Myfin Group

What Myfin Group does

Myfin Group (ООО «Майфин») is a Belarusian private company that operates myfin.by, the leading financial information portal in Belarus. The platform aggregates banking products (consumer credits, mortgages, auto loans, deposits, cards), currency exchange rates from the National Bank of Belarus and commercial banks, cryptocurrency rates, leasing options, and investment instruments (stocks, bonds, precious metals) into a single comparison interface for Belarusian consumers and small businesses. Core technology comprises a web portal and a mobile application distributed via the Apple App Store, Google Play, and Huawei AppGallery, supported by financial calculators (credit, deposit, leasing), a bank-branch/ATM locator, and the MYFIN Queue appointment-booking system integrated with BelVEB Bank. The platform also publishes daily financial news, expert articles, and sponsored content across categories including banking, currencies, markets, autos, and business.

The business model is dual-sided and free to end users. On the consumer side, Myfin drives organic traffic through SEO dominance on financial queries in Belarus, capturing user intent and routing qualified leads to partner banks, leasing companies, insurance providers, and brokers via online application forms. On the B2B side, the company monetizes through media advertising (banner and full-screen placements, sponsored news, special projects, webinars), display and Telegram-channel promotion, and usage-based lead generation fees at a reported scale of 100 to 7,000 leads per month per partner. Pricing is published transparently: 1,950 BYN/day for main news-block placement, 950 BYN/day for partner materials, and 510 BYN per Telegram post, with promotional discounts in effect through mid-2026. Core partners include Belarusbank, MTBank, Alfa Bank, BelVEB, Priorbank, Sber Bank, Stravita insurance, Freedom Finance, EXANTE, and BSB Bank, supplemented by non-financial advertisers (Savushkin Produkt, MTS). The company is registered in Minsk, has 11–50 employees, and operates international mirror sites (myfin.pt, .fr, .uk, .es, .us) plus a cross-referral relationship with Russian portal Bankiros.ru.

Name

Myfin Group

Legal name

Общество с ограниченной ответственностью "Майфин"

Website

https://myfin.by

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Myfin Group operates myfin.by, the leading financial information portal in Belarus, aggregating banking products, currency rates, and investment instruments for Belarusian consumers and small businesses, monetized through advertising and lead generation to bank, insurance, leasing, and broker partners.

Ownership category

akta.pro rank

Product category

Financial Information and Comparison Portal

SIC

Loan Brokers (6163)

akta.pro primary industry

Account Aggregation & Connectivity (Multi-bank linking) (FSAGACAA)

Keywords

• Financial comparison portal
• Banking product aggregation
• Currency exchange rates
• Lead generation services
• Financial advertising platform

Headquarters

HQ city

Minsk

HQ country

Belarus

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising Services: Myfin Group generates revenue primarily through advertising. The platform offers media advertising (branding, fullscreen ads, mobile banners), sponsored news placement, and special project content. Lead generation for financial sector partners generates revenue per qualified lead or referral. The platform serves as an advertising marketplace for banks, insurance companies, leasing firms, and other financial institutions targeting Belarusian consumers.
2. Lead Generation and Referral Fees: The platform routes qualified users to financial product providers (banks, MFOs, leasing companies, insurance companies, forex brokers) through online application forms, earning referral fees or lead generation revenue per submitted application. Lead volume scales from 100 to 7,000 leads per month per partner.
3. Sponsored Content and Special Projects: Partner-funded articles, analytical materials, interviews, webinars, and video content with brand integration. Pricing varies by content format and placement location.
4. Display Advertising and Promotions: Banner advertising, promotional campaigns, and featured placement in the main news block. The platform also offers Telegram channel post promotion as part of advertising packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Myfin Group operates myfin.by, Belarus's leading financial information and comparison portal, aggregating banking products (credits, deposits, cards), real-time currency rates, investment instruments, leasing options, and business banking services from third-party financial institutions. The platform monetizes primarily through digital advertising placements and qualified lead generation (100–7,000 leads/month per partner) routed to banks, leasing companies, insurance firms, and MFOs via integrated online application forms.

Product overview

Myfin Group operates myfin.by as a unified financial information portal — a single platform aggregating a broad range of banking, lending, investment, and insurance products for consumers and businesses in Belarus. The core product is the myfin.by web platform, supplemented by the Myfin mobile app available on iOS, Android, and AppGallery. The portal's functional suite includes a currency converter, currency rates service (covering NBRB, cryptocurrency, and forex), credit and deposit calculators, a bank branch/ATM locator map, and an online services hub for currency booking and payments. On the B2B side, the company offers advertising and lead generation services to financial sector partners (banks, insurers, leasing firms), as well as business banking service information. All these tools are presented within one portal rather than as standalone products, with the mobile app mirroring the core web functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• myfin.by Financial Information Portal A free-to-consumer web portal aggregating banking products (credits, deposits, cards, insurance, investments, leasing), currency exchange rates (NBRB, banks, crypto), financial news, calculators, and an interactive bank/ATM branch map for Belarusian consumers and businesses.
• Myfin Mobile App Native mobile app providing real-time currency rates and converter, credit information, and bank branch locator, available on iOS, Android, and Huawei AppGallery.
• Advertising Services on Myfin.by B2B advertising platform enabling banks, insurers, leasing firms, and other financial institutions to place media ads, sponsored content, and special projects on myfin.by. Pricing from 510 BYN (Telegram post) to 1,950 BYN per day (main news block), with reported CTR up to 6% (3-5x market average).
• Lead Generation Services for Partners B2B service routing qualified users from the portal's audience to partner financial institutions through integrated online application forms, with monthly lead volumes ranging from 100 to 7,000 per partner and integration support included.

