What Easy Credit does

Easy Credit (Изи Кредит), operating under the legal entity ИЗИ АСЕТ МЕНИДЖМЪНТ АД (Easy Asset Management AD), is a Bulgarian non-bank financial institution founded in 2004 that provides quick consumer installment loans to individuals. Registered in the Bulgarian National Bank Register of Financial Institutions (EIK 131576434), the company serves retail borrowers who need fast access to credit outside the traditional banking system, including salaried workers, pensioners, homeowners, and loyalty-tier customers. It has disbursed over 5 million credits in Bulgaria and reports 89% national brand awareness. Easy Credit is a subsidiary of Management Financial Group AD (МФГ), an international financial holding with affiliated consumer lending operations in Romania, Ukraine, Poland, North Macedonia, Croatia, Spain, Peru, and Kenya.

The product portfolio consists of branded installment loan products differentiated by ticket size and repayment cadence: ИЗИ КРЕДИТ (weekly installments up to €5,000), ИЗИ МЕСЕЦ (monthly), КРЕДИТ ПЕНСИОНЕР (for pensioners), ИЗИ МАКС (biweekly, up to €2,500), ИЗИ СУПЕР МАКС (up to €9,000), VIP ИЗИ (preferential rates for loyalty members), and an Ипотечен кредит mortgage-backed product up to €100,000. The offering runs on a cloud-based, full-cycle digital loan origination platform enabling online application, creditworthiness assessment, remote eKYC identity verification (national ID plus selfie), electronic signature, Standard European Form delivery, and a real-time loan calculator disclosing GLP (annual interest rate) and GPR (total annual cost rate). Native mobile apps are available on iOS, Android, and Huawei AppGallery, and payment processing is handled through third-party integrations with Aicard AD (card payments) and Iris Solutions OOD (bank transfers).

The business monetizes primarily through interest income on installment loans (illustrative example: GLP 39.00%, GPR 47.85%), guarantee fee income on mandatory guarantee arrangements, and loan processing/administrative and late-payment fees. Go-to-market is a hybrid model combining fully online self-serve channels (website, mobile app, phone at 0700 18 100) with an extensive field sales network of over 200 physical offices staffed by credit consultants who can also deliver cash disbursements to customers' homes, plus a distribution partnership with Bulgarian Posts extending reach to 600+ postal offices. Customer acquisition and retention are reinforced by the EasyBonus loyalty program (points redeemable for gifts, VIP status, or loan discounts) and a "Bring a Friend" referral program offering shopping vouchers. The company employs over 4,000 people, including 3,500+ field credit consultants.

Name

Easy Credit

Legal name

ИЗИ АСЕТ МЕНИДЖМЪНТ АД

Website

https://easycredit.bg

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Easy Credit is a Bulgarian non-bank financial institution providing quick consumer installment loans (weekly, biweekly, monthly, and mortgage-backed) to individuals via online, mobile app, phone, and 200+ physical offices, serving salaried workers, pensioners, and homeowners nationwide.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Nondepository Credit Intermediation (5222), Credit Intermediation and Related Activities (522)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Emergency & Short-Term Installment Personal Loans (Unsecured) (FSAKAAAH)

akta.pro secondary industries

Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI), Debt Consolidation Personal Loans (Unsecured Installment) (FSAKAAAD)

Keywords

• Consumer lending
• Installment loans
• Non-bank finance
• Personal loans
• Quick credit

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income on Loans: The primary revenue stream is interest charged on installment loans extended to consumers. Each loan product carries a specified APR (Annual Percentage Rate) and a fixed or variable interest rate. The GLP (Annual Interest Rate) and GPR (Total Annual Cost Rate) vary by product type, loan amount, term, and individual creditworthiness assessment. Example shown: GLP 39.00%, GPR 47.85%.
2. Guarantee Fee Income: Revenue from guarantee agreements where third-party legal entities (financial institutions providing guarantee services) charge borrowers a fee for guarantee coverage. The guarantee is mandatory within 3 days of loan contract signing if the borrower does not provide other collateral.
3. Loan Processing and Administrative Fees: Fees associated with loan origination, administrative processing, and related services, including fees for optional guarantee products and late payment penalties as specified in the loan agreement.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels13 records

Core offering

Easy Credit (legal entity: Изи Асет Мениджмънт АД) is a Bulgarian non-bank financial institution that provides installment consumer loans to individuals. It offers quick credit products with weekly, biweekly, or monthly repayment schedules, with amounts ranging from €150 to €100,000 (for mortgage-backed loans). Loans are disbursed via cash at offices, bank transfer, or debit card, and applications are accepted online, via mobile app, phone, or in-person across 200+ offices.

