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Founded Year



Line of Credit - II | Alive

Total Raised


Last Raised

$250M | 2 yrs ago



About Deserve

Deserve operates as a mobile-first credit card platform. It offers credit card solutions. The company caters to financial institutions, consumer brands, universities, and associations using machine learning and alternative data. It was formerly known as SelfScore. It was founded in 2013 and is based in Palo Alto, California.

Headquarters Location

195 Page Mill Road

Palo Alto, California, 94306,

United States



Deserve's Products & Differentiators

    Digital First Card

    The Digital First Card, which is certified by Mastercard, offers a fully digital card experience on smartphones with immediate access to the card, superior payment experience and card controls without compromising security and authentication protocols. Deserve has rebuilt the entire credit card customer journey from application and onboarding to spending, earning and redeeming rewards as well as making payments and reporting problems such as lost/stolen or transaction disputes, all with mobile and digital consumers in mind. Deserve’s robust onboarding flow ensures strong identity verification and credit underwriting while reducing friction in the process. It seamlessly allows consumers to activate the card and use it instantaneously upon approval. Deserve’s API-based technology leverages metadata and geolocation to provide use


Research containing Deserve

Get data-driven expert analysis from the CB Insights Intelligence Unit.

CB Insights Intelligence Analysts have mentioned Deserve in 3 CB Insights research briefs, most recently on Aug 22, 2022.

Expert Collections containing Deserve

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Deserve is included in 7 Expert Collections, including Wealth Tech.


Wealth Tech

2,077 items

Companies and startups in this collection digitize & streamline the delivery of wealth management. Included: Startups that offer technology-enabled tools for active and passive wealth management for retail investors and advisors.


Digital Lending

2,187 items

This collection contains companies that provide alternative means for obtaining a loan for personal or business use and companies that provide software to lenders for the application, underwriting, funding or loan collection process.



2,821 items

Companies in this collection provide technology that enables consumers and businesses to pay, collect, automate, and settle transfers of currency, both online and at the physical point-of-sale.


Artificial Intelligence

11,383 items

Companies developing artificial intelligence solutions, including cross-industry applications, industry-specific products, and AI infrastructure solutions.


Financial Wellness

245 items

Track startups and capture company information and workflow.



8,122 items

Companies and startups in this collection provide technology to streamline, improve, and transform financial services, products, and operations for individuals and businesses.

Latest Deserve News

Bloom Credit Adds Business Credit Reporting to Platform

Dec 11, 2023

Press Release• Dec 11, 2023 09:00 EST Launch of new service will help clients report business tradelines to the major credit bureaus to enhance business profiles and mitigate risk for lenders NEW YORK, December 11, 2023 ( - Bloom Credit, an API platform that is leading innovation for the credit data ecosystem, announced the launch of a new service that enables the reporting of business tradelines to Equifax and Experian. Deserve, a mobile-first credit card issuing platform and existing client of Bloom Credit, will be among the initial partners to utilize this new credit reporting service. In today's competitive business landscape, access to credit is important for enterprises of all sizes. However, the current state of business credit reporting falls short, with limited data available to assess creditworthiness. Bloom Credit's platform expansion addresses this shortfall, recognizing the importance of accurate and comprehensive credit data for businesses. "We believe that businesses deserve the opportunity to build a robust credit history,” said Christian Widhalm, CEO of Bloom Credit. “The inclusion of business credit card payment data in credit reports is a major step toward making that a reality. By collaborating with our partners and major credit bureaus, we aim to create a more accurate and comprehensive underwriting process, enabling businesses to access the credit they need to thrive and grow." Bloom Credit's new service introduces a powerful way for businesses to establish and improve their credit profiles. By reporting business credit card payment history to Equifax and Experian, Bloom Credit empowers corporate entities to showcase their responsible financial behavior, such as making on-time payments. This enhanced data reporting contributes to more accurate credit assessments, resulting in greater access to credit and favorable terms for businesses. "The reporting of credit data for business cards is increasingly important to our card issuing partners," said Ankit Rambhia, Director of Product Management at Deserve. "Bloom Credit has streamlined our reporting process by providing a seamless unified integration for reporting both consumer and business information to the credit bureaus. This efficiency has significantly enhanced our ability to contribute precise and reliable information to the credit bureaus and help our clients report accurate business credit data with confidence." For more information about Bloom Credit and its new service, please visit . About Bloom Credit Bloom Credit is an API platform company modernizing the infrastructure for the credit data ecosystem, including the enablement of real-time credit reporting and improvements in credit reporting accuracy. Bloom Credit empowers customers to launch and grow new classes of credit products and services in a fraction of the time it has traditionally taken, enabling important applications which can improve consumers' creditworthiness. Bloom Credit is headquartered in NYC. About Deserve Deserve Inc. is a mobile-first credit card platform and issuer processor built on a cloud-native and API-enabled architecture, which allows partners to offer superior personalized experiences for cardholders. We partner with financial institutions, fintechs, lenders, and merchant co-brands. Deserve Inc. is a venture-backed fintech headquartered in Palo Alto, California. Source: Bloom Credit

Deserve Frequently Asked Questions (FAQ)

  • When was Deserve founded?

    Deserve was founded in 2013.

  • Where is Deserve's headquarters?

    Deserve's headquarters is located at 195 Page Mill Road, Palo Alto.

  • What is Deserve's latest funding round?

    Deserve's latest funding round is Line of Credit - II.

  • How much did Deserve raise?

    Deserve raised a total of $444.11M.

  • Who are the investors of Deserve?

    Investors of Deserve include Goldman Sachs, Waterfall Asset Management, Cross River, Visa, Mission Holdings and 17 more.

  • Who are Deserve's competitors?

    Competitors of Deserve include Monese, Brex, Petal, Bond, Power and 7 more.

  • What products does Deserve offer?

    Deserve's products include Digital First Card.

  • Who are Deserve's customers?

    Customers of Deserve include BlockFi, Notre Dame Alumni and Athletics, OppFi and Seneca Women.


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