Ansa
“Can a white-label stored-value wallet become the default closed-loop layer that lets merchants and platforms escape card-network economics on small transactions?”
Founded2022
HQSan Francisco, CA
FoundersSophia Goldberg, JT Cho
Total raised~$20M
Latest roundSeries A, 2024
IndustryInfrastructure / Payments
The story
Ansa was founded in 2022 to attack the unit economics of small-ticket card transactions by giving merchants white-labeled stored-value wallets — effectively a 'wallet-as-a-service' that lets brands like Starbucks-style closed-loop programs reach a wider set of merchants. Initially pitched at coffee shops and SMB retail, it has expanded toward platforms and franchises (Scream Truck, Shopify), positioning itself as embedded stored-value infrastructure that keeps refunds, payouts, credits and rewards inside the merchant's ecosystem.
Last 12 months
Product timeline
2022
Ansa founded by ex-Adyen PM Sophia Goldberg and ex-Affirm engineer JT Cho· founding
2023
Emerged from stealth with white-label digital wallet / stored value infrastructure for merchants· launch
2024
Raised $14M Series A led by Renegade Partners· funding
2025
Launched Shopify integration; signed Scream Truck as a customer· product
The stack
4 layers disclosed in Ansa’s embedded-finance stack
Payments / PSP
Ansa stored-value wallet (self-operated)
Open banking
in the full report
Unified APIs
in the full report
Accounting
in the full report
Accounting gap: minor
3 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.