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Justifi

Minneapolis, US · Founded 2020 · Delaware corporation · 5 known investors

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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.

CKCasey Kipfer
Casey KipferCo-Founder & Chief Fintech Officer
JKJoe Keeley
Joe KeeleyCo-Founder & Strategic Advisor
JF
Joseph FloydNamed on SEC filing
PZ
Peter ZugschwertNamed on SEC filing

Board

CBCharles Beeler
Charles BeelerBoard directorCo-Founder at Rally Ventures Management, Llc
JKJustin Kaufenberg
Justin KaufenbergCo-Founder & Board MemberManaging Director at Rally Ventures Management, Llc
JHJeffrey Hinck
Jeffrey HinckCo-founder & Board MemberManaging Director at Rally Ventures Management, Llc

Investors · 5

Emergence Capital Partnerslisted by Emergence Capital PartnersSan Francisco · $500K – $10M

How we know: Emergence Capital Partners's portfolio page · open dataset · 5k.vc investor directory · Not right? Tell us

Rally Ventures Management, Llclisted by Rally Ventures Management, LlcMenlo Park · $100K – $4Mvia Charles Beeler · board

How we know: Rally Ventures Management, Llc's portfolio page · a partner's Signal profile · board seat on SEC Form D · the VCSheet dataset · Not right? Tell us

Blumberg CapitalreportedMiami · $500K – $5M

How we know: funding news · finance.yahoo.com · Not right? Tell us

Gradient VenturesreportedSan Francisco · $100K – $10M

How we know: funding news · calcalistech.com · Not right? Tell us

Funding

SEC filings, press & company announcements

$12.2M disclosed across 2 rounds · 2021–2025

▶$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
Full filing on SEC EDGAR ↗

Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.

Founder mafia

3 people who came through Justifi went on to found or lead other companies.

Justin KaufenbergExecutive Officer, DirectorFounded SportsEngine +2Jeff HinckDirectorFounded Vertical Insure +1Greg BlaskoInterim Chief Technology OfficerFounded SportsEngine +1

Related companies · 7

ModernFiModernFi 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.
KoalafiKoalafi 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.
ValidiFIValidiFI 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.
TruthifiTruthifi 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.
equipifiEquipifi 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.
Stellar FinanceStellarFi 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).
StratiFiStratiFi provides AI-powered analytics and workflow tools for chief investment officers at wealth management firms to deliver institutional-grade investment research, advisor enablement, and compliance oversight at scale.

Companies working in the same space as Justifi.

Frequently 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, Emergence Capital Partners, 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.