Direct Credit
Direct Credit (Директ Кредит) is a Russian fintech that operates a cloud-based multi-bank POS credit aggregation platform, routing consumer loan applications from 7,000+ retail merchants to 18 integrated banks and MFOs for two-minute credit decisions.
- Company typePrivate
- Founded2011
- HeadquartersMoscow, Russia
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Direct Credit does
Direct Credit (Директ Кредит) is a Russian point-of-sale (POS) consumer-lending software company operating as ООО «Директ Кредит Центр» (LLC Direct Credit Center), headquartered in Moscow with regional offices in Novosibirsk and Samara. Founded in 2011, the company built and operates Direct Credit v3, a cloud-based microservices platform registered in the Unified Register of Russian Computer Programs (No. 16227) that mediates credit applications between retail customers, merchants, and a network of 18 integrated banks and microfinance organizations. The company was the first in Russia to aggregate major POS banks and the first online lending aggregator, and it now serves more than 7,000 retail companies across 200+ Russian cities with a workforce of 2,500+ employees and 10,000+ system users.
The core product routes a single credit application simultaneously to multiple financial partners and returns an average decision in two minutes, lifting approval rates to 90% (maximum 95%) versus 40-60% for single-bank workflows. The platform is delivered as remotely accessed cloud software without local installation, complemented by an online integration module for e-commerce merchants (credit calculator, unified application form, document delivery), a personal-account portal for real-time sales monitoring and reporting, a proprietary call center, and five regional training centers. Integration with cash-register, 1C, and logistics systems supports both offline retail and online store workflows with onboarding in as little as two days online or one to two weeks offline.
Direct Credit monetizes through three streams: subscription-style software access fees paid by retail merchants, transaction-based revenue tied to credit applications and loan originations processed via the platform, and professional services covering integration customization, staff training, call-center operations, and credit-document logistics. Merchant pricing is individually negotiated under cooperation schemes (Standard, Light, Special, Optimal, Profitable), with trading-organization discount rates ranging from 0% to 33.7% depending on product type and loan term (6-36 months). The company also operates an in-house microfinance product, DK PAY, extending vertical reach beyond pure software intermediation.
Direct Credit firmographics
Firmographics- Name
- Direct Credit
- Legal name
- ООО «Директ Кредит Центр»
- Website
- https://dc2b.ru
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Direct Credit (Директ Кредит) is a Russian fintech that operates a cloud-based multi-bank POS credit aggregation platform, routing consumer loan applications from 7,000+ retail merchants to 18 integrated banks and MFOs for two-minute credit decisions.
- Ownership category
- akta.pro rank
Direct Credit industry classification
Industry- Product category
- Point-of-Sale Consumer Lending Software
- NAICS
- Activities Related to Credit Intermediation (5223), Nondepository Credit Intermediation (5222)
- SIC
- Loan Brokers (6163), Personal Credit Institutions (6141)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industries
- Short-Term Credit Broking & Lead Generation (FSAKAMAN), Personal Loan & Unsecured Credit Intermediation (FSAEAEAM)
Keywords
Where Direct Credit is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices3 records
Markets served
Direct Credit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Software Licensing and Access Fees: The company provides remote access to its proprietary POS credit software (ПО Директ Кредит) to retail organizations. Merchants pay for access and usage of the software, with costs varying based on the chosen cooperation model and current commercial terms with partner banks. The software is cloud-based and does not require local installation.
- Credit Transaction Facilitation: The company facilitates credit transactions between customers, banks, and retailers. Revenue is derived from the volume of credit applications processed and loans originated through the platform. Discount rates applied to different credit products (from 0% to 33.7% depending on product type and cooperation scheme) are shared between the company and partner banks.
- Professional and Support Services: Additional services include software customization and modification, integration with merchant websites and POS systems, staff training and certification, call center services for customer surveys and application completion, and logistics of credit documentation delivery. These are charged as separate service components.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Individual pricing based on selected cooperation scheme and bank terms |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Direct Credit product offering
Product offeringCore offering
Direct Credit provides a cloud-based POS and online consumer credit aggregation platform that lets retail stores, e-commerce merchants, and partner banks submit a single credit application to 10+ banks and microfinance organizations simultaneously, with average credit decisions returned in about two minutes. The company sells remote access to its proprietary ПО Директ Кредит v3 microservices software, supplemented by partner onboarding, staff training, call center support, and credit document logistics, and serves over 7,000 retail partners across 200+ Russian cities.
