What eKapusta does

eKapusta is a Russian online microfinance organization (MFO) operated by OOO MKK "Rusinterfinance" (LLC MCC "Rusinterfinance"), registered in Novosibirsk and operating under Bank of Russia microfinance license No. 2120754001243 issued on 22 March 2012. The company issues short-term unsecured online microloans of 100 to 30,000 RUB with terms of 7 to 21 days at a standard rate of 0.8% per day; the first loan is interest-free if repaid in full by the due date. Distribution is fully digital via ekapusta.ru and native mobile applications distributed through Google Play, App Store, Huawei AppGallery, and RuStore, with loan disbursement and repayment available 24/7 via SBP, Visa/Mastercard/MIR bank cards, and YooMoney e-wallets.

The platform is built around an automated credit-scoring and decisioning engine that processes applications in minutes without human underwriter involvement, drawing on passport data, government (Gosuslugi) and bank (Tinkoff ID, Alfa ID) identity bindings, geolocation, and historical repayment behavior. Onboarding, limit-setting, and identity verification are self-serve, with a 10-minute registration flow and average support response time of approximately 2 minutes. Repeat borrowers benefit from progressive limit increases (documented up to the 30,000 RUB ceiling), loan-prolongation options, credit-history reporting, and a bonus system covering up to 30% of accrued interest.

The revenue model is interest income on microloans (0.8% per day on outstanding principal) supplemented by late-payment penalties, prolongation fees, and a freemium review-incentive program. Acquired over 14 years, the customer base exceeds 12M unique borrowers across Russia, supported by SEO-led acquisition through hundreds of city- and condition-specific landing pages, a referral program paying 300-700 RUB per successful referral, and an incentivized third-party review program on Banki.ru, Sravni.ru, Otzovik, Yandex Maps, Google Maps, and Irecommend. The company self-funds through its lending operations with no disclosed institutional investor, parent entity, or M&A activity.

Name

eKapusta

Legal name

Общество с ограниченной ответственностью микрокредитная компания «Русинтерфинанс»

Website

https://ekapusta.ru

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

eKapusta is a Russian online microfinance organization (MFO) that issues short-term digital microloans of 100 to 30,000 RUB for 7-21 days at 0.8% per day, serving Russian consumers needing urgent cash via a fully automated, mobile-first platform with 12M+ lifetime borrowers nationwide.

Ownership category

akta.pro rank

Product category

Consumer Microfinance

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Digital Identity, eKYC & Borrower Verification (Lending-Focused) (FSAGAHAF)

akta.pro secondary industries

Digital Account Opening & Onboarding (eKYC, eSignature, Origination) (FSAGAAAB), Account Verification & Ownership (AVS/AOV, micro-deposits, auth) (FSAGACAB)

Keywords

• Online microloans
• Consumer microfinance
• Short-term lending
• Payday loans online
• Digital lending platform

Headquarters

HQ city

Novosibirsk

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Microloan Interest Income: Revenue generated from daily interest accrual on microloans at 0.8% per day. For a 30,000 RUB loan over 20 days, interest amounts to 5,040 RUB. First-time loans are interest-free if repaid on time, serving as a customer acquisition tool. Standard interest applies to repeat loans and any overdue loans.
2. Late Payment / Extension Fees: Penalty interest and fees are charged on overdue loans. Customers can extend (prolong) loans by paying accrued interest, generating additional revenue.
3. Review Incentive Program: Customers receive discount coupons (300-700 rubles per verified review) applied toward future loan interest payments, encouraging reviews on third-party platforms (Banki.ru, Sravni.ru, Otzovik, Yandex Maps, Google Maps, Irecommend) to drive organic acquisition.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

eKapusta is a Russian online microfinance organization that issues short-term unsecured microloans of 100 to 30,000 RUB over 7-21 day terms at 0.8% per day standard interest, with the first loan offered at 0% if repaid on time. Customers apply, are decisioned automatically in minutes, and receive funds instantly 24/7 via SBP, bank cards (Visa/Mastercard/MIR), or YooMoney wallets through a website or native mobile apps. The product targets Russian consumers needing urgent small-ticket liquidity between paychecks, including those with poor or no traditional banking credit history.

