Founded in 2020, Dengi Vpered is a pioneer of the "salary on demand" service in Russia. The company operates on a B2B2C model, partnering with employers to offer their employees the ability to access their earned but not yet paid wages at any time through a mobile application. The service aims to improve the financial well-being of employees by providing a flexible and low-cost alternative to payday loans and credit cards, thereby reducing financial stress and increasing employee loyalty and retention for the employer.