Yaacov Martin - Jifiti - Paris Fintech Forum

Why It Matters

Jifiti’s B2B BNPL platform unlocks capital for underserved small businesses, driving growth for merchants and creating a scalable, low‑risk revenue channel for financial institutions.

Key Takeaways

• Jifiti enables point‑of‑sale financing for banks and global merchants.
• B2B buy‑now‑pay‑later growth will outpace consumer segment significantly.
• Underwriting combines data science with human expertise for responsible credit.
• Emerging markets can leapfrog traditional banking via Jifiti’s platform.
• Seamless integration across online, in‑store, and procurement systems essential.

Summary

At the Paris Fintech Forum, Yaacov Martin, CEO of Jifiti, outlined the company’s mission to embed a range of point‑of‑sale financial products—most notably buy‑now‑pay‑later (BNPL)—into the checkout experience for banks, financial institutions, and global merchants. He emphasized that the next frontier for BNPL is not consumers but businesses, where access to short‑term capital can transform cash‑flow dynamics for small and midsize enterprises.

Martin highlighted three drivers of this shift: the democratization of credit, the need for sophisticated underwriting that blends algorithmic data analysis with human judgment, and the untapped potential in emerging markets. Jifiti’s platform aggregates unconventional data points—procurement histories, invoice cycles, and real‑time transaction flows—to construct risk models that are both granular and responsible, addressing regulatory concerns that plagued early consumer‑focused BNPL offerings.

He illustrated the impact with a vivid example: many small firms could have survived and expanded if they had received timely financing from larger clients, turning a simple invoice into a growth engine. He also noted that emerging economies often leapfrog legacy banking infrastructure, allowing Jifiti to bring bank‑level credit directly to businesses via digital interfaces, much like the transition from landlines to smartphones.

The implications are clear for lenders and merchants: integrating Jifiti’s solution can boost sales conversion, deepen supplier relationships, and open new revenue streams while mitigating credit risk through richer data. For investors, the B2B BNPL market promises exponential growth, especially as regulatory frameworks tighten around consumer credit and demand shifts toward more sustainable, data‑driven financing models.

Original Description

During the Paris Fintech Forum event, we had the opportunity to meet Yaacov Martin, Co-Founder and CEO of Jifiti, to delve into the company’s operations and activities.

Jifiti is a fintech company that provides a white-label digital lending platform, enabling businesses to offer various financial products at the point of sale.

“We work primarily with banks, financial institutions and global merchants to make these types of financial products available when and where they matter the most.”

“You have merchants, who are interested in converting the sales. You have consumers, who would like to consume. The demand was very natural.”

“In the consumer space, you have two touchpoints. You have an online e-commerce site, and you have an in-store experience, both which we are very much involved in. The global merchants that we serve today have a significant portion of their activity taking place in-store, and another significant portion taking place online. We create seamless experiences. The minute you go into the B2B world, you’re speaking about many more touchpoints.”