Jeff

Jeff (Jeff App) is a fintech company that runs digital marketplaces connecting consumers in emerging markets with lenders and other financial-service providers. The company positions itself as a "financial supermarket" that uses alternative data to assess creditworthiness, aiming to make credit access faster and more transparent for underbanked, mobile-first users while giving banks and lenders a channel to reach new borrower segments.

The platform is built around four commercial products: lead generation, in which partner lenders access Jeff's user base with creditworthiness and fraud checks applied; a Data API through which partners can query behavioral analytics, smart-device metadata and social-media-derived data without generating leads through Jeff; a reject-client exchange where applicants declined by one lender can be surfaced to lenders with different risk tolerances; and embedded partnerships that carry application data from Jeff into the partner's flow so users do not repeat form-filling. Jeff also builds a conversion score and predictive models, and states that additional services unlock for users as their creditworthiness improves. Public developer documentation describes partner event endpoints (application steps, lead qualified/rejected, loan issued, credit limit approved), lead data, fraud data, social presence and affiliate APIs, and lead registration endpoints for Mexico, Spain, India, the Philippines, Vietnam, Colombia and Peru.

Jeff operates a portfolio of country-specific consumer brands, including MercadoPeso.mx, Finmercado.mx and DineroExpres.mx in Mexico; Finmerkado.ph, Loanonline.ph and PeroLoan.ph in the Philippines; Finmart.vn, Jeff.vn, Moneydong.com, dong247.com and Hot Deal in Vietnam; Paisa247.in in India; Finmercado.es in Spain; Finmercado.co in Colombia; and Ffinmart.id in Indonesia.

Founding story

Jeff was created in 2019 out of an intent to make consumer lending across Southeast Asia simpler and more seamless. The founding premise was that alternative data could be used to measure creditworthiness accurately, enabling a financial super app for underbanked consumers in emerging markets and for the businesses serving them.

Business model

Jeff monetizes its consumer marketplaces by serving financial institutions: it generates and sells qualified borrower leads, licenses access to its alternative-data and scoring signals through a Data API, operates an exchange in which lenders can bid for applicants rejected by other institutions, and runs embedded partnerships that pass pre-filled application data to partner lenders. Consumer-facing brands in each market act as the acquisition channel.

Revenue is derived from financial-institution partners through lead generation, data API access, the rejected-applicant exchange and embedded/affiliate integrations, with partner event tracking (lead qualified, loan issued, product issued) supporting performance-based billing.

Traction

Jeff reports more than 10 million people serviced (8 million users cited as having creditworthiness and fraud checks), over 100 million product applications processed as of 2025, operations live in six countries, and around 50 people across eight team locations. It entered Vietnam in 2020 with over 200,000 users onboarded, passed 5 million users in 2023, 8 million in 2024, and states it reached profitability in 2023.

Latest developments

In 2025 Jeff reported passing 100 million product applications processed and beginning an AI-centric product evolution, launched operations in India, Colombia and Spain, and exited Indonesia. It placed 27th in the Financial Times FT1000 ranking of Europe's fastest-growing companies for 2025 and was among the contenders for the Baltic TECH5 title. Developer documentation notes API changes since August 2024 and country-specific lead registration endpoints including Peru.