Is your credit report really the most accurate picture of your credit history? For many, it’s not. And that often translates to unnecessarily paying higher interest rates.

Luckily, one startup founder is aiming to solve that.


Meet Nirit Rubenstein, CEO and co-founder of Dovly, an automated credit repair software platform based in Phoenix. She is a force to be reckoned with, and also happens to be one of the members of the StartupAZ Collective 2020 growth cohort. In just two years, since Dovly’s launch, Nirit and her team have already experienced rapid growth –– raising a $2-million seed round in June and doubling its team.

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Dovly currently has over 10,000 users on the platform, and 10 employees have joined its mission to disrupt the credit repair industry.

Nirit said she joined the StartupAZ Collective to “connect with her community and grow alongside quality people going through similar experiences.” Read below to learn more about Dovly and the founder’s motivation behind it in more detail.

How would you describe what Dovly does to someone that has never heard of it?

Dovly is the first fully automated credit repair platform that is based on a sophisticated algorithm proven to increase credit scores.

What problem is Dovly trying to solve?

Two-thirds of the United States population have errors and issues on their credit reports. Dovly offers the most efficient, effective and affordable way for people to remove inaccurate, negative items from their credit reports and thereby increase their credit scores.

What’s the secret sauce that makes Dovly stand out from competitors?

There is no one doing exactly what we’re doing. There are a lot of people in the credit repair space but they use a more traditional methodology where they have call center agents aggressively selling people into programs with exorbitant monthly fees. It isn’t automated. The agents on the phone are the ones determining how to handle the case, and they’re often not properly trained.

Dovly is different because we automated the process. We took all the human interaction out of it and trained a machine to do it in the most effective way. Our secret sauce is really the efficient algorithm we built based on years of experience in the credit repair space.

What was your motivation for starting Dovly?

I was the CEO of a credit repair company where we were using traditional methods, and I felt like there had to be a better way. I saw how many people were suffering from low credit scores and how prevalent and debilitating the issue was. And then I realized there were no good solutions out there.

My co-founder and I are both immigrants who came into this country and saw our families struggle from the lack of access to credit. They couldn’t even rent an apartment. At its core, that experience drives our passion for Dovly.

What type of experience do you and your co-founder bring to the table?

My background is pretty industry agnostic. I’ve worked in tech for several larger companies including Salesforce and Green Dot. I was most recently COO of Nextiva.

My co-founder, and Dovly’s chief credit officer, Tedis Babouian is a Marine first and foremost. Since his discharge, he has spent the last 20 years running the credit reporting agency founded by his father in the 1980’s. Tedis has been in the consumer credit space for a long time, and he’s the genius behind Dovly’s algorithm.

How has your experience as a veteran shaped you? 

Military life laid a strong foundation for my business career. Serving in the Israel Defense Forces was one of my very first experiences in the workforce. It helped me learn how to lead, and how to spur collaboration, camaraderie and teamwork. It was an all-consuming experience that continues to inform my approach to business management.

It should be no surprise, therefore, that we want to give back to the community of military veterans. Dovly is evaluating an initiative to direct a portion of our revenues to organizations that support veterans in need.

What is the next step for Dovly?

We’re hyper-focused on growth right now. We need to build the team, develop our direct-to-consumer strategy, improve the user experience, and continue to enhance the algorithm that is the centerpiece of our product.

What is the long-term goal for Dovly?

Our mission is to fundamentally reform the credit repair industry so that customers come first. By delivering an affordable and effective way to restore credit, we will make financial freedom available to millions of people who are locked out of the system today.

phoenix startup credit repair

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