Max
“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?”
HQBen Gurion 9, Bnei Brak, Israel
IndustryFintech / Consumer banking
The story
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.
Product timeline
2025
CEO Sagit Dotan cited in Calcalist on Max competing with banks, positioning Max as a financial services platform beyond credit cards.· pivot
Regulated entities
2
regulatory licences held by Max
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
4 layers disclosed in Max’s embedded-finance stack
Payments / PSP
Max Payments (self-operated)
Card issuing
in the full report
Lending
in the full report
FX & payouts
in the full report
Accounting gap: significant
5 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.