“Can a non-bank Israeli credit card company become the primary financial OS for Israeli consumers and SMBs by layering savings, lending, insurance, FX, and acquiring on top of its card base?”
Max began as Leumi Card, a bank-affiliated credit card company in Israel. After separating from Bank Leumi, it rebranded as Max and expanded beyond credit cards into personal loans, auto financing, savings accounts, foreign currency services, insurance, and business acquiring. The company is now positioning itself as a non-bank financial services platform competing directly with Israeli banks, offering a broad range of consumer and SMB financial products under one app and brand.
Max processes payments through Max Payments (self-operated).
Max's cards are issued through Max IT Finance Ltd. (in-house).
Max uses Okoora for FX and cross-border payouts.
The Embedded Finance Index 2026 maps 4 layers in Max's stack: Payments / PSP (Max Payments (self-operated)); Card issuing (Max IT Finance Ltd. (in-house)); Lending (Personal loan (הלוואה לכל מטרה), Auto financing loan (הלוואה לרכב) and Business loan online (הלוואה לעסק אונליין)); FX & payouts (Okoora).
Max is headquartered in Ben Gurion 9, Bnei Brak, Israel.
Get a read on where your own stack stands against Max 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.