About Deserve
Deserve is a company based in Murray (United States) founded in 2013 was acquired by Intuit in April 2025. Deserve has raised $144.04 million across 9 funding rounds from investors including Intuit, Visa and Mastercard. The company has 34 employees. Deserve offers products and services including Credit Card Platform, Mobile App, and Servicing Tools. Deserve operates in a competitive market with competitors including Power, Tallied, Deserve Cards, Affiniti and Optimize Financial Technology, among others.
- Headquarter Murray, United States
- Employees 34
- SectorsFinancial Services
- Email••••••••
- Phone•••• ••••
- Website deserve.com
- Social LinkedIn X
- Acquired by Intuit (Apr 2025)
- Legal Name Deserve
Products & Services of Deserve
Deserve offers a comprehensive portfolio of products and services, including Credit Card Platform, Mobile App, and Servicing Tools.
Enables scalable credit card program launches with real-time processing
Facilitates credit card management and secure transactions via app
Handles disputes, rewards, and payments for credit programs
Funding Insights of Deserve
Deserve has successfully raised a total of $144.04M across 9 strategic funding rounds. The most recent funding activity was a Debt – Conventional round of $250 million completed in May 2022. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $144.04M
- Total Rounds 9
- Last Round Debt – Conventional — $250M
- First Round $7.33M
(Jul 2015)
- Investors Count 16
All 9 funding rounds of Deserve with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| May 2022 | $250M | Debt – Conventional | – | – | |
| Oct 2021 | – | Series D | – | – | |
| Jun 2021 | $50M | Series D | – | Mastercard, Mission Holdings | |
| Nov 2019 | $50M | Series C | – | Goldman Sachs Investment Partners | |
| Aug 2018 | $17M | Series C | – | Sallie Mae | |
| Apr 2018 | $50M | Debt – Conventional | – | – | |
| Aug 2017 | $12.62M | Series B | – | Accel | |
| Aug 2016 | $7.1M | Series A | – | – | |
| Jul 2015 | $7.33M | Series A | – | – | – |
17 investors in total: 17 institutional.
Investors in Deserve
Deserve has secured backing from 17 investors, including institutional and venture fund investors. Prominent investors backing the company include Intuit, Visa and Mastercard.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Investment banking services are delivered across multiple financial sectors. | 1869 | goldmansachs.com | New York, United States | |
Potato farming, grain marketing, and equipment services provided by Mission Holdings. | – | missionholdings.com | Singapore, Singapore | |
Venture capital funding is provided by Ally Ventures to startups. | – | ally.com/ventures | Detroit, United States | |
Accel is recognized as a leading venture capital firm. | 1983 | accel.com | Palo Alto, United States | |
Early-stage US tech investments are made by Aspect Ventures. | – | aspectventures.com | Palo Alto, United States | |
US focused early-stage VC firm | – | pelionvp.com | Salt Lake City, United States | |
Consumer internet investments are targeted by GDP Venture firm. | – | gdpventure.com | Jakarta, Indonesia | |
Venture capital investing and portfolio management services for accredited investors. | – | av.vc | - | |
Open banking API solutions are provided for financial institutions. | 2008 | crossriver.com | Fort Lee, United States | |
Waterfall Asset Management is focused on asset-backed finance solutions. | 2005 | waterfallam.com | New York, United States |
Investor details for Deserve
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Deserve
3 people are tracked at Deserve (2 in leadership, 1 in team); the tracked headcount is 34.
| Name | Role | Group |
|---|---|---|
Andrew Lee | Head Of Capital Markets | Leadership |
Chad Gove | Director Of Customer Service | Leadership |
Cindy Alvarez-Rutledge | Customer Service Manager | Team |
Complete people profiles for Deserve
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Deserve
4 dated milestones of Deserve across 12 years, from founding to its latest funding, stage changes and deals.
- Founded Deserve is founded.
- Funding First funding round of $7.3M.
- Funding Latest funding round, Debt – Conventional, of $250.0M.
- Exit Acquired by Intuit.
