From the Founder | Kenji Niwa, Co-Founder and CEO of Firstcard

About the article: Kenji Niwa, Co-Founder and CEO of Firstcard, shares the inspiring journey behind creating a company that empowers people to build credit and achieve their financial dreams. From facing rejection by major banks to developing a mission-driven startup, Kenji’s story highlights the challenges and opportunities in democratizing credit access, especially for international students and immigrants.

Firstcard

Locations: Menlo Park, San Francisco Bay Area

Company Size: 1 - 10 people

Markets: Financial Services, Credit, Banking, Fin Tech, Credit Card

Total Raised: $7.8M

A Frustrating Beginning

The story of Firstcard begins with frustration—a rejection from a major bank. Despite having substantial savings, the founder, Kenji, who had recently moved to the U.S., found himself denied a credit card. This personal experience was the spark that ignited the creation of a company dedicated to solving a widespread problem in the financial industry.

"I was saving money for my family of six, but my credit card application was still rejected what made me curious about what was going on in the financial industry here, and that was the starting point." -Kenji Niwa

Recognizing that many others faced similar challenges, particularly international students and immigrants, Firstcard was born with a clear mission: to help people build their credit score, regardless of their background or financial history.

From Japan to the U.S.: A Unique Entrepreneurial Journey

Before moving to the U.S., the founder had already built a successful career in Japan, running a job platform for college students that grew into the largest internship job platform in the country. "We helped over 2,000 companies hire interns," Niwa says. "But I knew that to win globally as a tech company, I had to come to the U.S."

After selling his company in Japan, he relocated to the U.S. in 2017. However, it wasn't an immediate transition into starting Firstcard. He spent the next three years immersing himself in the U.S. tech scene—making angel investments, attending school, and researching new business ideas. By 2020, the idea for Firstcard had solidified, driven by his passion for helping young people and his belief in the enormous potential of the credit card market.

Early Days and Building the Team

Like many startup journeys, the early days of Firstcard were challenging. The founder started as a solo entrepreneur, but things began to change when he met Daniel, now the Co-founder and CTO of the company, through AngelList. "That was a game-changing moment for Firstcard," he says. With Daniel's extensive experience in fintech, the team was finally able to launch their first product within eight months of his joining.

Today, Firstcard is a small but mighty team of nine, all united by a shared mission to help people build credit safely and affordably.

A Mission-Driven Approach

Firstcard’s mission is simple yet powerful: to provide an easy, affordable way for people to build credit. Traditional credit products in the U.S. are often expensive, difficult to understand, and can trap users in cycles of debt. Firstcard aims to change that with a product that is clear, straightforward, and designed with the user's best interests in mind.

“We genuinely believe what we are doing is super important to improve people's lives," the founder emphasizes. "We want to make it very clear and easy to build credit and save money."

Why Join Firstcard?

The founder’s pitch to potential investors and team members is rooted in the company’s mission and the size of the opportunity. The secured credit card market, while niche, is substantial, with 6 to 8 million active users in the U.S. alone. Despite the competition, Firstcard differentiates itself through transparency and user-centric design, eliminating hidden fees and offering alternative revenue structures.

Looking Forward

As Firstcard continues to grow, the team remains focused on reaching product-market fit, especially among international students and immigrants who face significant challenges in building credit. “We’re very excited to help these people pursue their American dream. Without credit, it’s hard to buy even a house or a car. We want to change that.”

In a market full of challenges and opportunities, Firstcard is poised to make a significant impact, one credit score at a time.

The Journey of Firstcard

In the complex world of finance, building a credit score is often a daunting task, especially for those new to the system. Whether you're an international student, a recent immigrant, or someone without an established credit history, the road to financial security can seem like an uphill battle. Enter Firstcard, a company on a mission to simplify and democratize credit building in the United States.

Explore the company and open roles: www.wellfound.com/company/firstcard

Learn more: www.firstcard.app

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