Jifiti Launches Embedded Lending Platform for Banks and Lenders

In December 2022, Jifiti launched its embedded lending platform designed to allow banks and lenders to seamlessly offer lending products at the point of need. The platform uses API-based integration to embed consumer and business loans—including installment loans, lines of credit, and BNPL—into any customer touchpoint such as online checkout, in-store POS, or call centers. By enabling banks to distribute their lending products through third-party channels, Jifiti provides a white-label infrastructure layer that preserves the bank's role as lender of record.

The platform aims to help financial institutions compete in the growing embedded finance market without building proprietary technology. Financial terms of the launch were not disclosed. The launch reflects the broader industry trend of banks seeking to extend their lending capabilities beyond traditional channels through fintech partnerships.