On May 28, 2025, Placet Group celebrates its 18th anniversary.

This is a significant milestone: on this very day in 2007, the company issued its first loan. What began modestly has grown into an international financial services provider operating in Estonia and Lithuania, with over half a million customers.

Placet Group is an Estonian-capital-based company whose portfolio includes several well-known brands – laen.ee, smsraha.ee, and placet.ee in Estonia, as well as smspinigai.lt and paskolos.lt in Lithuania. The company's growth is measured not only in numbers but also in values: responsible lending, technological innovation, and strong human relationships have become the cornerstones of its journey.

"It has been a dynamic and rewarding journey," says Placet Group Chairman Alexander Kostin. "We started at a time when the slogan 'beep-beep – and the money's here' felt completely normal. Today, we operate under a license from the Financial Supervision Authority and follow strict principles of responsible lending. The name 'SMSRAHA' has over time become a household term – widely recognized and used as a synonym for quick loans. But behind that recognition have always stood responsible lending practices and transparent conditions."