Rupifi is building a new age digital embedded finance platform to tap into the large unaddressed market for financial products for small businesses. They work with anchor platforms to offer the large numbers of small businesses on these platforms a seamless customer experience, built on appropriately designed products from lending/financial product partners, leveraging data from the ecosystem for optimal monetization and risk management.With e-commerce taking strong roots across many verticals and geographical segments, Rupifi’s longer-term prospects look very bright.