Our Purpose:

To Accelerate Potential

At JustiFi, our mission is to accelerate the fintech potential of world-class platforms, marketplaces, and ecosystems.

As experienced SaaS entrepreneurs, we set out to build something fairer than the status quo. We hated how payments were traditionally sold, so we offer them at cost through PayFac Direct™.

Payments are only a small part of the fintech potential for most platforms. JustiFi is an infrastructure partner for those who are, or aim to be, world-class in embedded finance. We’re different, and we’re not for everyone—but not everyone can be world-class.

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Our Values

Undaunted Problem Solvers

We live to solve the messiest, most complex, and most contested problems in embedded finance. We step up to remove barriers, blaze new trails, and bring the power of embedded finance to all.

Humble Experts

We’ve built vertical SaaS platforms with billions in funds flow. We’re creating a knowledge base that can literally transform industries. But in a space with no shortage of smart people, we leave our egos at the door. We don’t talk down. We share expertise with humility. We strive to be people our partners and co-workers are happy to work with.

Committed Partners

We invest in long-term relationships with partners, customers and fellow co-workers alike. We equip them with the tools they need at each stage and the guidance to put them to work every step of the way.

At JustiFi, we exist to accelerate potential.

Joe Keeley

Chief Executive Officer

Casey Kipfer

Chief Fintech Officer

Nick Halm

Chief Technology Officer

Brett MacKinnon

Chief Revenue Officer

We are seasoned builders. We have built SaaS platforms for 15 years, including a multi-billion-dollar, world-class platform that successfully monetized multiple fintech products. The only problem? It took us over a decade and millions of dollars to get there.

After several successful exits, we decided to create what we wish we had—a simple, easy-to-understand (and purchase) infrastructure designed to meet the complex fintech needs of platform ecosystems.

JustiFi offers a full stack of white-label fintech tools that let you retain the lion’s share of revenue from the funds flowing through your platform.

Exactly how it should be.

Your Team of Fintech Experts

Experts in the payments and fintech space are hard to find and expensive. As part of our platform, we provide you with a team led by a Chief Fintech Officer to consult on go-to-market product strategy, feature utilization, forecasting, fundraising, and everything in between.

A dedicated fintech team without the overhead.

The strategy, tech, and team for your fintech journey.

Expert advice & execution

Engage™ is a hands-on approach to deliver the optimal blend of go-to-market strategy, forecasting, and fintech product utilization that you won’t get from hiring an internal team who “used to work in payments”.

Unlock the hidden potential of your platform

If less than 100% of your customers utilize your platform’s fintech features, there is money sitting on the table. We’ll give you the framework to create competitive sales compensation plans, messaging + positioning, and internal educational materials to turn fintech into a revenue engine for your business.

Tech-enabled fintech services

Included in your JustiFi infrastructure is a central location to access financial reporting, forecasting tools, and a direct line of communication with our integration team. The Engage Fintech Dashboard has you covered.

Engage removes the messy management that can slow down your product team.

JustiFi Engage specializes in removing the hassle associated with all aspects of product management and embedded finance operations. We understand the complexities of fintech, from scaling lending options to integrating insurance solutions, so that you can hone in on what matters most – making sure your platform is running smoothly, with optimized economics and an impeccable customer experience. Forget about spending countless hours researching vendors and sorting through tedious paperwork – with JustiFi Engage, you can trust our experienced professionals to bring you the best solutions for your unique product needs.

You do it.

We do it for you.

Integrate customer onboarding

Integrate web components based on the data gaps

Sign with recommended vendor/provider

Identify data-gaps based on provider needs

Build-out customer onboarding

Ongoing customer data collection

Data compliance & reporting

Find & aggregate legacy data from payment vendors

Forecast the risk/value of different fintech opportunities

Evaluate different vendors/providers

Negotiate pricing with different vendors/providers

Tokenized data sharing as you move between vendor contracts

Contracting with chosen provider/underwriter

Sales training around industry compliance

Create GTM language for customers

Create web components for new products

Support UX over time

Renegotiate terms with providers over time