Jifiti Group is a global fintech company that provides a white-labeled, end-to-end embedded lending platform and digital gift card solutions, enabling banks, lenders, and merchants to offer secure, seamless point-of-sale financing, including “Tap Now, Pay Later” technology, to consumers worldwide. Pulse 2.0 interviewed Jifiti Group CEO Yaacov Martin to learn more.
Yaacov Martin’s Background
Could you tell me more about your background? Martin said:
“I come from a background that intersects technology and business strategy. I’ve worked with all kinds of teams, from early startups to global companies, using tech to solve practical problems. I love spotting the parts of a system that cause friction and finding ways to fix them. And this could be in commerce, finance, or customer experience. That mindset has very much shaped the work we do at Jifiti.”
“As CEO, I split my time between big-picture vision and everyday execution. A lot of that comes down to reading the market early — spotting shifts so we can help our clients get ahead of the curve — and enabling them to adapt fast.”
“Most of my time is spent working with people. Whether it’s internally with our team, or with external partners. I specifically spend plenty of time with our produc t and tech teams shaping what’s next, while also working closely with partners on the ground, hearing what’s working for them. My job is to keep Jifiti moving forward in a way that helps our clients do the same.”
Formation Of The Company
How did the idea for the company come together? Martin shared:
The original idea for Jifiti actually started in a very different space — we launched in 2011 as a gift registry platform. The major challenge we faced early on was integrating with large retailers’ point-of-sale systems. That integration layer is notoriously difficult, and figuring it out gave us a kind of superpower.
What we realized along the way was that this technology — the ability to seamlessly integrate across systems — had much broader applications. We weren’t just solving problems for consumers and merchants, but potentially for financial institutions as well. That’s when we pivoted into the embedded lending space, creating infrastructure that connects banks, lenders, and merchants in a way that enables true seamless financing experiences. Today, Jifiti powers white-labeled financing programs for some of the biggest names in banking and retail globally.
Favorite Memory
What has been your favorite memory working for the company so far? Martin reflected:
“At the beginning of COVID – when no one knew what was going to happen and whether the world would continue spinning the way we know it – we decided to take a pay cut of 30% across the company. Not only did everyone graciously accept, I even had a few knocks on my door from people who were concerned about others in lower-paying positions and suggested that we cut more from their paycheck so that we wouldn’t have to cut as much from those others. It was then that I knew that we truly have the most incredible team of people at Jifiti – and are bound to do incredible things. Long story short, we were thankfully able to repay everyone their full amount (retroactively) within a very short amount of time.”
Core Products
What are the company’s core products and features? Martin explained:
“The Jifiti Group is a global technology company operating two industry-leading businesses. A white-labeled, modular lending platform for top-tier banks and lenders worldwide, and a digital gift card solution.”
“Jifiti’s lending platform provides end-to-end functionality to financial institutions to digitize, automate, and scale consumer and business loan programs, making them accessible via direct digital channels, embedded in third-party environments or via agentic AI tools.
Our platform can support any loan type, in any channel, across any geography and covers five lending categories:
- Loan origination
- End-to-end orchestration
- Loan management & servicing
- Disbursement (checkout & settlement)
- Data Analytics & Portals
The platform supports both consumer and business financing options, including installment loans, lines of credit, business loans and Buy Now, Pay Later (BNPL) programs.”
Challenges Faced
Have you faced any challenges in your sector recently? Martin acknowledged:
“Absolutely. Change in embedded finance has been fast, especially with the arrival of agentic AI. Regulations shift constantly and rarely look the same from one region to the next.”
“We’ve overcome this by building our platform for compliance from the ground up. We also have a strong compliance team who proactively ensures that we constantly and consistently stay ahead of regulatory and industry guidelines and certifications.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Martin noted:
“Our tech stack has transformed significantly since the early days. From a fairly narrow use case in retail integrations, we’ve built a scalable, modular end-to-end infrastructure that can support complex financing programs for global banks and lenders.”
“We’ve adopted a fully API-first architecture, built a robust orchestration layer, real-time data analytics, and capabilities to support anything from ‘Pay in 4’ BNPL products to installment loans and lines of credit — all configurable and under the bank’s brand.”
“What’s stayed consistent is our focus on interoperability and orchestration, making sure our tech plugs into existing systems and third-party systems with minimal friction.”
Significant Milestones
What have been some of the company’s most significant milestones? Martin cited:
“Several stand out:
- Obtaining our EMI license.
