Start Path’s Emerging Fintech program welcomes 8 new startups
April 21, 2025From harnessing data to transform mobility, to optimizing payments to unlock rewards and enhance security, these startups are using emerging technologies to shape the future of financial experiences.
Today, eight startups join Start Path, Mastercard’s award-winning startup engagement program: LetMePark, UbiRider, Asistobe, it’s electric, Krowd, Bluespine, ipaymy and Dataiera.
As the newest additions to Start Path’s global portfolio — which is comprised of more than 450 startups from over 60 countries — these companies will participate in a dedicated Emerging Fintech program focused on supporting innovation in high-growth sectors of payment technology.
Meet the emerging fintechs:
Krowd is redefining bank rewards by offering unforgettable dining experiences powered by deep payment integrations that make your card the first payment choice every time.
“My passion for hospitality sparked my journey into fintech. I saw a unique opportunity to help banks build lasting customer loyalty by offering meaningful, memorable experiences,” says Omar Rafii, co-founder and CEO. “One of the most powerful ways to foster human connection is through creating moments that matter — like sharing a meal with loved ones. By combining personalized offers with everyday experiential spending, we’re not just driving engagement, we’re creating emotional value at the heart of finance.”
Bluespine is an AI-powered platform for claims cost reduction that enables self-insured employers to prevent financial leakage from fraud, waste and abuse while mitigating fiduciary risks in plan administration.
“I’m drawn to big, systemic problems — and few are more complex than the U.S. health care system. When I learned that up to 80% of medical claims contain overbilling errors, I knew Bluespine had the potential to drive real change,” says David Talinovsky, co-founder and CEO. “Our vision is to fix the medical claims economy by helping employers reduce costs while upholding their Employee Retirement Income Security Act (ERISA) and fiduciary responsibilities.”
ipaymy enables businesses and individuals to pay any expense with their credit card — even when cards are not accepted by the merchant.
“At ipaymy, we’re on a mission to improve payment experiences by giving businesses and individuals the freedom to pay and get paid with credit cards, improve cash flow and unlock more rewarding opportunities along the way,” says CEO Ethan Dobson.
Dataiera enables companies to rapidly build secure and resilient AI solutions.
“I’ve always been inspired by opportunities to solve problems at scale. Advancements in AI offer unprecedented possibilities for companies to securely integrate, build and deploy products and tools, but it also presents new challenges,” says Peter Marriot, CEO, who co-founded Dataiera with Bridget Hargreaves. “Dataiera simplifies the transition for companies to become AI-enabled and develop cutting-edge tools.”
This cohort also includes a specialized set of startups driving the future of urban transportation:
LetMePark streamlines parking and charging payments for connected cars in one app.
“I launched LetMePark to solve the daily challenges facing drivers — like finding where to park or charge your car and pay for it too. My goal was to reduce the need for multiple apps. By leveraging connected car technology, we’re able to enhance security — on top of making it more convenient — to reduce the barrier to entry for more sustainable transportation,” says Uliana Torkunova, founder and CEO.
UbiRider is a technology platform that seamlessly integrates transportation management, contactless payments, real-time payment processing and data analytics into a single system.
“At UbiRider, we are committed to providing seamless, efficient and scalable solutions that not only enhance the passenger experience but also empower transportation operators to optimize their services. Paying for public transit should be as easy and intuitive as buying groceries or ordering a meal—quick, contactless and hassle-free. That’s the standard we’re setting for mobility,” says CEO and founder Paulo Ferreira dos Santos.
Asistobe leverages AI-driven insights to decode why people move, to shape tomorrow's mobility infrastructures.
"The creation of Asistobe was inspired by the critical gap in transportation I uncovered while working in the sector,” says CEO and founder Johan Haveland. “Our SaaS platform provides transit authorities with movement intelligence that optimizes public transportation so that it’s travelers’ first choice, not just the eco-friendly option generating more insights.”
it's electric aims to solvethe biggest barriers cities face in the deployment of public electric vehicle charging.
"I've spent the first 20 years of my career working for some of the country’s top design firms and institutions,” says Tiya Gordon, COO and co-founder. “I wanted to leverage that skill set to help build companies that create efficient design, making the sustainable choice the easy choice for consumers to make.”
Mastercard works with fintechs to drive innovation at scale
Mastercard leverages its network, expertise and technology to help fintechs push the boundaries of what's possible. Fintechs rely on Mastercard's infrastructure, connectivity and commercial relationships for growth, while their big ideas and disruptive approach can enhance Mastercard's offerings to reach more people and businesses. This mutual benefit fosters innovation at scale to help advance the broader commerce ecosystem.
Mastercard’s world-class fintech programs — including Engage and Product Express - nurture innovation, accelerate growth and streamline product launches.
About Start Path
The Start Path portfolio includes more than 450 companies from over 60 countries, many of which are entering public markets, reaching unicorn status and exploring extended commercial engagements with Mastercard and its customers.
About Mastercard
Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a resilient economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.
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