HeyBlu operates as a non-banking financial institution (IFN) that facilitates “buy now, pay later” services (My Wallet) for customers on eMAG, enabling flexible, installment-based, and deferred payments.
The share capital of HeyBlu increased to RON334.19 million from RON182.19 million by issuing 15.2 million new shares, at a nominal value of RON10 each.
The increase was entirely subscribed by Dante International. Iulian Stanciu, the executive president of eMAG Group, owns one share, representing 0.000003% of the post-increase share capital.
HeyBlu Financial Services IFN, formerly known as Orange Money IFN, was acquired by eMAG and HeyBlu IFN from Orange Romania and Atlas Services Belgium on January 31, 2025, according to a sales and purchase agreement concluded on July 8, 2024, per a decision published in the Official Journal. Soon after takeover, the company was renamed and Tudor Manea, CEO of eMAG Group, was appointed Chairman of the Board of Directors, while Martyna Szczepaniak took over the role of general manager, for a 4-year term.
At the time of the acquisition, Orange Money no longer had active clients – the operational business had been sold to Alpha Bank in 2023 for RON60.36 million.
Since the takeover, the eMAG Group has expanded the core business of HeyBlu Financial Services, successively adding activities of microlending, factoring, financial leasing, and acquisition of loan and debt collection portfolios.