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Moldova’s money movers

Start-ups in one of Europe's smallest countries are changing how we pay

August 13, 2025

7 min read

August 13, 2025

7 min read

Click to approve. Swipe to pay. Confirm with a fingerprint. That’s what most fintech looks like on the surface. But some Moldovan start-ups are building a future where software talks to software. Finergy, for example, was founded by two engineers who knew Moldova’s banking system inside out. It is just one of several start-ups helping banks and merchants move to a world of programmable, instant payments.

Before founding Finergy Ghenadie Cernei, an economist by training, spent years trying to modernise banking systems from within.

As director of digital transformation at MAIB, a Moldovan commercial bank, he helped introduce contactless payments and led key upgrades in backend infrastructure.

After 30 years in the system, moving from developer to security lead and then to director, Cernei left. “The conditions were great,” he says. “But I started to lose perspective.” He stopped seeing things with fresh eyes, he says, and accepting them as they are.

The desire to do more drove Cernei to look elsewhere. When he and his friend, software engineer Maxim Burdiean, teamed up in 2023, they weren’t trying to compete with banks. “We realised we were solving the same problems over and over,” Cernei says. “Just on opposite sides of the wall. We realised: banks need tools they can’t build from scratch. We weren’t betting on product-market fit. We knew the market. The real question was: can we deliver what it needs?”

At the Startup Moldova Summit in spring 2025, Burdiean stepped on stage not to pitch another wallet or superapp, but to present a vision for the infrastructure behind instant payments.

The company, he explained, is designed to help banks and fintechs process real-time transactions. He spoke without resorting to slogans. In this field, clarity and depth often matter more than pitch decks. Burdiean had never worked in a bank. But through his company, he maintained MAIB’s entire mobile app stack on both iOS and Android, solving bugs and rewriting middleware.

“I saw everything up close,” he says.

Timing matters. In 2024, Moldova launched MIA, its first national instant payment system, supported by the National Bank of Moldova (NBM) and USAID. Over 700 companies activated the new payment options within just three months of its launch. By 2025, Moldova had joined the Single Euro Payments Area (SEPA), making instant payments cross-border and programmable.

Faster than cards, friendlier than cash

Finergy’s core product, miaPOS, works behind the scenes to move money the moment it’s needed. No clicks, no waiting. Instead of relying on someone to press ‘pay’, it lets systems talk to each other directly. A chatbot, a customer service tool, or a government platform can trigger a transaction as soon as a bill is issued or an order is confirmed. For the user, it feels like magic. For developers, it’s a modular engine they can plug into almost anything from city services to online stores.

Across Moldova, miaPOS is already used by small shops, service providers, and public platforms through QR codes, Pay-by-Link flows, and checkout screens where the complexity is hidden, but the experience feels instant.

Both Burdiean and Cernei use Finergy’s tools in their own lives. Cernei recalls one of his first real-world tests: “I was in Romania and needed to pay for insurance. The agent sent me a payment link on Viber. I clicked, paid, and then realised it went through our system. We’re not just building backend tools. This works for people.”

“A big bank can still afford to fix things manually,” Burdiean adds. “But for smaller players, it has to just work. The system must be self-sufficient, predictable, and secure, because no one has time to babysit infrastructure.”

Built on the globally accepted ISO 20022 standard and already integrated with SEPA, miaPOS fits directly into national and European payment rails. “Each country has its rails,” Ghenadie says. “MIA in Moldova. IRIS in Greece. Blik in Poland. Europe is moving toward unifying them. We’re already part of that logic.”

The company has also built a remote identity verification system integrated with Moldova’s national ID database. That is something foreign providers couldn’t access at the time. “We didn’t reinvent the wheel,” Cernei says. “We just connected what was needed.” The system now works via website or mobile, aligning with the latest NBM regulation for remote onboarding.

Close-up of a contactless payment in Moldova using a smartphone and terminal, highlighting fintech start-ups like Finergy driving instant digital transactions.

Built for Moldova, wired for Europe

Still, Finergy hasn’t lost sight of the basics. “Terminals are too expensive for some rural vendors,” Cernei says. “We want to make digital payments accessible even where card hardware can’t reach.” That’s why they’re adapting their system for Moldova’s basic cash registers, turning even a paper receipt into a QR-enabled checkout. 

“The goal,” he says, “is to cover the last mile. People often ask what exactly we build. We don’t build a visible product. We build the rails underneath like electricity. You don’t think about it when it works. But everything depends on it.”

The next step? Romania. “We don’t need to localise much,” Maxim says. “Just plug in.”

Finergy is part of a larger trend: Moldovan tech companies building for export. Salt Edge helps European banks comply with PSD2. Fagura turned regular Romanians into lenders, and has passed two million euros in peer-to-peer loans. 

Then, Planable and Brizy reached international users through collaboration tools and no-code web platforms. For example, Planable, featured in Forbes, was acquired by SE Ranking in 2025, a global tech firm with more than 35 million US dollars in annual revenue.

Ghenadie Cernei’s vision stretches further. He believes payment systems will soon not only serve humans, but also AI-agents, software bots acting on people’s behalf. “It’s already happening in small ways,” he says. “Your phone adjusts photos. Why not have an agent that knows your bills and pays them automatically when it makes sense for you?” That’s the world Finergy is preparing for.

“Imagine a personal AI-assistant that tracks your bills and spending habits, and pays automatically when conditions match your preferences: not too early, not too late, and never above your limits. We already have basic automation for that,” he says. “And once the buyer and the seller connect through programmable payment rails, agents will simply interact with each other.”

The pace of change, Cernei notes, often outstrips our ability to adapt. He gives an example he’s fond of. At first, a person thinks they’re dealing with a horse, with something manageable. But by the time they’re ready to ride, it’s already a motorcycle. Then, a helicopter. Then, a plane or even a rocket. “And you’re left wondering what to do,” he says. “But then you look around and see people who haven’t even noticed anything changed. And you think that at least you noticed the change.”

Finergy is registered within the Moldova Innovation Technology Park and is also a part of the Startup Moldova ecosystem that helps to stay connected with the local companies and demands.. 

The co-founders admit they can’t predict what fintech will look like in a decade. Maybe money will disappear, maybe AI will evolve on its own. For Cernei and Burdiean, the real challenge is staying agile. Each day brings a new wave, and mastering the last one isn’t enough.

It all reflects where Finergy’s mission began. Not in theory, but in hands-on experience with real systems, bugs, and bottlenecks. Now they’re building the infrastructure to move beyond it.

Maxim Burdiean and Ghenadie Cernei. All photos by Iurie Gandrabura.

Iurie Gandrabura

Iurie Gandrabura

Iurie Gandrabura is a Moldovan journalist, fixer and photographer.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.