“Can a licensed UK credit card operator scale a B2B2C white-label platform — operating credit cards for retailers and banks — while funding growth via securitisation and expanding into near-prime lending?”
Founded in 2015 as a mobile-first credit card fintech in the UK, Jaja initially targeted mainstream consumers with a tech-forward credit card experience. The company pivoted toward a B2B2C platform model, winning white-label credit card mandates from Bank of Ireland UK and Asda Money, transforming itself into a licensed credit card infrastructure and portfolio acquirer. Its embedded finance angle is operating branded credit cards for third-party partners (retailers, banks) while funding the receivables through warehouse securitisation facilities backed by Barclays, BNP Paribas, and Societe Generale.
Jaja Finance connects to bank accounts through TrueLayer and D·One.
The Embedded Finance Index 2026 maps 3 layers in Jaja Finance's stack: Lending (Revolving credit card credit line, Instalment Plans and Near-prime credit card (Jaja Vanta)); Open banking (TrueLayer and D·One); Transaction enrichment (D·One).
Jaja Finance is founded in 2015 and headquartered in London, England, United Kingdom.
Jaja Finance has raised $207.2M in total (latest round: Equity investment from KKR and TDR, 2022; £23M new equity, 2025).
Get a read on where your own stack stands against Jaja Finance and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.