Jifiti
“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.