Competitors of Deserve
Deserve operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as Power, Tallied, Deserve Cards, Affiniti and Optimize Financial Technology, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| withpower.com | 2021 | San Francisco, United States | $19M | – | Clinical trials and treatments are found via an online platform. | |
| tallied.io | 2022 | San Francisco, United States | $18.89M | – | Platform to build consumer and corporate credit card programs | |
| deservecards.com | 2013 | Palo Alto, United States | $50M | 34 | API-based credit-card-as-a-service solutions are provided with risk and fraud tools. | |
| affiniti.finance | 2022 | New York, United States | $26.64M | – | Industry-specific credit cards for small businesses are provided. | |
| optimizeft.com | 2019 | San Diego, United States | – | – | Provides an API-driven white-label credit card solution for clients. | |
| gatewayfinancial.pro | 2023 | Scottsdale, United States | – | – | Offers secure credit card processing, eCommerce payments, and POS systems to businesses. |
Detailed competitors of Deserve
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of Deserve
The website of Deserve (deserve.com) receives about 24.3K visits a month.
- Monthly visits24.3K
▼ 24.1% vs previous month
Websites whose visitors overlap most with Deserve. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| wallethub.com | 100% | – | #19,523 | View details | |
| intuit.com | 100% | 166.6M | #264 | View details | |
| fintechfutures.com | 100% | 247.5K | #188,215 | View details | |
| americanexpress.com | 78% | 107.4M | #276 | View details | |
| chase.com | 77% | 198.6M | #125 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 14 similar websites and full traffic analytics for Deserve
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 14 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Latest news on Deserve
Complete news archive for Deserve
Full article history, source details, and older brand coverage require an active premium plan.
- Full article archive
- Source and publication date
- Older coverage
- Brand-specific news history
Verified entity values are shown only after access is granted.
Similar companies to Deserve
10 companies that operate in the same segment as Deserve (Payments & Remittance Platforms), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Digital payments, financial services, and e-commerce platforms are provided. | 2000 | Noida, Uttar Pradesh, India | USD 4.14 B | – | – | |
Payment, financial, investment, and lending services are provided digitally. | 2012 | Bengaluru, Karnataka, India | USD 1.71 B | – | – | |
Payment processing and card issuance solutions are provided for businesses. | 2009 | San Francisco, California, United States | USD 9.81 B | – | – | |
Cloud-based accounts payable and receivable software for businesses | 2006 | Palo Alto, California, United States | USD 325.6 M | USD 1.65 B | 2,360 | |
Payment and business banking solutions are provided for enterprises. | 2014 | Bengaluru, Karnataka, India | USD 742 M | USD 302.19 M | 2,641 | |
Spend management and accounts payable solutions are delivered to businesses. | 2019 | New York, New York, United States | USD 3.21 B | – | – | |
Payment acceptance and processing solutions provider for businesses | 2018 | Gurugram, Haryana, India | USD 604.02 M | USD 179.52 M | 709 | |
Business spends, payments, and rewards are streamlined by automated workflows. | 2011 | Hyderabad, Telangana, India | USD 13.75 M | USD 149.43 M | 431 | |
Online payment processing and credit solutions are provided for businesses. | 2002 | Amsterdam, Netherlands | USD 35.15 M | USD 5.47 B | 1,200 | |
SaaS-driven credit card and spend management solutions platform for businesses | 2017 | Draper, Utah, United States | USD 1.16 B | – | 1 |
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Frequently Asked Questions about Deserve
Deserve was founded in 2013 and raised its 1st funding round 2 years after it was founded.
Deserve is headquartered in Murray, United States. It is registered at Murray, Kentucky, United States.
Deserve is a funded company, having raised a total of $144.04M across 9 funding rounds to date. The company's 1st funding round was a Series A of $7.33M, raised on Jul 2015.
Deserve has 34 employees.
Deserve was founded in 2013 and is headquartered in Murray, United States, within the fintech sector. Alternate credit cards are provided to students, professionals, and individuals to build credit scores through everyday purchases. Creditworthiness is assessed via alternative data, including education, current financial health, and future earnings potential. Operations are supported by an app-based platform accessible on iOS and Android devices.
Deserve's top competitors include Power, Affiniti and Deserve Cards.
Deserve offers Credit Card Platform, Mobile App, and Servicing Tools.
Deserve has 17 investors. Key investors include Intuit, Visa, Mastercard, Goldman Sachs, and Cross River.
Deserve operates through Deserve.
Yes. Deserve was acquired by Intuit in April 2025.