My Finance

What My Finance does

My Finance is a French loan and insurance brokerage firm operated by EMIOB SARL, headquartered in Valence with six physical branch offices across the Lyon metropolitan area (Lyon 2, Lyon 6, Tassin-la-Demi-Lune, Villefranche-sur-Saône, and St-Georges-de-Reneins). The company acts as an intermediary connecting borrowers with a network of over 150 French banking and insurance partners, offering four core brokerage services: Prêt immobilier (residential mortgage brokerage), Prêt professionnel (professional and business loan brokerage), Rachat de crédits (credit consolidation, with claimed monthly payment reductions of up to 60%), and Assurance de prêt (borrower insurance brokerage). Its primary clients are individual home buyers (first-time buyers and investors), over-indebted households seeking consolidation, and business owners or entrepreneurs requiring financing for business creation, commercial real estate, or operational needs. The firm is registered with ORIAS (N° 17000908) as an IOBSP across multiple categories and is a member of CNCEF.

My Finance operates without any proprietary technology platform; it functions as a traditional human-driven brokerage using a third-party self-service online portal (Mon espace, powered by Globalcourtage) for document upload and dossier tracking, supplemented by in-person advisory at branches and telephone consultations. Its go-to-market is sales-led, relying on six physical branches, content marketing through a regularly updated financial blog and SEO-oriented Lexique Financier, organic search, and word-of-mouth referrals amplified by strong Google Reviews ratings (4.95/5 across 362 reviews on credit consolidation; 4.9/5 across 85 reviews for the Villefranche-sur-Saône agency). The revenue model is transaction-based: percentage-based brokerage fees (honoraires) on the financed amount, disclosed per dossier in signed mandates and only collected on successful completion, combined with standard referral commissions from financial institution partners.

Founded in 2018, the firm appears to be founder-managed with Emilien Joly identified as Associé gérant (managing partner). Growth has been organic and regionally concentrated in the Auvergne-Rhône-Alpes region, evidenced by the rollout of five secondary branches beyond the Valence headquarters. The firm employs between 11 and 50 staff, including approximately 17 named brokers and expert advisors with product specializations. No external institutional investors, funding rounds, or M&A activity are disclosed.

Name

My Finance

Legal name

EMIOB SARL

Website

https://my-finance.fr

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

My Finance is a French mortgage, professional loan, credit consolidation, and borrower insurance brokerage operating six branches across Lyon and Valence, intermediating between individual/SMB borrowers and 150+ French banking and insurance partners.

Ownership category

akta.pro rank

Product category

Mortgage & Insurance Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Commercial Mortgage Brokerage (FSAEAEAB)

akta.pro secondary industries

Debt & Structured Finance / Mortgage Brokerage (BPAJABAK), Debt & Capital Advisory (Debt Raising, Refinancing, Private Credit) (BPAHAOAD), Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

Keywords

• Mortgage brokerage services
• Credit consolidation services
• Loan insurance brokerage
• Professional loan brokerage
• Financial intermediary services

Headquarters

HQ city

Lyon

HQ country

France

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Brokerage fees (honoraires): My Finance charges clients via honoraires (brokerage fees) corresponding to a percentage of the financed amount. The exact percentage varies per dossier and is disclosed in the signed mandate. Fees are only collected if the client accepts the final financing proposal.
2. Bank commissions: As a mortgage and insurance broker, My Finance also receives commissions from financial institution partners (banks and insurers) in exchange for directing clients to them. These commissions are a standard part of the brokerage model.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

My Finance is a French loan and insurance brokerage intermediary that connects individual and professional borrowers with its network of 150+ banking and insurance partners across France. The company brokers four core services: residential mortgages (prêt immobilier), professional/business loans (prêt professionnel), credit consolidation (rachat de crédits), and borrower insurance (assurance de prêt), negotiating competitive rates and accompanying clients from initial simulation through notary signature.

Product overview

My Finance operates as a loan and insurance brokerage platform offering four core services: Prêt immobilier (real estate loan brokerage), Prêt professionnel (professional/business loan brokerage), Rachat de crédits (credit consolidation), and Assurance de prêt (loan insurance brokerage). The company acts as an intermediary between clients seeking financing and a network of over 150 financial institution partners (banks and insurance companies). Services include loan negotiation, rate comparison, and insurance contract selection, with digital tools such as borrowing capacity and monthly payment calculators.

