JustiFi
White-label embedded payments and fintech infrastructure for vertical SaaS platforms and franchise networks.
Overview
JustiFi is an embedded fintech platform purpose-built for vertical SaaS companies and franchise networks that want to monetize their funds flow without the regulatory and operational burden of becoming a registered payment facilitator. Through a single API integration and a library of white-label web components, platforms can accept card, ACH, in-person (Verifone terminals), Apple Pay, and Google Pay payments — all under their own brand. JustiFi's PayFac Direct™ tier passes interchange directly to the platform at 0% markup, delivering the economics of a registered PayFac without requiring the platform to become one. Beyond payments, JustiFi offers a layered fintech stack including Buy Now Pay Later (via Sezzle), embedded insurance, instant payouts, and lending — all activatable without re-underwriting existing merchants. The platform handles merchant underwriting and KYC/KYB in-house, with approval typically within one business day and an onboarding flow requiring roughly 20 minutes of merchant effort. An AI assistant embedded across integration, onboarding, and the dashboard generates production-ready code, answers technical questions in real time, and surfaces revenue-growth insights. JustiFi targets growth-stage and enterprise vertical SaaS companies and franchisors that have existing funds flow but lack the internal resources to build or maintain a payments stack from scratch. Key differentiators include full data ownership (no vendor lock-in), a two-tier pricing model with transparent monthly SaaS fees, CAD processing support alongside USD, and a documented track record of onboarding platforms to live payments within a few weeks. The company was founded in 2021 in St. Paul, Minnesota, by fintech veterans who previously built SportsEngine.
Key features
- White-label merchant onboarding (1-day approval)
- PayFac Direct™ (0% markup interchange passthrough)
- Multi-channel payments (card, ACH, terminals, Apple/Google Pay)
- Embedded BNPL, insurance, and lending products
- AI-assisted integration and dashboard insights
- Full merchant data ownership, no vendor lock-in
Vertical focus
saas, franchises, construction, sports, marketplaces
Notable customers
Leap (LeapPay), Demosphere, Sezzle
At a glance
| Category | payments |
|---|---|
| Model | ["api","sdk","white_label"] |
| Pricing | ["monthly_fee","transaction_fee","revenue_share"] |
| Best company size | ["growth","enterprise"] |
| Time to launch | weeks |
| Technical complexity | medium |
| PCI scope | reduced |
| Founded | 2021 |
| Funding stage | seed |
| Website | https://justifi.tech/ |
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