Nirit Rubenstein started focusing on the underbanked market over a decade ago at Green Dot Corporation where she led the company’s flagship prepaid debit card offering. It shocked her how many people couldn’t get a credit card. This experience led her to become the chief executive officer of a private equity-backed credit repair company that introduced her to the credit services industry, including some of its unseemly characteristics.
Her journey to launch Dovly AI stemmed from her own experiences as an immigrant where she saw her parents face the hurdles of establishing a life in the U.S. without access to good credit. Rubenstein believed that there had to be an ethical technology-driven approach to the credit access challenge, which led her to launch her firm with her business partner.
Dovly AI is a startup in the personal credit space and the first AI credit engine designed to help raise credit scores for free. The firm’s mission is to empower everyone to get ahead financially by offering a free basic credit service and a more complete credit care plan at an affordable price.
“Our goal is to help individuals improve their financial standing and boost their credit scores in a transparent, user-friendly and sustainable way,” said Rubenstein. Under her leadership, the firm has helped improve members’ credit scores by over 4 million points. On average, members see a 79-point increase in under six months with many experiencing over 100-point jumps.
“In Dovly, Nirit has built something unprecedented and unrivaled in the industry,” said her staff. “She is a fearless leader who never backs down from a challenge, she has a relentless, almost neurotic aversion to giving up, and she is committed to solving what seem to be intractable problems with the credit reporting and scoring system.”
Rubenstein has led partnerships with some of the biggest names in the personal finance space such as Chime, Varo Money, Money Lion, Grow Credit, StellarFi, and more. Technological advancements, particularly in product development and marketing strategies, have not only improved customer experience but also driven increased engagement and acquisition.
As a leader, Rubenstein said she relies on grit and empathy. “We have to tolerate punches to the gut and keep on fighting,” she said. “Successful founders need to surround themselves with great people – people who have different motivations and aspirations, and if you don’t tap into those differences, you won’t attract or retain a winning team.”