Product overview

Easy Credit operates as a non-banking financial institution in Bulgaria, offering a diversified portfolio of quick credit products. The core offering consists of multiple branded credit products with different installment frequencies (weekly, bi-weekly, monthly) and target segments. The main products include: Easy Credit (weekly installments up to 5000€), Easy Month (monthly installments), Pensioner Credit (for retirees), Easy Max and Easy Super Max (higher limits up to 9000€), Easy 2, Easy Incredo, VIP Easy (for loyal customers), and Mortgage Credit (up to 100000€). Supporting digital services include a mobile app for iOS/Android, an online loan calculator, EasyBonus loyalty program, Bring a Friend referral program, online consultant, and Western Union money transfers. The company serves customers through 200+ offices nationwide, Bulgarian Post offices, and fully online channels.

Differentiator

Problem solved

Functional benefit

Brands

• ИЗИ КРЕДИТ (Easy Credit): Main credit product with weekly installments, up to 5000€
• ИЗИ МЕСЕЦ (Easy Month)
• КРЕДИТ ПЕНСИОНЕР (Pensioner Credit)
• ИЗИ МАКС (Easy Max)
• ИЗИ СУПЕР МАКС (Easy Super Max)
• ВИП ИЗИ (VIP Easy)
• ИЗИ 2 (Easy 2)
• ИЗИ ИНКРЕДО (Easy Incredo)
• ИПОТЕЧЕН КРЕДИТ (Mortgage Credit)
• EasyBonus
• Easy Credit Mobile

Products and services

• Easy Credit (Изи Кредит) Standard quick consumer loan with weekly installments, offering amounts up to €5,000 (9,779.15 BGN) and repayment terms up to 8 months. Targeted at salaried individuals needing short-term cash for urgent expenses such as car/home repairs, medical costs, or temporary cash shortfalls.
• Easy Month (Изи Месец) Quick consumer loan with monthly installments, offering amounts up to 9,779.15 BGN with repayment periods of 4–9 months. Designed for customers who prefer monthly payment schedules aligned with monthly salary or pension income.
• Pensioner Credit (Кредит Пенсионер) Specialized consumer loan for retirees with permanent pension income, offering amounts up to 4,889.58 BGN with monthly installments and eased eligibility requirements. Requires a pension certificate and is tailored to monthly pension payment cycles.
• Easy Max (Изи Макс) Higher-limit consumer loan with biweekly installments, providing amounts up to €2,500 for customers needing larger sums, with approval typically within 48 hours. Income from labor or pension is required.
• Easy Super Max (Изи Супер Макс) Consumer loan for working individuals with monthly installments, offering amounts from €500 to €9,000 (17,602.47 BGN) with flexible terms and approval within 24 hours. Targeted at salaried employees needing larger credit amounts.
• Easy 2 (Изи 2) Quick consumer credit product variant available to individual borrowers through Easy Credit's distribution channels (offices, online, mobile app, phone).
• Easy Incredo (Изи Инкредо) Quick consumer credit product variant (incremental/additional credit) available to individual borrowers through Easy Credit's distribution channels.
• VIP Easy (Вип Изи) Preferential consumer loan for VIP loyalty program members who have accumulated 20,000+ bonus points in the EasyBonus program. Offers reduced cost of credit and preferential interest rates.
• Mortgage Credit (Ипотечен Кредит) Mortgage-backed consumer loan with significantly higher limits up to €100,000 (195,583 BGN), monthly installments, and fast approval. Targeted at property owners needing larger amounts for long-term financial goals, with property collateral required.

