“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.