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French startup Younited Credit has raised a $170 million funding round. Goldman Sachs is leading the round with existing investors Eurazeo, Bpifrance and AG2R La Mondiale also participating. The company offers several credit products to European consumers. It also has a diversified distribution strategy.

Consumer credit in Europe is completely different from consumer credit in the U.S. Many countries don’t rely on a central credit score system to assess your credit worthiness. Similarly, most people don’t have a credit card. Financial institutions that want to offer credit lines have to evaluate the potential risk behind a credit application. It can be a complicated and tedious process.

Younited Credit differentiates itself from legacy players with a data-driven, AI-based approach. Instead of sending a ton of documents to your banker, Younited Credit tries to automate request processes as much as possible.

The company takes advantage of DSP2 regulation and open banking APIs to ingest data. As the startup has facilitated a huge volume of credit offering, it can also leverage past data for machine learning risk models.

So far, Younited Credit has granted more than €2.4 billion in credit ($2.8 billion at today’s exchange rate). It operates in five European countries. France is still the company’s leading market as Italy, Spain, Portugal and Germany represent 40% of Younited Credit’s revenue.

More recently, the company started embedding its product into third-party products. For instance, banks and fintech companies offer credit products in their apps thanks to partnerships with Younited Credit. Examples include N26, Lydia, Orange Bank and Fortuneo. In 2021, the B2B offering represented 30% of Younited Credit’s net banking income.

Right now, Younited Credit has 440 employees. It plans to hire another 200 people over the next 18 months. The company wants to double down on European markets.

Up next, Younited Credit wants to double down on embedded finance with credit products that appear on the checkout page of popular e-commerce websites and apps. The company will compete with ‘buy now, pay later’ companies, such as Klarna, Floa, Oney, Scalapay, etc.

Named Younited Pay, the company plans to offer a wide range of options with payment terms spread over 3 to 48 months. Some companies are already using Younited Pay, such as Free, Micromania and LDLC.

The startup is offering this payment solution online and in brick-and-mortar stores. Once again, Younited Credit tries to find customers where they are already. And it seems like a smart move as physical points of sales represent over 50% of Younited Pay payments this year.