Even Financial
AcquiredBrooklyn, US · Founded 2014 · Delaware corporation · 69 employees on LinkedIn · 16 known investors
Even Financial, operating as Engine, runs a financial services marketplace and matching network that connects consumers with financial products through APIs and white-labeled experiences. It offers partners user acquisition, personalized recommendations, AI-driven decisioning, and analytics on consumer shopping behavior.
Also known as Engine by Gen · Engine by MoneyLion · EVEN Financial
Founders & leadership
Even Financial was founded in 2014 by Phill Rosen.
Board
Investors · 16
Also in the syndicate · 5
Reported raises · per SEC filings
Form D private placements$25.1M disclosed across 3 of 5 rounds · 2015–2020
▶$19MraisedAug 2018 · 12 investors · Other TechnologyRule 506(b)
- Phillip RosenExecutive Officer, Director
- Ashok KrishnamurthiDirector
- Kevin HylandExecutive Officer
- John VenturaExecutive Officer, Director
- Brendan DickinsonDirector
- Offering amount
- $19M
- Amount sold
- $19M
- First sale
- Jul 2018
- Incorporated
- Corporation, Delaware, 2014
- Federal exemptions
- 06b
▶$3.3MraisedFeb 2017 · 8 investors · Other TechnologyRule 506(b)
- Ian RosenDirector
- Jarid MagedExecutive Officer, Director
- Phillip RosenExecutive Officer, Director
- Brendan DickinsonDirector
- Offering amount
- $6.1M
- Amount sold
- $3.3M
- First sale
- Feb 2017
- Incorporated
- Corporation, Delaware, 2014
- Federal exemptions
- 06b
▶$2.8MraisedMar 2015 · 12 investors · Other TechnologyRule 506(b)
- Ian RosenExecutive Officer, Director
- Phillip RosenExecutive Officer, Director
- Jarid MagedExecutive Officer, Director
- Brendan DickinsonDirector
- Offering amount
- $2.8M
- Amount sold
- $2.8M
- First sale
- Feb 2015
- Incorporated
- Corporation, Delaware, 2014
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Even Financial, which operates today under the Engine brand, is a New York-based financial technology company that runs a search, comparison and recommendation platform for financial services. Its API-based infrastructure connects financial institutions that want to acquire customers with digital publishers, apps and websites that want to present financial product offers to their users, returning real-time, personalized and pre-qualified recommendations. The platform spans multiple consumer verticals, including personal loans, student loan refinancing, debt consolidation, lines of credit and auto loan refinancing; credit cards across the credit spectrum (rewards, low-interest, no-fee and secured); savings products such as online savings, cash management and money market accounts; all-digital auto insurance; and financial wellness resources covering education, budgeting, debt management, retirement planning and credit building.
Partners can integrate through a single line of code or build fully white-labeled experiences on the native API. The company positions its data and AI layer — described as a large financial marketplace dataset paired with custom models and hosted decisioning — as the basis for recommendations, conversion and monetization, and supplies partners with analytics on consumer shopping behavior, funnel performance and competitive benchmarking. Use cases marketed to customers include user acquisition, increasing customer lifetime value, insights and targeting, and personalized marketing at scale.
The company began as a supply-side platform for the marketplace lending ecosystem, using a data-driven approach to identify potential borrowers and route them to appropriate lenders, and later broadened into a multi-vertical embedded finance marketplace.
Founding story
Even Financial was founded in 2014 in New York City and, according to a secondary history account, was incorporated in late 2014 by Phillip Rosen, Ian Rosen and Amias Gerety to address the difficulty banks faced acquiring digital customers and the mismatched loan options consumers encountered; Brooklyn Bridge Ventures lists the founders as Ian Rosen, Phill Rosen and Jarid Maged. The company launched as a B2B2C, API-first business rather than a consumer brand, building a supply-side platform for personal loans that let publishers white-label loan search tools returning pre-qualified offers from minimal user data. The same account states the name "Even" was chosen to reflect balance and transparency.
Business model
Even operates a B2B2C embedded finance marketplace: demand-side financial institutions list products and pay for customer acquisition, while supply-side distribution partners — personal finance websites, mobile apps and other digital properties — embed the marketplace to monetize their users. Integration options range from a single line of code to fully white-labeled implementations built on the company's API.
The platform monetizes consumer traffic for distribution partners while providing customer acquisition for financial institutions; partners are positioned to unlock new revenue streams by presenting personalized financial product offers to their users.
Traction
The company reports more than 40 million total financial products matched, over 100 million financial inquiries per quarter and more than 1,300 partners in its network. Earlier reported milestones include over 150 partners at the time of the 2018 Series A, a tripling of headcount and 250% growth in partners ahead of the $25M round, and, per a secondary account, more than $2 billion in loan applications facilitated by 2019 and over 500 integrated partners in 2021.
