As seen in Millionaire MNL, Yaacov Martin has become a defining voice in the world of embedded finance. As Co-Founder and CEO of Jifiti, he has spent more than a decade building the infrastructure behind modern point-of-sale (POS) lending. Today, his platform powers embedded lending for global banks, merchants, and major financial institutions, bridging the gap between affordability and access.
From Legal Roots to Lending Innovation
Martin earned his LL.B. from The Hebrew University of Jerusalem, but his career quickly transitioned from law to leadership in tech. In 2011, he co-founded Jifiti, envisioning a future where any bank could offer financing directly within the digital checkout flow, online or in-store, without needing to build new technology from scratch.
Under his leadership, Jifiti has become a white-labeled infrastructure layer trusted by Mastercard, Citizens Bank, and global retailers, allowing seamless delivery of Buy Now, Pay Later (BNPL) and installment loans.
Building Embedded Lending That’s Actually Bank-Friendly
Unlike many consumer-facing BNPL players, Jifiti takes a bank-led approach. The platform enables regulated financial institutions to remain front-and-center while offering flexible financing, ensuring compliance and security remain intact.
Yaacov has spoken publicly about BNPL regulation, loan provisioning inside digital wallets, and the importance of aligning innovation with responsible lending practices. His insights have appeared in Crunchbase News, Finextra, and Finovate, where he’s shared both vision and caution for the fast-growing embedded finance space.
A Global Platform, A Human-Centered Philosophy
As a regular speaker at fintech events, including the Paris Fintech Forum, Martin isn’t just a CEO, he’s a vocal industry builder. His LinkedIn posts reflect a blend of leadership philosophy, team-first culture, and a grounded view on scaling sustainable fintech.
Through his writing and speaking, he consistently emphasizes transparency, affordability, and infrastructure resilience, distinguishing himself in a crowded fintech landscape.
Strategic Partnerships Driving Real Impact
Today, Jifiti partners with banks, credit unions, and enterprise retailers across Europe, the U.S., and Latin America. By embedding finance directly into the checkout experience, the company empowers institutions to remain competitive against newer fintech entrants, without losing the regulatory edge.
Whether provisioning loans through digital wallets or enabling white-labeled BNPL offerings, Yaacov Martin has positioned Jifiti as a quiet but powerful force behind the scenes of global finance.
