Tel Aviv-based Justt, which helps automate chargeback disputes for online merchants, emerges from stealth with $70M across seed, A, and B rounds
Justt, a Tel Aviv-based chargeback mitigation startup, is emerging out of stealth today with $70 million in total funding.
Context & Ripple Effects
Justt is surfacing with $70M already banked across seed, A, and B rounds — a large stealth build for a company whose product, automating chargeback disputes for online merchants, sits squarely in a niche that other Israeli founders have since validated. Chargeflow, attacking the same problem with ML-driven dispute handling, raised its $11M seed led by OpenView in 2023 and followed it with a $25M Series A plus $10M in debt two years later.
That makes the category a two-horse race out of Tel Aviv before either player has published traction numbers, with adjacent funding nearby: Trustmi's $17M Series A for payments fraud prevention shows investors treating the merchant-payments-risk stack as one fundable theme rather than isolated point solutions.
First-order effects
- Online merchants disputing chargebacks gain a second well-funded automation vendor, and Justt enters the market with more capital than Chargeflow had raised through its own Series A.
Second-order effects
- Chargeflow must now compete against a rival that skipped the usual stealth-to-seed ramp, pushing both toward faster enterprise sales motion and pricing pressure on per-dispute fees.
- Trustmi and other payments-fraud tools face boundary questions: as dispute automation matures, fraud prevention and chargeback recovery start converging on the same merchant budget line.
Third-order effects
- If automated dispute resolution keeps attracting capital, the card networks' manual-heavy chargeback process becomes contested infrastructure — the 'settlement trust stack' shifts from bank-run paperwork to software intermediaries deciding which transactions get fought and which get written off.
The trend: Merchant payment-risk tooling is consolidating into an AI-automated, Tel Aviv-centered funding category, with chargeback dispute automation as its anchor use case.