GeNiE
GeNiE is a Tokyo-based embedded-finance company that operates the "Money Lamp" platform, enabling consumer-facing businesses to embed licensed personal-lending products into their apps and websites under their own brand, using Acorn's credit scoring and partner behavioral data.
- Company typePrivate
- Founded2022
- HeadquartersTokyo, Japan
- Headcount—
- GTM typeB2B
- OfferingSoftware
What GeNiE does
GeNiE株式会社 (GeNiE Inc.) is a Tokyo-based embedded finance company founded in April 2022 as an internal venture of Acorn Co., Ltd. (a consumer-finance subsidiary of Mitsubishi UFJ Financial Group). It operates a B2B platform called "Money Lamp" (マネーのランプ) that enables consumer-facing businesses—including digital wallets, e-commerce sites, fintech apps, freelance platforms, car-subscription services, and real-estate companies—to embed personal lending functionality directly into their existing user experiences under their own brand, without acquiring a Japanese money-lending (貸金業) license.
The platform is built on a licensed-lending infrastructure combined with API- and hyperlink-based integration tiers (Lite, Standard, Advanced), Acorn's credit-scoring system, and partner-supplied behavioral data (purchase history, transaction patterns, work performance, driving behavior). End users can borrow from ¥1,000 with approvals in as little as 15 minutes; GeNiE handles credit decisioning, compliance, servicing, collections, and customer support on behalf of the partner. Reported traction includes 29+ partner companies and 400,000 cumulative loan applications within 18 months of service launch.
GeNiE monetizes through interest income on loans it originates as the licensed lender, supplemented by referral fees paid to partner companies for successful loan referrals. Distribution is exclusively through white-label/embedded B2B partnerships, with go-to-market executed via direct partnership outreach, industry events, content marketing, and earned media. The company is privately held and wholly funded by Acorn, with registered capital of ¥500 million (including reserves).
GeNiE firmographics
Firmographics- Name
- GeNiE
- Legal name
- GeNiE株式会社
- Website
- https://genie-ml.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Short description
- GeNiE is a Tokyo-based embedded-finance company that operates the "Money Lamp" platform, enabling consumer-facing businesses to embed licensed personal-lending products into their apps and websites under their own brand, using Acorn's credit scoring and partner behavioral data.
- Ownership category
- akta.pro rank
GeNiE industry classification
Industry- Product category
- Embedded Lending Platform (Lending-as-a-Service)
- NAICS
- Credit Intermediation and Related Activities (522), Activities Related to Credit Intermediation (5223)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industries
- Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC), Loan Servicing Platforms (Billing, Statements, Customer Self-Service) (FSAGAHAH), Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG), Pricing, Risk-Based Offer & Limit Management (FSAGAHAE)
Keywords
Where GeNiE is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
GeNiE business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Referral Fees from Partner Companies: GeNiE pays referral fees to partner companies for each successful loan referral. Partner companies receive compensation when their users take out loans through the embedded Money Lamp service, creating a new revenue stream for the partner.
- Interest Income from Lending Operations: As a licensed lending company (貸金業), GeNiE earns interest income from loans provided to end consumers through partner company platforms. The lending terms, interest rates, and credit limits are customized for each partner integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Zero Initial Cost Entry - Lite Plan |
| Other | Multi-year contract | Standard/Advanced API Integration Plans |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
GeNiE product offering
Product offeringCore offering
GeNiE operates the Money Lamp embedded lending platform, which allows partner companies — digital wallets, e-commerce sites, fintech apps, staffing platforms, car subscription services, real estate platforms, and other consumer-facing businesses — to offer personal loan services within their own apps and websites under their own brands. GeNiE holds the lending license, runs credit assessment (using Acorn's credit scoring plus partner behavioral data), funds the loans, handles customer service and compliance, and pays referral fees back to the partner. Loans start at ¥1,000, with credit decisions available in as fast as 15 minutes and same-day disbursement.
Product overview
GeNiE operates as an embedded finance company offering the 'Money Lamp' (マネーのランプ) platform as its core product, with multiple implementation tiers: Standard/Advanced Plan via API integration for deep technical connectivity, Lite Plan via hyperlink insertion for simplified integration, and Consulting Services covering marketing, customer operations, system setup, compliance, operations, and credit assessment. The platform enables business partners to embed lending functionality under their own brands, with GeNiE handling regulatory compliance, credit decisioning, and loan servicing. A 24/7 chat support service is also available for customer inquiries.
Differentiator
Problem solved
Functional benefit
Brands
- マネーのランプ (Money Lamp): Lending-function-focused embedded finance service enabling business companies to embed lending/loan services into their existing platforms.
