Strategic partnerships spark the most profound transformations, a key example being our collaboration with Jifiti. With card issuance powered by i2c, Jifiti is a leading fintech company that provides white-labeled embedded lending solutions to banks, lenders and merchants worldwide.
Our recent conversation with Daniel Citron, Jifiti’s Chief Solutions Officer, offers an insightful perspective into our partnership.
In the financial landscape, a revolution has been unfolding—one that has dramatically shifted how consumers access credit and how merchants facilitate purchases. This transformation was spearheaded by the rise of Buy Now, Pay Later (BNPL) services, with frontrunners like Klarna and Affirm leading the charge. These fintech giants have not only developed innovative products but have also played a crucial role in educating consumers and merchants about the benefits of BNPL solutions. Their success caught the attention of traditional banks and lenders, who began to question their own consumer lending market positions and strategies.
Despite their established presence in the lending domain, banks found themselves at a competitive disadvantage. They have the pedigree, favorable regulatory standing, and low cost of capital, yet they lacked a critical component: the technology to seamlessly integrate their loans into the merchant’s ecosystem. Enter Jifiti—a leading global fintech company that has recognized this gap and delivered a robust embedded lending solution.
At Jifiti, our mission is to empower clients with a white-labeled embedded lending platform that is both flexible and efficient. We understand that to truly compete with BNPL leaders, incumbent lenders need more than just a strong financial foundation—they need the fintech knowledge, the technical know-how, and the agility that has become synonymous with today’s fintech innovators.
Daniel Citron said, “Our approach has been multifaceted. Not only have we developed a robust platform that can be tailored to the unique needs of our clients, but we have also focused on creating strategic partnerships with acquirers and gateways.” The move has expanded Jifiti’s reach, allowing them to offer scalable access to merchants and to combine it with a diverse portfolio of global lenders.
“When it came to choosing a partner that would support our ambitious goals, we sought a company that embodied scalability, global reach and flexibility—one that could meet our comprehensive set of functional requirements,” stated Daniel. He continued, “i2c emerged as the perfect fit, checking all the boxes with its innovative platform and suite of capabilities.”
The synergy between Jifiti’s embedded lending solution and i2c’s technology means that now, more than ever, banks and traditional lenders can reclaim their share of the market. Jifiti can offer customers and merchants an integrated, seamless lending experience that rivals and surpasses that of the dedicated BNPL providers, especially in the regulated finance space where higher average order values and longer payment durations are best served by regulated lenders. As they continue to evolve and adapt, Jifiti remains at the forefront of the embedded lending space, bridging the gap between traditional financial institutions and the dynamic world of fintech. Daniel continued, “We are more than just a service provider; we are a partner in innovation, helping clients navigate the complexities of modern finance with confidence and ease.”
Welcome to the future of lending—powered by Jifiti and enabled by i2c’s unified banking and payments platform. Watch Full Video.
i2c is a global provider of highly-configurable payment and banking solutions. Using i2c's proprietary "building block" technology, clients can easily create and manage a comprehensive set of solutions for credit, debit, prepaid, lending and more, quickly and cost-effectively. i2c delivers unparalleled flexibility, agility, security and reliability from a single global SaaS platform. Founded in 2001, and headquartered in Silicon Valley, i2c's next-generation technology supports millions of users in more than 200 countries/territories and across all time zones.
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