Lithuanian peer-to-peer lending built one of the more substantial European markets for marketplace consumer credit, with multiple platforms competing for both borrowers and investors in a country that has cultivated a regulatory environment supportive of fintech experimentation. NeoFinance was founded in Vilnius in 2014 as one of those Lithuanian P2P pioneers, connecting Lithuanian and international investors with creditworthy local borrowers seeking personal loans. The platform's domestic focus gave it credit data depth in the Lithuanian market that pan-European platforms didn't match, while its EU passport allowed it to attract investor capital from across Europe. NeoFinance has expanded its operations and product range while navigating the maturation of European P2P lending — including the regulatory tightening that brought retail crowdfunding under the European Crowdfunding Service Provider Regulation framework. In the Lithuanian P2P landscape, NeoFinance represents one of the longer-running platforms operating with a domestic borrower focus and a Pan-European investor base — a combination that has proven more sustainable than purely cross-border models that lacked deep credit knowledge of any single market.