Product overview
Direct Credit offers a unified microservices-based platform (ПО Директ Кредит v3) for point-of-sale and online consumer lending. The core software integrates multiple banks and microfinance organizations into a single process, enabling credit decisions from 10+ financial institutions within 2 minutes. The platform is complemented by a personal account portal (Личный кабинет) for real-time sales monitoring and automated reporting, integration modules for online stores, call center support services, and training center network. The company also offers its own microfinance product DK PAY. The architecture supports both offline retail and e-commerce channels with unified credit application processing.
Differentiator
Problem solved
Functional benefit
Products and services
- ПО Директ Кредит v3 (Direct Credit Software v3) Core cloud-hosted platform that aggregates credit applications across 10+ banks and microfinance organizations from a single retail terminal or merchant website. Delivers multi-bank credit decisions in approximately 2 minutes and supports both offline POS credit and online lending flows. Sold to retail chains, e-commerce merchants, and bank partners in Russia.
- Личный кабинет Директ Кредит (Direct Credit Personal Account) Web-based personal account portal for retail and e-commerce partners to access the Direct Credit platform, monitor sales in real time, generate automated reports, and manage credit applications. Targeted at existing merchant partners in Russia.
- Online Store Integration Module (Интеграция для интернет-магазинов) Integration module for e-commerce merchants that embeds the Direct Credit loan calculator, unified application form, borrower data verification, and credit document delivery directly into the merchant website, with branding customization. Integration can be completed from 2 days for online stores.
- Call Center Services (Колл-центр услуги) Proprietary call center offering that supports customer queuing management, credit application questionnaire completion, and full credit application processing on behalf of merchants when their own staff are unavailable. Sold to retail and e-commerce partners as a paid service.
- Training Centers (Центры обучения) Network of five large regional training centers operating remotely across Russia using Direct Credit's proprietary methodology to train and certify sales agents and credit specialists on the platform and on partner bank authorization procedures. Delivered as a paid onboarding and certification service to merchants.
- DK PAY (ДК ПЭЙ) Microfinance loan product for POS lending issued by partner ООО МКК ДК ПЭЙ (registration number 2403045010033 in the State Register of MFOs), offered through the Direct Credit platform in 10- and 12-month terms to end borrowers at retail POS.
Quantifiable outcome
- Credit approval rate increases to 90% (max 95%) versus 60% (offline) and 40% (online) with a single bank
- +4 more outcomes
Companies that use Direct Credit
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Direct Credit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature5 records
Direct Credit partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- ПАО «МТС-Банк» (MTS Bank)coreMTS Bank is integrated into the Direct Credit POS credit platform, providing credit products including subsidized installment plans (6-36 months) and standard credit with overpayment. Discount rates for trading organizations vary from 0% to 22% depending on product type and cooperation scheme.
- АО «ТБанк» (Tinkoff Bank)coreTBank (formerly Tinkoff Bank) is integrated with Direct Credit, offering TCS.Classic credit products including standard credit and subsidized installment plans (6-36 months) with discount rates from 0% to 22% for retail partners.
- ПАО «Банк Уралсиб» (UralSib Bank)coreUralSib Bank is integrated into the Direct Credit platform, offering credit products at 30.7% rate with subsidized installments (6-36 months) and discount rates from 0% to 22%.
- АО «ОТП Банк» (OTP Bank)coreOTP Bank is a partner bank on the Direct Credit platform, offering the Universal Br 39 credit product with subsidized installments (6-36 months) and discount rates ranging from 0% to 22%.
- ПАО «Совкомбанк» (Sovcombank)coreSovcombank partners with Direct Credit, providing the 0x0x installment loan product series (0x0x6 through 0x0x36) and the Classic Credit product with subsidized installment discount rates from 0% to 22%.
- АО «Банк Русский Стандарт» (Russian Standard Bank)coreBank Russian Standard is integrated into the Direct Credit platform, offering BRSPOS credit products (POS_30_F and POS_29_F) with standard credit and subsidized installment plans (6-36 months).
- КБ «Ренессанс Кредит» (Renaissance Credit Bank)coreRenaissance Credit Bank is a financial partner on the Direct Credit platform, offering the Classic 30% and Classic 23% credit products with subsidized installment options (6-36 months) and discount rates from 0% to 22%.
- ООО МКК «ДК ПЭЙ» (DK PAY)coreDK PAY is a microfinance company (MFO) that partnered with Direct Credit to offer payday loans and small loans (10-24 months) through the POS credit platform. Registration number 2403045010033 in the State Register of MFOs.
