JustiFi

JustiFi operates as an embedded finance infrastructure provider, specifically catering to vertical SaaS platforms, marketplaces, and franchisors. The company was founded by CEO Joe Keeley and Chief Payments Officer Casey Kipfer. Keeley's entrepreneurial background includes founding and scaling College Nannies, Sitters & Tutors to a national brand before its acquisition by Bright Horizons. This experience, coupled with his co-founders' deep expertise in building and scaling a multi-billion-dollar payments platform at SportsEngine, informed JustiFi's mission. They identified the significant challenge platforms face in developing sophisticated, in-house fintech solutions, a process that took their team over a decade and millions of dollars to achieve previously.

The company's core business is to provide a white-label, full stack of fintech tools that clients can integrate into their own ecosystems. This allows SaaS platforms to offer financial services to their end-users without bearing the immense cost and complexity of building the infrastructure from scratch. JustiFi's business model is centered on a simple SaaS fee, allowing its platform partners to retain a larger portion of the revenue generated from financial transactions. The company targets vertical SaaS platforms that aspire to become the central system of record for their respective industries.

JustiFi's product suite is a unified fintech platform that includes payment processing, Buy Now, Pay Later (BNPL) services, lending, and insurance, all accessible via a low-code API or web components. A key feature is its AI-driven decision engine that analyzes each transaction to optimize payment routing and reduce processing fees to the lowest possible interchange rate. Beyond the technology, JustiFi offers a service called Engage™, which provides clients with a dedicated team, led by a Chief Fintech Officer, to consult on go-to-market strategy, product utilization, and forecasting, effectively acting as the client's expert fintech department. The company has secured significant funding, including a $6.6 million seed round in December 2021, an additional $4 million in April 2022, and a $10 million round in May 2024.

Keywords: embedded finance, vertical SaaS, fintech infrastructure, payment orchestration, white-label fintech, payment processing, BNPL solutions, embedded lending, embedded insurance, revenue monetization, payment optimization, fintech-as-a-service, platform monetization, SaaS payments, financial services API, payment gateway, interchange optimization, transaction cost reduction, PayFac Direct, fintech enablement