Moneybaba challenges the traditional lenders by offering real-time loans to individuals with limited financial history. It operates exclusively online, at lower opex than traditional lenders which rely on branches and manpower. In addition to online origination, the fintech has also signed-up thousands of small merchants, empowering them to finance their clients at point of sale, with immediate payments and no fees. Its proprietary technology is underpinned by algorithms processing alternative data, conducting a behavioural analysis that facilitates lending decisions to borrowers with little or no credit history. Moneybaba is already operative in South American countries under TuTasa brand.