“Can a white-labeled embedded lending orchestration layer become the universal middleware connecting the world's banks and lenders to merchants at every point of sale?”
Jifiti started as a white-labeled embedded lending orchestration platform, acting as the technology middleware between banks/lenders and merchants. Rather than underwriting loans itself, Jifiti built a multi-lender waterfall and omnichannel distribution layer that allows financial institutions to deploy their own loan products at any merchant touchpoint. The company expanded from B2C installments into B2B BNPL and heavy equipment financing, then added virtual card issuance and digital wallet provisioning (Tap Now, Pay Later™) to enable zero-integration deployments at physical POS. Obtaining EMI status has positioned Jifiti to serve regulated financial services clients across Europe more directly.
Jifiti's cards run on Mastercard.
The Embedded Finance Index 2026 maps 2 layers in Jifiti's stack: Card network (Mastercard); Lending (White-labeled BNPL installment plans (B2C), B2B BNPL / business financing, POS consumer financing, Heavy equipment financing and 8 others).
Jifiti was founded by Yaacov Martin and is founded in 2011, headquartered in Israel (with US operations).
Jifiti has raised $30.3M in total (latest round: Venture (Round not Specified), 2021).
Get a read on where your own stack stands against Jifiti 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.