Quantifiable outcome

• CTR up to 6% for advertising placements, 3-5x above market average
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ООО «Рэкун технолоджи» (RekUn Technology)coreTechnology or IntegrationProvides cloud storage services to Myfin Group. Located at Dzerzhinsky Ave. 3B, pom.44, Minsk. UNP 193217272. Also serves as the data processor for Matomo web analytics on the myfin.by platform.
• ООО «СофтЮник ПЛЮС»coreTechnology or IntegrationProvides advertising distribution services for Myfin Group. Located at Timiryazeva St. 97, office 22-58, Minsk. UNP 193161303.
• Yandex (Yandex Europe AG / Yandex LLC)coreTechnology or IntegrationProvides Yandex.Metrica web analytics and Yandex advertising network (ADFOX, Yandex Mobile Ads) for audience measurement and targeted advertising on the Myfin platform.
• Google (Google Ireland Ltd / Google LLC)coreTechnology or IntegrationProvides Google Analytics web analytics and Google Ads contextual advertising platform for traffic analysis and targeted ad delivery on the Myfin platform.
• Belarusian Banks (Belarusbank, MTBank, Alfa Bank, BelVEB, Belinvestbank, Sber Bank, and others)coreGTM or Marketing PartnerFinancial institution partners listing banking products (credits, deposits, cards, insurance, investment) on the Myfin platform and receiving leads through online application forms. Partners include all major Belarusian banks with integrated product catalogs, currency rate feeds, card-to-card transfer services, and appointment booking.
• Leasing Companies (A-Leasing and others)minorGTM or Marketing PartnerAuto and equipment leasing companies partnered with Myfin for lead generation, offering consumer and business leasing products through the platform's leasing section and online consultation requests.
• Insurance Companies (Stravita and others)minorGTM or Marketing PartnerInsurance company partners featured in the platform's business news and partner materials sections, sponsoring content related to savings, investment, and insurance products.
• Belarusian Post (РУП «Белпочта»)minorImplementation/ SI/ Consulting PartnerState postal operator partnered with Myfin for physical mail correspondence services when required for platform operations and document delivery.
• Bankiros.ruminorChannel Partner/ Reseller/ DistributorCross-referral partnership with the Bankiros.ru financial portal (Russian market) listed on Myfin's international expansion page.
• Freedom FinanceminorGTM or Marketing PartnerInternational broker featured on Myfin's investment platform, offering brokerage services to Belarusian users. Operates from Cyprus jurisdiction.
• Savushkin Produkt (ОАО «Савушкин продукт»)minorGTM or Marketing PartnerDairy company sponsoring nutrition and health content articles on the Myfin platform as part of special project (партнерский материал) format.
• МТС (Mobile TeleSystems)minorGTM or Marketing PartnerTelecom operator featuring branded content (special projects) on Myfin platform related to brand loyalty and digital services. Author in the blog/experts section.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Bankiros.ru: Russian financial product comparison portal covering credits, deposits, cards, and insurance with lead generation for partner banks. It is a direct peer to Myfin.by in the CIS financial comparison category and is even listed as a cross-referral partner on Myfin's international expansion page.
• Sravni.ru: One of Russia's largest financial product comparison platforms, aggregating bank deposits, loans, insurance, and credit cards with lead generation monetization. Highly comparable in business model and geography-adjacent market to Myfin.by.

Broad incumbents

• LendingTree: US-based loan comparison marketplace that connects consumers with multiple lenders and earns referral fees on originated loans. Same lead-generation/affiliate model as Myfin's B2B service but at much greater scale and breadth.
• Bankrate: Established US financial comparison publisher covering credit cards, mortgages, deposits, and insurance with affiliate/lead revenue. Directly comparable to myfin.by in aggregating bank product data and monetizing via partner referrals.
• NerdWallet: US personal finance comparison and content platform with calculators, product comparisons, and affiliate lead generation across banking, credit cards, loans, and insurance. Closely analogous to Myfin's combined content + comparison + lead-gen model.
• MoneySupermarket: UK price comparison website covering financial services (insurance, loans, credit cards) plus utilities, monetizing via partner referrals and advertising. Comparable in operating a multi-vertical comparison portal with strong SEO and lead generation.
• Finder.com: Global financial product comparison platform operating across multiple geographies (US, UK, AU, CA) with affiliate/lead-gen monetization across banking, credit, and insurance. Comparable for its multi-market expansion model that parallels Myfin's country-domain footprint.
• GoCompare: UK financial comparison platform (loans, credit cards, insurance) using comparison tables, calculators, and partner referrals. Comparable in the breadth of banking and insurance products compared and the SEO-driven organic acquisition model.
• SmartAsset: US financial advisor and product matching platform using calculators, comparison tools, and lead generation for mortgages, banking, and investment products. Comparable for its calculator-led, content-rich funnel and B2C-to-B2B lead monetization approach.

Emerging players

• BankBazaar: India-based online financial marketplace comparing credit cards, loans, and insurance products with lead generation to partner banks. Comparable as a multi-product comparison platform in an emerging market with a partner-driven monetization model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Myfinby
• Facebookfacebook.com/Myfinby
• LinkedInlinkedin.com/company/myfinby

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Myfin Group