- Expanding our footprint to support programs in North America, Europe, and beyond.
- Launching our B2B financing solution.
- The launch of our proprietary Tap Now, Pay Later technology for digital wallets.
- Expanding our orchestration layer to encompass a robust ecosystem of best-of-breed third-party services.”
Customer Success Stories
Can you share any specific customer success stories? Martin highlighted:
“One success story that stands out is with IKEA. Through our partnership, they were able to offer fully branded point-of-sale financing across multiple countries, both online and in-store – localized for each country. The program integrated seamlessly into their customer journey, and it was backed by regulated local banks — ensuring compliance, control, and trust.”
“This project really exemplifies what Jifiti does best: scaling custom solutions compliantly and efficiently across loan programs, markets, channels and use cases. IKEA can work with any lender they select in each local market without the need to do an integration with each.”
Funding/Revenue
Are you able to discuss funding or revenue metrics? Martin revealed:
“We’re a private company, so we don’t share exact revenue figures. What I can say is that growth has been steady year after year, driven by a strong product and a loyal client base. We’ve also brought in strategic backing from both financial institutions and technology investors who see long-term potential in what we’re building.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Martin assessed:
“Our TAM is predominantly top-tier financial institutions (banks, lenders, non-bank financial institutions,, community banks and credit unions) in North America, the UK and Europe, as well as tier-1 banks and lenders globally. We also provide services to global, enterprise-level merchants and platforms.”
Differentiation From The Competition
What differentiates the company from its competition? Martin affirmed:
“1.) We’re Not a Lender – Jifiti is not a lender, and we don’t want to be. We’re a tech enabler, giving banks and lenders the infrastructure they need to launch and scale financing programs under their brands, with their underwriting, and their compliance frameworks.
2.) White-Label Platform – Our white-labeled, modular platform is a non-competitive approach, and very different from traditional BNPL providers. We don’t insert ourselves into the customer relationship — we empower our clients to own it.
3.) End-to-End Modular Tech Stack – Our modular architecture gives our clients the flexibility and freedom to move fast without rebuilding legacy systems. They can select only the components they need and integrate them through a single connection, bringing new lending programs to market quickly, efficiently, and cost-effectively. We provide technology components for the full lending lifecycle (including customer access, onboarding and origination, core lending capabilities, disbursement and settlement, reporting) as well as any required third-party service through our best-of-breed third-party orchestration layer. Through a single API integration with our orchestration layer, banks and lenders can access our best-of-breed ecosystem of third-party vendors or plug in any vendor of their choice.
4.) Global and Compliant by Design – Jifiti’s platform is applicable to any geography and can be implemented in any region. As a licensed EMI (Electronic Money Institute) in the EU, Jifiti works with heavily regulated clients and is compliant by design, making sure we can quickly implement products according to local regulations.
5.) Fully-Stacked Disbursement Stack – Jifiti is strong in the disbursement business – we offer a myriad of solutions for disbursing the funds that have been approved for lending, including white-labeled virtual cards, digital wallet provisioning, direct settlement, point-of-sale integration, etc.
6.) Singular Focus on Lending Technology – Unlike broader fintech providers that can offer various products and services, from deposits to investments, Jifiti’s entire focus is on digitizing and embedding lending. That singular focus means deeper expertise and faster innovation for our clients.
That depth shows in our platform’s design – a robust customer journey, core lending capabilities, a data analytics suite and a comprehensive third-party orchestration layer. Jifiti has positioned itself as a key enabler for banks seeking to digitize and scale their lending in the most innovative and future-proofed way possible.”
Future Company Goals
What are some of the company’s future goals? Martin emphasized:
“Looking ahead, our focus is on three main areas:
- Global Expansion: Continuing to support new geographies and regulatory environments with localized solutions.
- Product Innovation: Expanding our capabilities around agentic AI lending, and AI-powered core lending functionality and orchestration.
- Partner Ecosystem: Growing our network of banks, lenders, and technology partners to deliver even more value through our platform.”
Additional Thoughts
Any other topics you would like to discuss? Martin concluded:
“I think the bigger conversation right now is around how financial institutions can stay relevant in an AI-first world. We’re seeing a shift from traditional product distribution to agentic AI distribution — where products need to be discoverable and actionable within AI ecosystems.”
“The institutions that embrace orchestration, interoperability, and machine-readable data infrastructure will be the ones leading the next decade of consumer and business finance.”