Quantifiable outcome

• 5 million+ credits disbursed in Bulgaria
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Айкарт АД (Aicard AD)coreTechnology or IntegrationAicard AD (ЕИК 175325806) is the payment technology partner handling all card-based payment processing for Easy Credit. Both loan disbursements (to debit cards) and loan repayments are processed through Aicard's virtual POS terminal and authorization center. Card data is processed exclusively by Aicard AD and is not stored by Easy Credit. No additional fees are charged for card-based transactions.
• Ирис Солюшъns ООД (Iris Solutions OOD)coreTechnology or IntegrationIris Solutions OOD (ЕИК 204997709) provides the bank transfer payment terminal infrastructure enabling customers to make loan repayments via bank transfer directly from their bank/payment account. Supports payment initiation through the Easy Credit website without additional fees.
• Български пощи (Bulgarian Posts)coreChannel Partner/ Reseller/ DistributorLong-standing strategic partnership with Bulgarian Posts for nationwide postal station network access. Over 600 postal offices across Bulgaria provide Easy Credit loan services, extending reach to rural areas and towns without dedicated Easy Credit offices. Customers can receive loan disbursements and make repayments at participating post offices.
• Western UnionminorChannel Partner/ Reseller/ DistributorWestern Union money transfer services are available at Easy Credit offices, allowing customers to receive international remittances through Easy Credit's physical branch network.
• Opticlasa (Optical Centers)minorOthersOpticlasa optical centers offer discounts to Easy Credit loyalty program members as part of the EasyBonus partner network. Customers can redeem loyalty points or access discounts at these partner retail locations.
• Carpet House (Верига магазини за мебели)minorOthersCarpet House furniture retail chain is a partner in the EasyBonus loyalty program, offering discounts to Easy Credit customers and loyalty program members.
• Car's Point (Автосервиз)minorOthersCar's Point auto service center offers up to 50% discounts to Easy Credit loyalty program members as part of the EasyBonus partner network.
• Petrol (Бензиностанции)minorOthersPetrol fuel stations offer fuel discounts (up to 12 st./liter) to Easy Credit loyalty program members as part of the EasyBonus partner network for loyalty benefits.
• БАНКА ДСК (DSK Bank)minorOthersWhile not explicitly listed as a named partner, the company's loan products are available to employees of partner companies through salary project arrangements. The company references serving clients through employment income verification, suggesting partnerships with major employers for salary deduction loan products.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Creditstar Group: European online consumer lender providing short-term and installment credit across multiple countries, overlapping Easy Credit's digital small-loan offering.

Direct peers

• 4finance: Pan-European online consumer lender (Vivus, SMSCredit) offering short-term and installment loans in markets including Bulgaria, competing for the same non-bank borrower segment.
• Sun Finance Group: Baltic-headquartered online consumer lender operating short-term and installment loans across emerging European markets, competing in the same non-bank credit niche.
• Multitude (Ferratum): European fintech offering micro and consumer installment loans; directly overlaps with Easy Credit's fast, digitally originated small-dollar credit for underbanked customers.
• International Personal Finance (IPF): Listed home-credit and consumer lender operating installment loans across Central/Eastern Europe; near-identical field-agent-plus-digital model targeting underbanked consumers, directly comparable to Easy Credit.
• iCredit (Management Financial Group): Sister brand within the same MFG group offering non-bank consumer installment loans; closest analog in product and target customer, differentiated mainly by brand and cross-border footprint.
• Provident Financial Bulgaria: Non-bank home-credit lender operating in Bulgaria with agent-delivered installment loans, a direct in-market competitor to Easy Credit.

Broad incumbents

• Cofidis: Pan-European consumer credit specialist offering personal and installment loans; overlaps on unsecured consumer lending as a larger, multi-country incumbent.
• TBI Bank: Bulgarian consumer-focused challenger bank providing point-of-sale and personal loans; overlaps on consumer credit but as a licensed deposit-taking bank with broader products.
• Home Credit Group: Large emerging-markets consumer finance provider offering installment and point-of-sale lending to underbanked customers, overlapping Easy Credit's segment at greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/EasyCreditbg
• Facebookfacebook.com/EasyCreditBG
• LinkedInlinkedin.com/company/easy-credit
• Instagraminstagram.com/easycredit.bg
• TikToktiktok.com/@easycredit.bg
• Xx.com/EasyCreditBG

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Easy Credit