“Can Germany's dominant consumer loan comparison portal defend margin as banks push more origination direct-to-consumer and as embedded lenders (auxmoney, BNPLs) reshape distribution?”
Smava started in 2007 as Germany's first peer-to-peer credit marketplace and pivoted over the following years into a broad multi-bank loan comparison portal, adding a scoring engine (2013) and Germany's first fully digital instant loan Kredit2Go (2016). Today it is a broker/aggregator connecting consumers to 20+ partner banks (Commerzbank, Deutsche Bank, DKB, ING, Norisbank, Postbank, Santander, Targobank, auxmoney, ABK Bank, Vereinigte Volksbank Raiffeisenbank etc.) plus adjacent verticals — credit cards, current accounts, insurance, and mortgages — all offered as a comparison/brokerage, not as a balance-sheet lender.