (FSAKABAL)

Keywords

• Consumer lending
• Installment credit
• BNPL financing
• E-commerce financing
• Digital credit services

Headquarters

HQ city

Sisli

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Others, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Consumer Lending Interest: Revenue generated from interest charged on installment loans extended to customers for Hepsiburada purchases. Credit limits range from 100 TL to 100,000 TL with varying maturities up to 12 months. Interest rates vary based on product category and credit assessment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Hepsifinans provides bank-independent installment credit to Turkish consumers for Hepsiburada purchases through Hepsitaksit, with credit limits from 100 TL to 100,000 TL and terms up to 12 months. It also offers Anında Kredi (Instant Credit) for immediate borrowing needs.

Product overview

Hepsifinans is a Turkish consumer finance company that operates as an indirect wholly-owned subsidiary of Hepsiburada. The company offers a portfolio of BNPL-style financing products centered around Hepsitaksit, an installment credit service integrated with the Hepsiburada e-commerce platform, allowing customers to make purchases with up to 12-month installments without needing a bank. Additional offerings include instant credit (Anında Kredi) for immediate financial needs. All credit products are managed through the Hepsifinans mobile application, and repayments are processed through a network of partner Turkish banks including Akbank, Garanti, İş Bankası, QNB Finansbank, and Yapı Kredi.

Differentiator

Problem solved

Functional benefit

Brands

• Hepsitaksit: Installment credit service allowing customers to make purchases on Hepsiburada with up to 12-month payment plans, independent of banks.

Products and services

• Hepsitaksit A bank-independent installment credit service for Hepsiburada purchases, allowing customers to pay in installments for up to 12 months, with credit limits from 100 TL to 100,000 TL.
• Anında Kredi (Instant Credit) An instant credit product that allows customers to obtain credit immediately for their needs without delay.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

One partnership is on record.

• Yapı Kredi, Akbank, Garanti, İş Bankası, QNB FinansbanksupportingOthersFive partner banks enabling customers to make loan payments through various channels including mobile apps, internet banking, ATMs, and branch counters. Payments accepted via credit account number. Also accepts bank transfers to company IBAN for customers without accounts at partner banks.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Klarna: Swedish-founded global BNPL leader offering pay-in-installments financing at online checkout. Closely comparable business model (instant credit decisioning at point of purchase, recurring interest revenue), but at much larger scale and across multiple merchants globally rather than a single integrated commerce platform like Hepsifinans.
• Affirm: US-listed BNPL and consumer fintech offering installment credit at checkout with risk-based pricing. Comparable revenue model (interest on installment loans) and use case (online retail financing), but operating at much greater scale and across many merchants in North America.
• Afterpay: BNPL pioneer acquired by Block, offering pay-in-4 and longer-tenor installment products at checkout globally. Comparable installment-credit-at-checkout model with much larger merchant footprint, but similar underlying consumer credit mechanics.

Regional players

• Tamara: Middle East BNPL provider offering installment credit at checkout across regional merchants. Closely comparable product-led credit model; differs in geographic focus (GCC rather than Turkey) and serving multiple merchants rather than a single integrated commerce platform.
• Tabby: Leading Middle East BNPL player offering installment plans at checkout. Similar embedded consumer credit model to Hepsifinans, but operating in MENA and integrated across multiple retailers rather than a single platform owner.

Direct peers

• Powerpay: Turkish BNPL provider offering installment payments for online shoppers. The most direct local comparable given shared Turkish consumer credit market, similar merchant-aligned checkout-financing model, and overlapping target audience of e-commerce consumers.
• Param: Turkish fintech offering consumer payments and installment lending products. Comparable Turkish-market consumer credit focus and similar point-of-sale financing use cases to Hepsifinans' Hepsitaksit product.

Others

• Findeks: Turkey's primary consumer credit bureau providing credit reports and scores. Comparable as an adjacent credit-information infrastructure provider whose data and risk signals could support Hepsifinans' underwriting decisions.
• Iyzico: Turkish payment service provider offering checkout and merchant acquiring infrastructure. Adjacent in the Turkish digital payments ecosystem with potential overlap in checkout-financing-enabled commerce, though not a direct consumer lender.

Emerging players

• Papara: Turkish digital wallet and consumer fintech expanding into credit and investment products. Comparable Turkish-market consumer fintech with adjacent offerings in digital payments and emerging consumer credit products that could overlap with Hepsifinans over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors

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 Hepsifinans