Latest developments
The company's site promotes Gen bringing financial intelligence to Microsoft's Copilot Discover feeds, and markets the Engine platform across user acquisition, lifetime value, insights and targeting, and personalized marketing use cases.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positioned as a search, comparison and recommendation engine and infrastructure layer for financial services distribution, serving as an intermediary between financial institutions and consumer-facing digital properties. A secondary source names Credible, NerdWallet, EverQuote and The Zebra as companies in the same space.
Differentiators cited include the breadth of its partner network and marketplace dataset, real-time precision matching and personalization, machine-learning-based prediction of approval likelihood, ease of integration, and partner-facing transparency through detailed analytics and controls.
Technology
An API-first infrastructure layer for search, comparison and recommendation of financial products, delivering real-time matching and pre-qualified offers. A secondary account describes an instant-decisioning platform (FISA) developed between 2016 and 2018 and a production machine-learning recommendation engine rolled out in 2019 that uses supervised models and ensemble scoring to predict approval likelihood and route applications to the best-fit supply partner, reported to reduce partner decline rates by roughly 30%; the same account states the RESTful API platform handled hundreds of millions of API calls monthly by 2024-25. The company markets custom AI models, hosted decisioning and analytics on top of its marketplace dataset.
Go-to-market
The company recruits partners to a two-sided network, offering low-friction technical integration (single line of code or native API for white-labeled experiences) plus analytics and controls; partner testimonials cited on its site reference building multi-vertical marketplaces, higher approval and conversion rates, and expanded consumer reach.
Two sides of a network: financial institutions and fintechs seeking digital customer acquisition — cited examples include Prosper, LendingClub, Marcus by Goldman Sachs, American Express and SoFi — and distribution partners such as personal finance websites, publishers and apps, including Credit.com, TransUnion, Money Under 30, Credit Sesame and The Penny Hoarder.
Geography
Headquartered in New York, described variously as an NYC-based fintech with offices in the New York area.
History
Following its 2014 founding, Even raised early backing from Brooklyn Bridge Ventures (investment date March 2015) alongside Canaan Partners, Lerer Hippeau, Conversion Capital, Social Leverage, 555 Capital and angels; F-Prime Capital dates its initial investment to 2015. A secondary history account describes a $2.8M seed round in 2015 led by Canaan Partners with F-Prime Capital and 500 Startups, expansion from personal loans into credit cards, savings and insurance between 2016 and 2018, an $18.8M Series A in 2018 that funded a tripling of headcount and a move to larger New York offices, more than $2 billion in facilitated loan applications and 60-plus financial institutions by 2019, the rollout of a machine-learning recommendation engine in 2019, and in 2020 a $25M strategic round, the launch of Even for Advisors and the acquisition of LeapLife in life insurance. The same account cites more than 500 integrated partners in 2021. F-Prime Capital states Even Financial was acquired by MoneyLion in 2021, and the history account describes its integration into Engine by MoneyLion in early 2022.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 7
launches, deals, and filingsMoneyLion acquired Even Financial; the business was subsequently integrated into Engine by MoneyLion in early 2022.
Even acquired LeapLife, adding life insurance capabilities to its marketplace.
Round co-led by Citi Ventures and MassMutual with participation from LendingClub, bringing total funding to $50 million; proceeds earmarked for platform expansion into mortgages, insurance and student loan providers.
$25M source ↗
Extended programmatic financial product recommendation tools to human financial advisors.
Deployed a production recommendation engine using machine learning to match consumers to financial products.
Series A round with participation from Goldman Sachs, Canaan Partners, F-Prime Capital, Lerer Hippeau, American Express Ventures, Arab Angels, Plug and Play Ventures, Valuestream Ventures and angel investors; brought total funding to $25 million.
$18.8M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureIn the news
▸Research sources · 8
primary sources listed
- Even Financialevenfinancial.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Even Financial do?
- Embedded finance platform whose API matches consumers with personalized offers from banks, lenders and insurers.
- Who founded Even Financial?
- Even Financial was founded by Phill Rosen in 2014.
- Who are Even Financial's investors?
- Even Financial's investors include AAF Management Ltd., Conversion Capital, F-Prime Capital, GreatPoint Ventures, MassMutual Ventures, Valuestream Ventures, Canaan Partners, Citi Ventures and 3 more.
- How much funding has Even Financial raised?
- Even Financial has disclosed $25.1M raised across 3 of its 5 known rounds.
- Where is Even Financial headquartered?
- Even Financial is headquartered in Brooklyn, US.