Romania · Payments & e-money
Heyblu Financial Services Ifn SA
Legal name in the LEI recordHEYBLU FINANCIAL SERVICES IFN S.A.
HeyBlu Financial Services IFN S.A. is a Romanian joint-stock company based in Bucharest. The National Bank of Romania (BNR) authorises it as an electronic money institution and lists it in its General Register of non-bank financial institutions. It belongs to the eMAG group, and its direct parent is Dante International S.A., which is part of the Naspers group. The firm was formerly Orange Money IFN S.A., which Dante International and HeyBlu IFN S.A. acquired from Orange România on 31 January 2025. It provides instalment and buy-now-pay-later credit to eMAG customers, and since 28 May 2026 it has processed payments made with cards saved in eMAG accounts.
Licences and registrations
Held by Heyblu Financial Services Ifn SA (LEI 7872001W2XEXEVH0FP72). 1 entry on 1 of the 22 tracked registers, retrieved 25 September 2026.
| Register | Licence | Number | Jurisdiction | Status | Registered | Ends | Activities | Register entry |
|---|---|---|---|---|---|---|---|---|
| EBA PSD2 RegisterNational Bank of Romania | Electronic money institutionE-Money / Stored Value Institution | 33851267 | Romania | Active | 2015-12-21 | — |
|
Search the register ↗ |
- Each licence applies in the country of the regulator that granted it.
- Registers are tracked in 37 countries. Licences granted elsewhere are not recorded here.
Swift network
Swift’s ISO 9362 BIC directory
Holds no BIC in Swift’s directory.
Its LEI is not mapped to a BIC in the Swift and GLEIF BIC-to-LEI relationship file.
Overview
Researched 29 Sep 2026 · Sources
Customers
Not published
Employees
Not published
Ownership
Group subsidiary
Dante International S.A.
Firm type
Lending or buy now, pay later
Trades as HeyBlu
- Standing
- The firm was formerly Orange Money IFN S.A. Dante International S.A. and HeyBlu IFN S.A. acquired it from Orange România and Atlas Services Belgium on 31 January 2025. It was renamed HeyBlu Financial Services IFN S.A. shortly afterwards.
- Ownership
- Dante International S.A., the operator of eMAG, is the direct parent and subscribed a RON 152 million capital increase in 2025. According to ZF, eMAG executive chairman Iulian Stanciu holds a single share.
- Direct parent
- Dante International S.A., Romania
- Ultimate owner
- Naspers Limited, South Africa
- Head office
- Str. Gara Herăstrău nr. 6, etaj 3, Globalworth Square, Sector 2, 020334 București, Romania
- Company register
- Romanian Trade Register J2014013883408 (EUID ROONRC.J2014013883408; fiscal code CUI 33851267)
- Incorporated
- 2014
- Former name
- Orange Money IFN S.A.
Online
- Websites & references
- heyblu.ro ↗ did not load when checked
- Official social accounts
- None found
Sources · 12 pages consulted
- heyblu.ro/help/termeni-si-conditii-paybyclick-payontime
- emag.ro/help/plateste-in-4-rate-fara-dobanda-prin-heyblu/
- emag.ro/help/plateste-peste-30-de-zile-prin-heyblue/
- zf.ro/business-hi-tech/dante-international-compania-din-spatele-emag-a-injectat-in-2025-2308265
- zf.ro/business-hi-tech/doru-petruti-numit-director-general-heyblu-divizia-financiara-emag-23193
- dailybiz.ro/emag-isi-consolideaza-serviciile-financiare-heyblu-are-un-nou-director-general-si-intra-i
- profit.ro/povesti-cu-profit/retail/foto-anunt-emag-schimba-de-astazi-procesarea-platilor-online-pri
- zf.ro/business-hi-tech/update-tranzactia-emag-heyblu-orange-money-ifn-sa-vanzatorul-este-226743
- revistabiz.ro/emag-si-heyblu-achizitioneaza-orange-money/
- amcham.ro/news-from-members/filip--company-assists-emag-and-heyblu-in-acquiring-100-of-orange-money
- alccr.ro/membri/hey-blu-ifn-sa/
- s13emagst.akamaized.net/layout/ro/static-upload/regulament-campanie-heyblu-dobanda-promo-iphone17-12rate-0-12-19-
Authorisation
Researched 29 Sep 2026 · Sources
- Operates under
- Its own licences
The BNR authorises the firm as an electronic money institution (register entry IEME-RO-0003, since 21 December 2015). The BNR also lists it in its General Register of non-bank financial institutions (RG-PJR-41-110335, since 13 March 2018), which covers its lending.
| Authority | Licence or registration | Number | Held | Status | Source |
|---|---|---|---|---|---|
| National Bank of Romania (BNR) Romania | Electronic money institution (Registrul Instituțiilor Emitente de Monedă Electronică) | IEME-RO-0003 | In its own name | Active | heyblu.ro ↗ |
| National Bank of Romania (BNR) Romania | Non-bank financial institution, General Register (Registrul General) | RG-PJR-41-110335 | In its own name | Active | heyblu.ro ↗ |
Licences and registrations the research found, at home and abroad, as the firm and its regulators publish them. The Licences and registrations card shows the entries on the registers the directory tracks.
Partners and safeguarding
Researched 29 Sep 2026 · Sources
- Payment schemes and card networks
- RoPay (Transfond instant payments) Through a partner dailybiz.ro ↗
Banks and regulated firms the firm says hold its customers’ money, issue its cards, sponsor its accounts or settle its payments, as it discloses them in its terms and notices.