Product overview

eKapusta is a Russian microfinance company (MFO) operated by LLC MKK Rusinterfinance that offers a unified online microloan platform. The core product is fast online microloans ranging from 100 to 30,000 rubles with terms up to 21 days. The platform is accessible via website and mobile applications (available on Google Play, App Store, Huawei AppGallery, and RUStore). Key supplementary services include a referral bonus program offering up to 700 rubles per referral, a credit history improvement program for borrowers with poor credit, a customer reviews and rewards system, and 24/7 customer support with chat and phone channels. The personal account feature enables loan management, repayment options including early closure and prolongation, and integration with SBP, bank cards, and electronic wallets for fund transfers.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Microloans (Микрозаймы / Микрокредиты) Short-term unsecured microloans from 100 to 30,000 RUB over 7-21 day terms at 0.8% per day; first loan at 0% if repaid on time. Funds disbursed instantly 24/7 to bank cards (Visa/Mastercard/MIR), YooMoney, or via SBP. Targeted at Russian adult consumers (18+) needing urgent short-term liquidity, including those with poor or no traditional banking credit history.
• eKapusta Mobile Application Native mobile application distributed on Google Play, App Store, Huawei AppGallery, and RuStore that lets Russian consumers register, apply for microloans, view status, repay, extend, and access 24/7 customer support from a smartphone, with push-notification payment reminders.
• Referral Bonus Program 'Bring a Friend' (Приведи друга) Customer-acquisition program where existing eKapusta borrowers invite friends via personal promo codes and both parties earn bonus credits (300-700 RUB each) upon successful repayment of the referee's first free loan, with unlimited referrals.

Quantifiable outcome

• Registration and loan disbursement in 10 minutes
• +4 more outcomes

Named customers4 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

Integration7 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SBP (System of Fast Payments / Система Быстрых Платежей)coreTechnology or IntegrationSBP is Russia's instant payment infrastructure operated by the Bank of Russia and enabled by major Russian banks. еKapusta uses SBP for instant loan disbursements and commission-free repayments, eliminating the need for card details for each transaction.
• Banki.ruminorGTM or Marketing PartnerBanki.ru is Russia's largest financial services aggregator and review platform. еKapusta maintains a company profile with 7,300+ reviews (96.4% positive) and participates in the review incentive program, where customers earn bonus credits for verified reviews on the platform.
• Sravni.ruminorGTM or Marketing PartnerSravni.ru is a major Russian financial product comparison platform. еKapusta is listed with a 4.9★ rating (8,200 reviews), participating in the review incentive program to drive visibility and customer acquisition.
• Otzovik (Отзовик)minorGTM or Marketing PartnerOtzovik is a major Russian review platform. еKapusta maintains a presence with 300+ reviews (4.9★) and participates in the review incentive program, where customers earn bonus credits for verified reviews.
• Financial Ombudsman Service (Служба финансового уполномоченного)minorOthersеKapusta informs customers about the Financial Ombudsman Service for dispute resolution. Address: 119017, Moscow, Staromonetny lane, 3. This is a mandatory regulatory reference for consumer protection in Russia.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Webbankir: Russian online MFO specializing in short-term microloans up to ~30,000 RUB with automated decisioning and mobile-first onboarding. Comparable product range, pricing model, and customer profile to eKapusta.
• Vivus (Vivus.ru): Online Russian MFO in the same 4finance group, providing instant short-term microloans via automated decisioning. Comparable product mechanics, pricing, and customer segment.
• Zaymer (Zaimer): Leading Russian online microfinance platform using fully automated robotic scoring to issue small short-term loans 24/7. Directly comparable in business model, target customer (thin-file consumers), and regulatory MFO license status.
• Lime (Lime-Zaim): Online Russian MFO offering instant microloans with automated scoring and mobile app onboarding. Competes in the same payday-loan segment with similar maximum amounts and freemium first-loan mechanics.
• Moneyman: One of the largest online MFOs in Russia, offering instant payday-style microloans via website and mobile app with automated decisioning and similar 0.8%/day pricing tier. Direct head-to-head competitor to eKapusta in product, customer segment, and GTM.
• Turbozaim: Russian online MFO providing small instant loans to individuals with automated approval, comparable loan sizes and terms. Direct competitor in the same regulatory MFO framework.
• MigCredit: Russian online microfinance company offering short-term and installment loans to individuals, including underbanked segments. Comparable target market and digital-first distribution model.
• Platiza: Online Russian MFO offering microloans and longer-term installment products to consumers, with automated decisioning and mobile app distribution. Overlaps eKapusta on short-term product but extends into installment lending.

Broad incumbents

• Tinkoff Bank: Major Russian digital bank offering consumer credit cards, personal loans, and buy-now-pay-later products through its Tinkoff ID platform (which eKapusta integrates with). A broad incumbent in adjacent consumer credit rather than a direct payday-loan competitor.
• Sberbank: Dominant Russian state-owned bank providing consumer loans, credit cards, and small-ticket lending products via its digital channels. Represents the broader incumbent competition that eKapusta's microloan model competes against for underbanked customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ekapusta1
• Facebookfacebook.com/ekapustaofficial
• LinkedInlinkedin.com/company/rusinterfinans-ooo

Compliance2 records

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 eKapusta