Justt’s Forbes Nod Signals New Era for Chargeback Tech

TEL AVIV, Israel – April 30, 2026 – In a move that signals a significant shift in the financial technology landscape, AI-powered chargeback automation platform Justt has been named to the 2026 Forbes Fintech 50 list. The inclusion is a landmark event, marking the first time a company specializing in chargeback and dispute management has received the prestigious recognition. This milestone highlights the evolution of chargeback mitigation from a back-office chore into a core component of modern fintech infrastructure, essential for the health of the digital economy.

A New Pillar of Fintech Infrastructure

For years, chargebacks—the reversal of a credit or debit card transaction—have been a persistent and costly headache for merchants. With the explosion of e-commerce and card-not-present transactions, this issue has ballooned into a crisis, with annual losses for businesses estimated to exceed $125 billion and growing by 20% year-over-year. Traditionally seen as a cost of doing business, the sheer volume and complexity of disputes have made manual management untenable.

Justt's appearance on the Forbes Fintech 50, a list renowned for identifying the most innovative private companies in finance, validates the critical need for advanced technological solutions. The selection process for the list prioritizes novelty, growth, and leadership, and Justt’s recognition aligns with the broader industry trends of leveraging artificial intelligence to automate complex back-office operations. By placing a chargeback specialist alongside innovators in payments, banking, and investing, Forbes is signaling that protecting revenue is as crucial as processing it.

The Evolving Economics of Payment Disputes

The urgency for intelligent dispute management has been sharply amplified by a recent shift in the payments ecosystem. In 2025, a growing number of Payment Service Providers (PSPs) began implementing fees for merchants who contest a chargeback and lose. This fundamental change in fee structures means that a poorly executed dispute strategy can now actively destroy value, costing merchants more than simply accepting the initial loss.

This new financial penalty has rendered the old approach of fighting every dispute obsolete. Merchants now face a high-stakes calculation with every chargeback: is the potential reward of winning the dispute worth the risk of incurring additional fees for losing? This complex decision-making process, which requires analyzing vast amounts of data under tight deadlines, is nearly impossible to manage effectively at scale without sophisticated technological aid. The introduction of these fees has created a clear and compelling business case for platforms that can navigate this treacherous landscape intelligently.

Inside Justt's AI-Powered Engine

This is precisely the challenge Justt was designed to solve. Founded in 2020, the company developed what it describes as an "AI-native" platform that automates the entire end-to-end dispute workflow. Unlike simpler automation tools, Justt’s system is built to make strategic decisions.

The platform ingests a wide array of data for each disputed transaction, including customer information, historical purchase data, and third-party evidence. Its AI engine analyzes this information to construct a tailored, dynamic argument specifically designed for the unique combination of the reason code, card issuer, and PSP involved. This moves beyond static templates to create compelling, evidence-backed cases at scale.

However, the platform's most critical feature may be its ability to score every dispute on its expected likelihood of success, factoring in the potential for penalty fees. This allows the system to automatically determine whether contesting a specific chargeback is profitable. If the AI calculates a low probability of winning, it can advise accepting the loss, saving the merchant from wasting resources and incurring additional penalties. This intelligent scoring capability has become essential in the new era of payment disputes.

Furthermore, the system operates on a continuous learning loop. It analyzes the outcome of every dispute it handles, refining its algorithms and improving its predictive accuracy over time. This ensures that as payment network rules and issuer behaviors change, the platform adapts to maximize merchants' win rates and revenue recovery.

Market Validation and Competitive Landscape

The market has responded strongly to Justt's solution. The company, backed by $100 million in funding from prominent venture firms like Oak HC/FT, Zeev Ventures, and Citi Ventures, has seen rapid growth. Its customer base has expanded to include over 250 global enterprise merchants, including household names like BestBuy, Klarna, and DoorDash, in addition to more than 80,000 small and medium-sized businesses. This traction is reflected in its revenue, which grew from $18 million in 2024 to $32 million in 2025.

While the chargeback management space includes other notable players such as Riskified, Chargeflow, and Signifyd, Justt’s Forbes recognition sets it apart and underscores the maturation of the category. This achievement provides a powerful external validation of its strategy and technology.

"The Forbes Fintech 50 is the gold standard in fintech, and making this list has been a goal since we founded Justt in 2020," said Ofir Tahor, Co-Founder and CEO of Justt, in a statement. "Chargebacks erode margin long after the sale, and while many businesses are already fighting them, they still are not seeing the win rates they deserve. We built Justt to change that, helping merchants recover more revenue with less manual effort so payments and finance teams can focus on growth instead of paperwork."

Justt's success illustrates a broader truth in the digital economy: as transactions become more seamless, the processes for resolving conflicts must become more intelligent. The company's recognition is not just a victory for its team and investors, but a clear indicator that AI-driven dispute management has become an indispensable tool for survival and profitability in online commerce.