- ООО «ПО РУБЛЮ» — Сервис рассрочки «ПОРУБЛЮ ПЛЮС» (PoRublyu)corePoRublyu is a buy-now-pay-later service integrated into Direct Credit, offering 6-month installment plans with discount rates from 0% to 14% depending on the cooperation scheme.
- ООО МФК «ЭйрЛоанс» (AirLoans)coreAirLoans is a microfinance company (MFC) integrated into the Direct Credit platform, offering the Universal (online) loan product. Registration number 651303045003744 in the State Register of MFOs.
- ООО «Денум Тех» (Denum Tech)coreDenum Tech provides POS loan products (POS Loan, POS_006, POS_0010, POS_0012, POS_0024) integrated into the Direct Credit platform with installment terms from 6 to 24 months.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Direct Credit competitors and assessment
Company assessmentBroad incumbents
- Affirm: Leading US BNPL and POS financing platform offering point-of-sale installment loans to consumers. Operates at significantly larger scale and serves the same fundamental use case (POS credit intermediation), though with a direct-to-consumer rather than B2B SaaS model.
- Klarna: Global BNPL leader offering POS installment financing at merchant checkout. Highly comparable in addressing POS credit intermediation, though Klarna operates as both lender and technology provider at much greater scale.
- Afterpay: BNPL leader (acquired by Block) offering pay-in-4 installments at POS. Comparable in addressing the same POS credit use case for consumers and merchants, though Afterpay uses a single underwriting model rather than aggregating multiple banks.
- Bread Financial: US-based POS financing and private label credit card provider serving major retailers. Comparable as a large-scale POS credit platform with bank partnerships, though focused on private label cards rather than multi-bank aggregation.
Direct peers
- Crezu: Russian online lending aggregator operating in the same Russian credit aggregation market. Directly comparable business model of connecting borrowers with multiple lenders via a single application flow.
- Splitit: POS installment financing network that enables merchants to offer installment payments via existing credit cards. Comparable as a B2B POS credit technology platform, though Splitit focuses on credit card installments rather than multi-bank aggregation.
- Younited Credit: European credit platform aggregating multiple lenders to offer consumer credit at point of sale. Highly comparable business model of multi-bank/lender credit aggregation, though operating primarily in Western European markets.
- Lemon Online: Russian BNPL service provider offering installment payments to consumers at merchant checkout. Comparable as a Russian-market POS credit technology provider competing in the same addressable market.
- Creditter: Russian credit comparison and aggregation platform helping consumers find loan offers from multiple lenders. Comparable in serving Russian consumers with multi-bank credit discovery, though focused more on direct consumer comparison than merchant POS integration.
Emerging players
- Sezzle: BNPL platform offering interest-free installment payments at POS. Comparable in serving POS credit intermediation, though Sezzle operates primarily in North America and focuses on pay-in-4 BNPL rather than multi-bank aggregation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights6 records
Customer concentration
Direct Credit social profiles
Digital presenceDirect Credit compliance and trust
Trust signalCompliance2 records
Direct Credit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Direct Credit leadership team
Management profileNumber of profiles
Direct Credit funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Direct Credit 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 Direct Credit
What does Direct Credit do?
Direct Credit provides a cloud-based POS and online consumer credit aggregation platform that lets retail stores, e-commerce merchants, and partner banks submit a single credit application to 10+ banks and microfinance organizations simultaneously, with average credit decisions returned in about two minutes. The company sells remote access to its proprietary ПО Директ Кредит v3 microservices software, supplemented by partner onboarding, staff training, call center support, and credit document logistics, and serves over 7,000 retail partners across 200+ Russian cities.
Is Direct Credit a public or private company?
Direct Credit is a private company. It is classified as venture growth investor backed and is currently operating.
When was Direct Credit founded?
Direct Credit was founded in 2011. It employs 501 to 1,000 people.
Where is Direct Credit based?
Direct Credit is headquartered in Moscow, Russia, in the Europe region.
How does Direct Credit make money?
Three revenue lines are on record. Software Licensing and Access Fees are the primary driver. The others are credit Transaction Facilitation and professional and Support Services.
Who are Direct Credit's main competitors?
Broad incumbents on record are Affirm, Klarna, Afterpay and Bread Financial. Direct peers are Crezu, Splitit, Younited Credit, Lemon Online and Creditter. Sezzle is listed as an emerging player.
Does Direct Credit have an API?
No public API is recorded for Direct Credit.
What industry is Direct Credit in?
Direct Credit's product category is Point-of-Sale Consumer Lending Software. Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAKAMAN, Short-Term Credit Broking & Lead Generation. Its NAICS code is 5223 and its SIC code is 6163.