Products and markets
Researched 29 Sep 2026 · Sources
It offers revolving credit lines and fixed-rate instalment credit, including 30-day, 4-, 6- and 12-instalment options, through eMAG's My Wallet. Since May 2026 it has also processed eMAG's PaybyClick payments with saved cards.
It serves consumers in Romania, mainly through the eMAG online retail platform.
- Sells to
- Consumers · Platforms and marketplaces
- Serves customers in
- Romania
Leadership
Researched 29 Sep 2026 · Sources
- Chief executive
- Doru Petruți Director general (CEO) and member of the board of directors
- Chair
- Tudor Manea Member of the board of directors (appointed chair in 2025); CEO of eMAG
Recent events
Researched 29 Sep 2026 · Sources
-
Leadership
The shareholders and the BNR approved Doru Petruți, previously deputy director general, as director general and board member.
zf.ro ↗ -
Other
The firm joined the RoPay instant payment scheme as its first non-bank participant, connecting to Transfond through a partner bank.
dailybiz.ro ↗ -
Other
The firm began processing eMAG payments with saved cards from 28 May 2026, alongside the previous processor PayU during a transition.
profit.ro ↗ -
Funding
A shareholder resolution recorded Dante International's RON 152 million cash capital increase, raising share capital to RON 334.19 million.
zf.ro ↗ -
Merger / acquisition
Dante International and HeyBlu IFN acquired 100% of Orange Money IFN from Orange România, which then renamed it HeyBlu Financial Services IFN.
zf.ro ↗
Compliance-relevant events of the last three years, newest first: fines and enforcement, investigations, security incidents, licence changes, funding rounds, acquisitions and leadership changes. Each links to its source.
Identifiers
- Licence no. · EBA-PSD2
- 33851267
- BIC
- Holds no BIC in Swift’s directory
- How the LEI was matched
- Matched by Elucidate to GLEIF on name, country and address
- Elucidate firm ID
- 0f52118cd380
Profile
- Type
- Payments & e-moneyPayment institutions, e-money and stored-value issuers, and account-information providers. Licensed under payment-services law (e.g. PSD2 in the EU and UK, the Payment Services Act in Singapore). Taken from the licences on the tracked registers.
- Regulation
- Prudential licenceAuthorised with capital, safeguarding and conduct requirements, e.g. an authorised payment or e-money institution in the EU or UK, a major payment institution in Singapore, or a MiCA crypto-asset service provider.
- Main licence class
- E-Money / Stored Value Institution
- Activities
- Money remittance
- Payment services
- Card acquiring
- E-money / stored value
- Licensed in
- Romania · Europe & Central Asia
- First registered
- 2015-12-21
Types come from Swift’s BIC classification, the licences on the 22 tracked registers, and the ECB and FSB bank lists. Most banks outside the euro area appear as financial institutions, because their supervisors’ registers are not tracked yet.
Ownership and group
GLEIF relationship records
- Direct parent
- Dante International SA · Romania315700V12MDD9PTKU295 ↗
- Ultimate parent
- Naspers · South Africa21380044BQ8812EEKT59 ↗
The Naspers group has 3 institutions in the directory, in 2 countries: 2 hold a BIC and 1 does not.
Including Dante International SA, Olx Global B.V..
See the Naspers group →Group membership follows the accounting-consolidation relationships reported to GLEIF. It does not show ownership shares or control.
Addresses
- Address on the register
- Sectorul 2, Strada Gara Herăstrău nr. 6, Clădirea Globalworh Square, etaj 3, BUCUREŞTI, 020334
- Country
- Romania
ISO 20022 identification
As an agent in a Swift cross-border payment message (CBPR+)
This institution holds no BIC. A CBPR+ message identifies it by name and postal address, and may add its LEI or a clearing code.
- Identified by
- Name and postal address, with its LEI
- Postal address
- Does not fit the CBPR+ limits
- The address does not fit in the two address lines of 35 characters that CBPR+ allows next to a town and country.
- CBPR+ does not accept the characters Ş ă in names and addresses. Transliterate before sending.
The LEI record in GLEIF holds a structured legal address.
CBPR+ identifies the instructing and instructed agents by BIC only. An institution without a BIC can be the debtor, creditor or an intermediary agent.
The values are as published by the register. Check them against your own records before use.
Sources & method
Register entries come from the public registers of financial regulators, standardised into one taxonomy. LEIs are matched through GLEIF, and a BIC is linked only through a shared LEI.
An institution missing from these registers is not necessarily unregulated.
Register entries are not matched against the OFAC or EU sanctions lists. Where the legal entity also holds a BIC, the matches for that BIC are on its page. Always screen against the official lists.
An institution is one entry in the directory: a BIC8 in Swift’s directory, or a firm on a tracked register that holds no BIC. Licences held by an institution with a BIC are shown on its page.
Read the methodology →Register for this page
- EBA PSD2 Register—European Banking Authority (EBA) · source ↗ as at 25 September 2026
- Ownership and group—GLEIF Level 2 relationship records (accounting consolidation), matched by LEI.
- Overview, authorisation, partners, products, leadership and events—researched per institution by an AI model with web search, from the firm's own website, terms and filings, regulators' registers and notices, company registers and news. Licences, partners, figures, people and events link to their source, and each card shows the research date. AI research can be wrong or out of date, so check key facts at the source.
Assess the financial crime risk behind a licence
A licence records what an institution is authorised to do; it does not assess it. The Elucidate FinCrime Index (EFI) is an independent score of the financial crime risk of banks and payment institutions.
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