Products and services
- Money Lamp (マネーのランプ) GeNiE's flagship embedded finance platform specializing in lending. Enables partner companies (digital wallets, e-commerce sites, fintech apps, staffing platforms, car subscription services, real estate platforms, etc.) to embed personal loan functionality inside their own apps and websites. Loans from ¥1,000 with credit decisions in as little as 15 minutes and same-day disbursement. GeNiE holds the lending license and handles credit decisioning (using Acorn's scoring engine plus partner behavioral data), funding, compliance, and customer service, while partners offer the service under their own brand names.
Quantifiable outcome
- 400,000 cumulative loan applications within 18 months
- +2 more outcomes
Companies that use GeNiE
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles1 record
GeNiE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GeNiE partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core and minor.
- X STAR株式会社coreKuru Money Cache - Car leaseback service users access loans for amounts exceeding their vehicle appraisal value.
- 株式会社ジェリービーンズグループ (Jelly Beans Group)coreJB Pocket Money - Fashion and sports brand online stores (JELLY BEANS, 361°) customers can borrow for purchases.
- 株式会社カンム (Kanmu)coreBundle Card Loan - 14 million DL Visa prepaid card users gain access to installment loans within the app.
- ナイル株式会社 (Nile)coreCar Mo Support Money - Car subscription service (Car Mo Kun) subscribers access loans for maintenance and unexpected expenses.
- 合同会社DMM.comcoreDMM Sakkutsu Money - 51.46 million DMM members can access lending services through the comprehensive service platform covering entertainment, hardware, and AI services.
- エフアンドエムネット株式会社 (F&M Net)coreJimu Money - Invoice and billing app users (freelancers and sole proprietors) can access loans for cash flow management.
- 株式会社ヤマダホールディングス (Yamada Holdings)coreYama no Man Kuru - Car lifestyle support service users access loans through YMBP platform and YAMADA member app.
- 株式会社トップ・マネジメント (Top Management)coreTM Finance - Factoring service users can access personal loans as alternative financing when factoring is unavailable.
- 三菱UFJニコス株式会社 (Mitsubishi UFJ NICOS)coreMitsubishi UFJ NICOS card members access free loan service through Money Lamp integration.
- 株式会社小野写真館 (Ono Photography)coreKokoro Smile Yutori Barai - Wedding photography and dress shop customers can borrow for ceremony and photography services.
- 株式会社EduCarecoreEduCare Money - Supports reskilling for young professionals by providing education loans for professional development schools.
- 株式会社Branding EngineercoreMidworks Smart Cache - Freelance engineers on the matching platform can access loans for unexpected expenses and emergencies.
- プレミアモビリティサービス株式会社 (Premium Mobility Service)coreCar Life Sugu Sapo - Car management app users access loans for vehicle repairs, inspections, and driving trip expenses.
- 株式会社リクルートMUFGビジネス (Recruit MUFG Business)coreAir Wallet Quick Loan - Money transfer app users can borrow funds with fastest 5-minute approval using just password and amount entry.
- 株式会社リロパートナーズ (Relo Partners)coreRelo Fudosan - Housing rental customers access loans for moving costs, initial housing expenses, and furniture purchases through approximately 120 real estate locations nationwide.
- 株式会社トキハナ (Tokihana)coreTokihana Anshin Barai - Wedding planning platform users can borrow for ceremony costs with post-event repayment using gift money.
- 株式会社Yeny (ultra pay)coreUltra pay card app users can access loans. Visa prepaid card service with over 13 million acceptance locations globally.
- 株式会社クラウドワークス (Crowdworks)coreCloudworks Quick Loan officially launched. Partners with 6 million registered workers and 1 million companies on Japan's largest crowdsourcing platform.
- 株式会社IDOM CaaS TechnologycoreNOREL Money - Car subscription service users access loans for vehicle maintenance and expenses. Aims to create new credit scoring model combining driving behavior and payment history data.
- ガレージバンク株式会社 (Garage Bank)coreCashari Money - Asset management app users can borrow funds. Initial month saw loan applications 3x above projections, demonstrating strong demand.
- 株式会社アダストリア (Adastria)coreChocotto Kari on fashion EC site 'and ST'. Enables small loans starting from 1,000 yen for fashion purchases, with repayment possible anytime.
- 株式会社クラウドワークス (Crowdworks)coreCrowdworks Quick Loan - Freelancers on the platform can access loans based on their work history and transaction data. Joint research showed 76% of freelancers concerned about income instability.
- 株式会社KyashcoreKyash Spot Money - First in Japan for money transfer operator becoming lending agency. Kyash users can borrow funds deposited directly to their Kyash wallet balance. Application approval in as fast as 15 minutes using existing verification.
- ファミリーテック株式会社 (Family Tech)minorFamily-focused financial service partnership exploring seamless loan services for Family Bank users and researching 'family credit scoring' model that considers combined household income.