Differentiator

Problem solved

Functional benefit

Products and services

• Prêt immobilier (Real estate loan brokerage)

Quantifiable outcome

• Monthly payments can be reduced by up to 60% through credit consolidation
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and flagship.

• BPIfrancecoreStrategic or Co-development PartnerBPIfrance is described as 'la banque des entrepreneurs' — a bank entirely dedicated to young companies through financing (credit, guarantees, equity) and support at every stage of development. My Finance directs clients to BPIfrance for business creation and SME financing support.
• Réseau EntreprendrecoreStrategic or Co-development PartnerRéseau Entreprendre is a community of business leaders supporting entrepreneurs with shared values, focused on fostering job creation and sustainable SME growth. My Finance refers entrepreneurs to this network for mentorship and growth support.
• Initiative FrancecoreStrategic or Co-development PartnerInitiative France provides interest-free honor loans without guarantees for business projects, along with free personalized support from business plan analysis through to business autonomy. Present at local level through 207 associations. My Finance directs entrepreneurs to this network as a complementary financing resource.
• 150+ Banking and Insurance PartnersflagshipChannel Partner/ Reseller/ DistributorMy Finance maintains partnerships with over 150 financial institutions including major banks (BNP Paribas, Crédit Agricole, Société Générale, HSBC, LCL, Crédit Mutuel, Banque Populaire, Caisse d'Épargne, CIC), insurance companies (AXA, Generali, Allianz, Aésio, Assuréa, Prévoir), and mutual insurers. These partners provide the lending and insurance products that My Finance distributes to its clients.
• CNCEF (Chambre Nationale des Conseils-Experts Financiers)coreOthersMy Finance is a member of CNCEF, an approved professional association for credit and insurance intermediaries under the oversight of the Banque de France/ACPR. Membership is mandatory and ensures professional compliance.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Empruntis: Empruntis is a French mortgage broker and comparison platform operating under similar IOBSP intermediary regulations. It competes with My Finance for individual mortgage applicants and has comparable percentage-based fee economics on completed loan transactions.
• Pretto: Pretto is a French digital-first mortgage broker offering end-to-end online brokerage with human advisor support. It competes directly with My Finance for individual mortgage clients but differentiates through a tech-led delivery model that pressures the traditional branch-based intermediary cost structure.
• Meilleurtaux: Meilleurtaux is a leading French mortgage and insurance broker offering rate comparison and negotiation services for borrowers. It is directly comparable to My Finance in product offering, intermediary model, and customer segments, with broader national brand recognition but similar core economics.
• Magnolia: Magnolia (formerly Boursorama Crédit) is a French online mortgage broker providing digital rate comparison and broker services. It targets the same individual borrower segment as My Finance and represents a direct digital alternative to the traditional branch-based brokerage model.
• Vousfinancer: Vousfinancer is a major French mortgage broker franchise with a comparable intermediary business model, multi-product offering (mortgage, regroupement de crédits, insurance), and percentage-based fee structure. It targets the same individual and professional borrowers and competes with My Finance on rate negotiation and partner breadth.
• Ace Crédit: Ace Crédit is a French specialist broker focused on credit consolidation (rachat de crédits), which is one of My Finance's four core product lines. It is directly comparable on the regroupement de crédits segment and operates on a similar intermediary model with banking partner commissions.
• Artémis Courtage (Crédit Expert): Artémis Courtage, now operating as Crédit Expert, is a French mortgage and credit consolidation broker with a comparable intermediary business model. It serves similar individual and professional client segments with brokerage fees on financed amounts.
• CAFPI: CAFPI is one of France's largest mortgage and insurance broker networks with hundreds of branches nationwide. It is directly comparable to My Finance in that both act as IOBSP intermediaries between borrowers and a wide network of partner banks and insurers, charging similar percentage-based brokerage fees.

Broad incumbents

• Boursorama Banque: Boursorama Banque is France's leading online bank and offers mortgage and credit products directly to consumers, competing with My Finance for the same borrower segment. As a broad incumbent with deposit-taking capacity and brand scale, it represents a structural alternative that could disintermediate traditional brokers.

Emerging players

• Younited Credit: Younited Credit is a French consumer lending platform that funds loans directly rather than brokering them, but competes with My Finance for the same individual borrower demand (personal loans, credit consolidation). It represents an emerging alternative model that bypasses the traditional bank-broker intermediary chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/myfinancelyon

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 My Finance