Building India's Largest
Embedded Credit Platform
Our Mission
Leverage Technology to build and deliver contextual Financial Products for the Next Half Billion people and transforming into a full stack Digital Bank by 2030.
Our Vision
To include, empower and transform the Next Half Billion people by providing access to easy, affordable and transparent Financial Services.
India's Largest Embedded Credit Platform
MyShubhLife is India's largest embedded credit platform delivering timely credit inside the apps MSMEs already use. Our fully digital, tech-led approach enables faster and simpler access to business credit. We are helping transform the MSME growth story across India.
Strong Financial Backing
MyShubhLife is backed by UGRO Capital Limited, a leading DataTech NBFC focused on MSME lending. UGRO acquired MyShubhLife as a wholly owned subsidiary in 2024. Together we combine strong financial strength with data-driven lending expertise.
End-to-End Digital Infrastructure
Our platform is powered by an in-house Loan Origination System (LOS) and Loan Management System (LMS). This infrastructure supports the complete lending lifecycle from onboarding to loan management. The result is a seamless and fully digital lending experience.
Built for Seamless Integration
Our plug-and-play APIs enable fast integration with partner platforms. Anchor-based lending connects credit directly within merchant ecosystems. This ensures a smooth customer journey and efficient acquisition.
Data-Driven Lending at Scale
Alternative data and real-time analytics power smarter credit decisions. Machine-learning risk models enable scalable and responsible lending. Today we reach 15M+ merchants through 9 leading partners including UPI apps, payment banks, and marketplaces.
The Growth Story
A narrative of inclusion, technology, and MSME growth.
AlargesegmentofIndia’ssmallbusinessesoperatesinafinancialspaceleftunservedbyoutdatedcreditscoringmodelsandtraditionalbankingsystems.Thismakesitdifficultforthemtoaccesstimelyandaffordablecredit.MyShubhLifebridgesthisgapwithafullydigitalembeddedfinanceplatformthatdeliversloansinsidetheappsMSMEsalreadyuse.
"Poweredbyourin-houseLOS,LMS,andseamlessAPIs,itenablesfasterdigitallendingforthin-fileborrowers."
WeembedcreditdirectlyintotheecosystemsMSMEsalreadytrust.Ourplug-and-playAPIsuiteletsmerchantplatformsseamlesslyintegrateinstant,contextuallendingfortheirnetworks.Proprietaryunderwritingleveragesalternativedataforfaster,moreaccuratedecisions,unlockingcreditaccessacrossBharat.
Our Team





Venkatesh Madyastha
Chief Data Scientist


Gautham Uthaiah
Head-Partnership and Alliance
Gautham brings 16+ years of leadership in domestic/international markets across Merchant Acquisition, Strategic Alliance, and Customer Retention in IT/Fintech. Held sales/enterprise roles at Wipro Peripherals, Isolve Technologies, Innoviti Payments, Mswipe Technologies. Holds PG in Computers from Mangalore University.

Soumya Shetty
Office Manager
Soumya brings 6 years of sales experience: 1 year in corporate gifts, 5 years in IT (technical training sales/recruitment) with IBM, HP, Wipro, Accenture, others. Devoted 10 years to Goldman Sachs in Learning and Development. Holds MA Sociology (anthropology) from Bengaluru University.

Visalakshi Ramasamy
Business Finance manager
Visalakshi Ramasamy handles overall Financial Accounting and MIS reporting. Leads financial activities at MSL, formulates compliant policies/strategies, and ensures organizational financial health via robust reporting. Dynamic CA with 5 years from Volopay, Standard Chartered, Mewt.

Sathish Vittal
Head - Fraud Control Unit
Sathish Vittal manages all risk function aspects: identifies, assesses, monitors, prevents fraud; drives frameworks for fraud/financial risks and coordinates policies. Has 19+ years in fraud control/collections at HDFC Bank, Mahindra Finance, Bajaj Finance.


Karthik Thampi
Head - Operations