- ナッジ株式会社 (Nudge)minorStrategic partnership for next-generation credit card 'Nudge' collaboration. GeNiE supports Nudge's financial service enhancement through credit model and operational support. First collaboration between a lending company and challenger bank-style card issuer in Japan.
Scale indicators4 records
Recent moves7 records
Expansion highlights2 records
GeNiE competitors and assessment
Company assessmentBroad incumbents
- Money Forward: Major Japanese fintech platform spanning personal finance, accounting, and embedded financial services for SMBs. Overlaps GeNiE in addressing financial inclusion and partner-embedded credit scenarios but at a much broader portfolio scale.
- Aiful: Long-standing Japanese consumer finance company (licensed 貸金業) offering unsecured personal loans across digital and physical channels. Comparable to GeNiE on regulatory profile and target consumer segment, but operates as a traditional lender rather than an embedded-finance platform.
Direct peers
- Upstart: AI-driven consumer lending platform that uses alternative data (not just credit scores) for underwriting and operates both direct and partner-bank models. Highly comparable in the data-centric underwriting thesis GeNiE emphasizes via its Acorn-derived model.
- OLP: Japanese consumer finance company focused on small-ticket unsecured personal loans through online and partner channels. Closely comparable to GeNiE's ¥1,000 minimum, quick-decision consumer lending approach, though without an embedded-finance distribution layer.
- Affirm: US-listed embedded lending platform offering installment loans at the point of sale through merchant integrations. Closely comparable to GeNiE in business model — extending credit under partner brands via API — but operating at much larger scale and primarily in North America.
- Klarna: Global pay-later and embedded consumer credit platform serving merchants with white-label lending rails. Comparable to GeNiE's Money Lamp on the merchant/developer-facing API model and use of alternative underwriting data.
- J.Score: Japanese consumer lending fintech jointly established by MUFG and SoftBank that uses score-based personal loan offers. Sister company within the MUFG group, competing in the same data-driven Japanese consumer credit space as GeNiE.
- Paidy: Japanese BNPL and embedded credit provider (now a PayPal subsidiary) operating consumer credit within digital wallets and merchant checkouts. Most direct Japanese-market comparable to GeNiE's white-label lending approach.
- LendingClub: US online consumer personal loan platform providing unsecured installment lending through a digital, API-accessible channel. Comparable to GeNiE in originating personal installment loans to underserved borrowers using alternative-data underwriting.
- Lake: Japanese licensed 貸金業 offering unsecured personal loans online and through partner channels, including the speedy fintech-style LakeALIVE product. Operates in the same Japanese consumer credit category as GeNiE with overlapping target borrower segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
GeNiE social profiles
Digital presenceGeNiE financial estimates
Financial estimateRevenue estimate
Valuation estimate
GeNiE leadership team
Management profileNumber of profiles
Profiles1 record
GeNiE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GeNiE 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 GeNiE
What does GeNiE do?
GeNiE operates the Money Lamp embedded lending platform, which allows partner companies — digital wallets, e-commerce sites, fintech apps, staffing platforms, car subscription services, real estate platforms, and other consumer-facing businesses — to offer personal loan services within their own apps and websites under their own brands. GeNiE holds the lending license, runs credit assessment (using Acorn's credit scoring plus partner behavioral data), funds the loans, handles customer service and compliance, and pays referral fees back to the partner. Loans start at ¥1,000, with credit decisions available in as fast as 15 minutes and same-day disbursement.
Is GeNiE a public or private company?
GeNiE is a private company. It is classified as corporate owned and is currently operating.
When was GeNiE founded?
GeNiE was founded in 2022.
Where is GeNiE based?
GeNiE is headquartered in Tokyo, Japan, in the Asia region.
How does GeNiE make money?
Two revenue lines are on record. Referral Fees from Partner Companies are the primary driver. The others are interest Income from Lending Operations.
Who are GeNiE's main competitors?
Broad incumbents on record are Money Forward and Aiful. Direct peers are Upstart, OLP, Affirm, Klarna, J.Score, Paidy, LendingClub and Lake.
Does GeNiE have an API?
Yes. GeNiE provides API-based integration for its embedded lending service 'Money Lamp'. Partners can integrate via API connection using the Standard Plan or Advanced Plan to embed lending functionality into their platforms. The API enables seamless lending services within partner applications, allowing users to complete loan applications without leaving the partner service. Lite Plan uses hyperlink insertion for simpler integration. Integration scope includes user data exchange between GeNiE and partners for credit assessment purposes.
What industry is GeNiE in?
GeNiE's product category is Embedded Lending Platform (Lending-as-a-Service). Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAGAHAC, Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking). Its NAICS code is 522 and its SIC code is 6141.