Lending Service Provider · RBI Digital Lending Directions

One best-fit lender match. Not a marketplace list.

Upshift is an AI-enabled sourcing platform that scores and qualifies every borrower, then routes them to the single regulated lender most likely to approve their profile.

Partner with Upshift See how it works
2025Founded
2Product Lines
PuneHeadquarters
Live Fitment Enginesimulating
Salaried · MetroSelf-employed T2/3New-to-creditMSME Working Cap.Sole ProprietorAI MATCHL1L2L3L4L51 of 5lenders
ProfileSalaried · Metro
Matched toLender 1
Fitment91%
Click a profile to see it re-route in real time — this is a simplified illustration of Upshift's matching logic.
Company Overview

Who we are

Upshift is an AI-enabled sourcing platform built to connect borrowers seeking personal loans and business loans with the lender best suited to their profile.

We operate as a Lending Service Provider (LSP) — we source, qualify and route leads to our regulated lender partners, backed by an on-ground, feet-on-street team built to support the borrower journey beyond the lead itself. Every lending decision, sanction and disbursal is made solely by the lender, in line with the RBI's Digital Lending Directions.

Upshift Services Pvt Ltd

Incorporated September 2025

Headquartered in Pune

Registered office in Maharashtra, India

LSP Business Model

Sourcing, qualification & on-ground support

Upshift never sanctions, disburses, holds or collects loan funds at any stage. Every credit decision sits solely with the regulated lender.

No lending or fund handling by Upshift
AI-based qualification before routing
Feet-on-street team for on-ground support
Every decision made by the lender
Why Upshift

The opportunity

Generic marketplaces raise acquisition cost without raising approval rates. Upshift qualifies every borrower before a single lead ever reaches a lender.

The Old Way
Generic marketplaces list every lender and leave the borrower to guess who will approve them
High-volume, low-fitment leads that raise acquisition cost without raising approval rates
Lenders compete for attention on an open shelf rather than receiving matched leads
The Upshift Way
AI-based qualification scores and profiles every borrower before a lead ever reaches a lender
One best-fit recommendation — matched to the lender most likely to approve that profile
Lenders receive fewer, higher-quality leads through a direct, contracted partnership
Positioning

Our value proposition

Built primarily for lenders — a better borrower outcome is the result of better fitment, not a separate incentive.

Better fitment, by design

AI-scored leads with materially better approval fitment.

Lower cost to acquire

Lower cost of acquisition and reduced underwriting drag.

A contracted partnership

Direct relationship — not exposure on an open marketplace.

Feet-on-street reach

On-ground borrower touchpoints — beyond digital lead-sharing.

Dedicated support

Onboarding, reporting and reconciliation, handled directly.

One clear recommendation

A single best-fit match, instead of an open list of lenders to shop.

Matched to fit

Matched to the lender most likely to approve their specific profile.

Faster and transparent

A faster, more transparent experience than shopping a marketplace.

No pay-to-play

No listing fees or lender pay-to-play influencing the match.

Our Process

How Upshift works

A single borrower journey, from application to lender decision — Upshift never sanctions, disburses or collects a loan.

1

Apply

Borrower applies via digital, partner or phygital channels.

2

AI Qualification

Profile scored and qualified by Upshift's matching models.

3

Best-Fit Match

Single best-suited lender identified — not a marketplace list.

4

Warm Handoff

Qualified lead routed directly to the matched lender.

5

Lender Decision

Sanction, disbursal and collections rest solely with the lender.

Upshift never sanctions, disburses or collects a loan. Every credit decision is made independently by the regulated lender.
What We Source

Products

Personal Loans

  • Unsecured, across customer and market segments
  • Salaried and self-employed borrowers
  • New-to-credit and thin-file profiles
  • Metro and tier 2/3 markets

Business Loans

  • For MSME and self-employed borrowers
  • Working-capital and asset-backed credit options
  • Sole proprietors, partnerships and small enterprises
  • Sourced across business categories and geographies

Sourced through direct, contracted lender partnerships — Upshift does not operate an open, public lender marketplace.

How We Source

Our sourcing channels

Digital Acquisition Engine

Powered by our curated partner ecosystem and demand generation through our proprietary delivery channels — LoanPassport and BlinkLoans.

Phygital Channel

A managed, on-ground agent network blending digital tools with human-assisted, relationship-led sourcing across markets — BlinkLoans.

Two channels, one outcome: a uniquely well-directed lead mix, purpose-built for lender fitment.

Governance

Compliance & governance

Upshift operates strictly within the RBI's Digital Lending Directions framework, as a Lending Service Provider (LSP) engaged by regulated lenders.

No lending or credit decisioning by Upshift — sanction, disbursal and collections rest solely with the regulated lender.

Upshift does not handle or hold borrower loan funds at any stage.

Transparent, consent-based data collection and handling for every borrower.

Direct, contracted, principal-to-principal relationships with each lender partner.

Support for borrower grievance redressal in coordination with lender partners.

Legal Entity

Registered NameUpshift Services Pvt Ltd
CINU66190PN2025PTC246443
IncorporatedSeptember 2025
Registered OfficeWorld of Joy, Gat No. 1343/B, Near Podar SC, Vagholi, Haveli, Pune, Maharashtra 412207, India
Business ModelLending Service Provider (LSP)
Our People

Leadership team

Devanshi Seth

Devanshi Seth

CEO & Co-Founder

Digital-transformation and strategic-partnerships leader spanning Lendingkart, Pine Labs and IndikaAI/PredCo, with a track record of aligning technology with measurable BFSI and fintech outcomes.

Shrinivas Kulagod

Shrinivas Kulagod

Head, Phygital Channel & Co-Founder

10+ years in channel sales and distribution for personal and business loans. Currently Associate Director of Sales at Lendingkart; earlier led channel sales at Bajaj Finserv and RattanIndia Finance.

Dipanshu Rajpurohit

Dipanshu Rajpurohit

Director & Investor

20+ years in digital lending and P&L leadership. Most recently Chief Business Officer at Lendingkart (AUM ₹7,000+ Cr); earlier led Digital Lending at Bajaj Finserv and Digital Transformation at Yes Bank.

Abhishek Singh

Abhishek Singh

Director & Investor

Entrepreneur and analytics leader — COO & Chief Analytics Officer at Lendingkart, VP at McKinsey & Company, and founder of InfinitXPS, a bureau-centric decisioning solutions provider for banks across India, MEA.

Let's Connect

Partner with Upshift

A qualified, AI-matched loan pipeline — built for lenders who want fewer, better-fitted leads.

Email support@upshiftserv.com
Emailsupport@upshiftserv.com
Phone7007232031
AddressWorld of Joy, Gat No. 1343/B, Near Podar SC, Vagholi, Haveli, Pune, Maharashtra 412207, India