Raymond Rouf is co-founder and chief executive of Pave, which builds cashflow attributes and scores that lenders use to underwrite and manage credit. Pave is the third analytics company he has built with his co-founder Ema Rouf.
GraphScience and Facebook Ads
The first was GraphScience, founded in 2008, a platform for optimising advertising on Facebook. It was acquired by the advertising software company Centro in 2015. Earlier he worked as a product manager at Minekey.
Adazza and Mobile Money in Africa
In 2014 the pair founded Adazza, a consumer finance analytics platform for telecoms and mobile money operators in Africa. That lesson became the template for Pave.
Pave and Cashflow Scores
He founded Pave in 2020 to bring the same idea to the United States. Instead of relying only on the FICO score and past credit use, Pave reads bank transaction data to score a borrower's ability to pay, set credit limits and spot early signs of trouble. It began with an API and two scores for cash advances, and aims to cover personal loans, instalment loans, buy now pay later, cards and auto lending. ARK Invest backed it through its venture fund, and Redbud VC invested, citing the 53 million Americans with little or no credit history.
Beyond Origination
By February 2026 Pave passed 100 million credit risk evaluations a month, as lenders moved their checks from the moment of approval into the life of the loan.
He started out helping advertisers find the right audience. He now helps lenders find borrowers the old scores missed.
