Goldman Sachs-Backed Deserve Launches Digital-First Credit Card Platform

On April 28, 2021, Goldman Sachs-backed Deserve launched its digital-first credit card software platform designed for embedded finance. The platform enables clients to issue credit cards digitally and embed features like spend tracking and rewards management directly within their own mobile applications, eliminating the need for separate banking app downloads. Deserve's API includes built-in spend management and rewards capabilities that clients can customize for their user bases.

The company already powers credit card programs for notable brands including Sallie Mae, BlockFi, and OppFi, demonstrating traction across education lending, crypto, and consumer finance verticals. The launch positions Deserve as a card-program-as-a-service provider competing in the growing embedded credit card issuance market. By offering a white-label, API-first solution, Deserve enables non-financial brands and fintechs to offer credit products without building card infrastructure from scratch.