Justifi
Minneapolis, US · Founded 2020 · Delaware corporation · 4 known investors
JustiFi provides embedded fintech infrastructure—payments, lending, BNPL, and insurance—for vertical SaaS platforms and franchise networks. The platform offers white-labeled tools with unified payment processing, AI-powered operational insights, and direct merchant data ownership without vendor lock-in.
AI & Machine LearningFintechSaaS
Founders & leadership
Justifi was founded in 2020 by Casey Kipfer and Joe Keeley.
CK
Casey KipferCo-Founder & Chief Fintech Officer
JK
Joe KeeleyCo-Founder & Strategic Advisor
JF
Joseph FloydNamed on SEC filing
PZ
Peter ZugschwertNamed on SEC filing
Board
CB
JK
JH
Investors · 4
Funding
SEC filings, press & company announcements$12.2M disclosed across 2 rounds · 2021–2025
- $6MSeedOct 2025 · 2 sources
Blumberg Capital (lead), Gradient Ventures (lead), Gradient
Source ↗
▶$6.2MraisedJul 2021 · 4 investors · OtherRule 506(b)
▶$6.2MraisedJul 2021 · 4 investors · Other
Rule 506(b)Officers, directors & promoters on the filing
- Charles BeelerDirector
- Joe KeeleyExecutive Officer, Director
- Justin KaufenbergExecutive Officer, Director
- Joseph FloydDirector
- Jeffrey HinckDirector
- Peter ZugschwertExecutive Officer
- Offering amount
- $6.6M
- Amount sold
- $6.2M
- First sale
- Jul 2021
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Founder mafia
2 people who came through Justifi went on to found or lead other companies.
Competitors · 7
by search overlapModernFi9 shared keywordsModernFi operates a member-owned deposits network and reciprocal deposits platform that enables community and regional financial institutions to compete with larger banks. The company provides infrastructure, technology, and services to help institutions of all sizes serve businesses, public funds, nonprofits, and families.
Koalafi7 shared keywordsKoalafi provides point-of-sale financing for merchants, offering Lease-to-Own and lending solutions (with loans issued by The Bank of Missouri) so retailers can extend pay-over-time options to non-prime consumers. It handles consumer credit risk, pays merchants after delivery, and offers approval amounts up to $7,500 in the U.S.
ValidiFI7 shared keywordsValidiFI provides alternative data and predictive analytics solutions to financial institutions, fintechs, and payment companies for fraud reduction, risk management, and lending decisions. The company uses non-permissioned and permissioned data to deliver insights across account, payment, and lending lifecycles.
Truthifi6 shared keywordsTruthifi is a wealth monitoring platform that connects to users' financial accounts across 18,000+ institutions to continuously check portfolios for risk, fees, concentration, and allocation drift, and to supply accurate, contextualized financial data to AI assistants. It serves individual investors and financial advisors managing multiple or complex accounts, running 130+ wellness diagnostics on their consolidated financial picture.
equipifi6 shared keywordsEquipifi provides flexible payment infrastructure that enables banks and credit unions to offer real-time purchasing power to their customers under their own brand. The platform is designed for financial institutions across the US to manage consumer lending and payment options directly.
StellarFi6 shared keywordsStellarFi offers an app-based Visa credit card that uses AI-guided tips and a user's full credit picture to help them build credit, earn higher limits, and gain better rewards over time. It targets consumers across all credit scores, letting them qualify based on income and bank account through tiered card levels (Silver, Gold, Stellarite).
StratiFi5 shared keywordsStratiFi offers an AI operating system for wealth management firms, covering risk profiling and alignment, document/statement data extraction, proposal and investment policy statement generation, automated SEC compliance monitoring, and digital books and records. It serves independent advisory firms, TAMPs, insurance marketing organizations, banks, and credit unions.
Companies competing with Justifi for the same Google search keywords, organic and paid, via search-intersection analysis.
In the news
Caliber Mining’s ₹450 crore IPO opens today; raises ₹135 crore from anchor investors ahead of issuefortuneindia.com · Jul 2026Frequently asked questions
- What does Justifi do?
- JustiFi provides embedded fintech infrastructure—payments, lending, BNPL, and insurance—for vertical SaaS platforms and franchise networks. The platform offers white-labeled tools with unified payment processing, AI-powered operational insights, and direct merchant data ownership without vendor lock-in.
- Who founded Justifi?
- Justifi was founded by Casey Kipfer, Joe Keeley in 2020.
- Who are Justifi's investors?
- Justifi's investors include Crosslink Capital, Rally Ventures Management, Llc, Blumberg Capital, Gradient Ventures.
- How much funding has Justifi raised?
- Justifi has disclosed $12.2M raised across 2 rounds.
- Where is Justifi headquartered?
- Justifi is headquartered in Minneapolis, US.