Subprime Credit Market Heats Up as i2c and Access Finance Bring Juzt Card to the U.S. Market

Its target market is the subprime credit card space, but it has international ambitions as well. Access Finance, a fintech company that originated in Bulgaria and is now based in Redwood City, has partnered with international payments processor i2c Inc. to bring its Juzt credit card program stateside. 

This move gives Juzt, whose cards will be issued by The Bank of Missouri, yet another opportunity to attract credit-building consumers — yet it suggests an even larger movement in the way fintechs are tackling the underserved credit niches.

“Our partnership with Access Finance represents a shared commitment to expanding credit access and creating more financial opportunities for consumers in the U.S.,” said Serena Smith, i2c’s chief client officer, in the official release. “We’re proud to support Access Finance with our global platform that enables real-time innovation and seamless scalability.”

Juzt operates in seven countries in Europe and Latin America today, but it is expanding into the U.S. as fintechs increasingly focus on the subprime market, identifying the pent-up demand and long-term growth opportunity among consumers who have thin or imperfect credit files. In this environment, the capacity to establish credit is both a product benefit and a strategic necessity.

“Access Finance is leveraging our API-based issuing platform to deliver tailored credit solutions in real-time — something traditional systems just can’t support,” Smith said in a statement to PYMNTS.

The strength of the partnership is in the platform behind the card. i2c’s plug-and-play features have enticed global issuers with its speed-to-market and configurability. That agility can be a lifesaver in a U.S. market under increasing regulation for underwriting and fees, particularly for cards catering to higher-risk consumers.

The market for building credit has become increasingly competitive as established players like Chime, Varo, and Self introduce secured and hybrid deposit-linked or digital wallet-linked credit cards. 

While established players are struggling to keep up with their Community Reinvestment Act (CRA) obligations and reaching out to historically underbanked groups, Juzt introduces another twist with its global base and technology-driven mindset, drawing in niche lenders as well as digital-first banks.

Although neither company shared underwriting standards or credit limits, the program will probably provide simpler access than prime cards, a move that is in line with consumers searching for an avenue into mainstream credit.

For subprime-focused lenders, this is a trend worth monitoring. Access Finance’s expansion in the U.S. using a ready-to-go solution is evidence of increasing demand for platforms that address compliance, risk, and operations requirements without prolonged build periods. Other global fintechs are likely to follow suit.

A gap in the modern landscape is the absence of agentic AI among American banks and card companies. Agentic AI refers to artificial intelligence tools capable of making independent decisions based on objectives, circumstances, and acquired experience. 

Such systems can optimize underwriting, customer service, and fraud detection continuously without human intervention. In their absence, most credit products cannot adapt in real time — specifically for high-variance subprime consumers who do not fit customary patterns.

In brief, Juzt’s entry is less about one specific card but rather how the subprime market is evolving. By having a nimble infrastructure and an explicit emphasis on underserved consumers, i2c and Access Finance are setting the tone for the next wave of credit innovation in the U.S.