FinTech Association for Consumer Empowerment (FACE) is a not-for-profit organisation to voice the common concerns of Consumer Lending FinTech companies with regulators, media, listing or distribution platforms (like Google Play Store) and other external stakeholders. The association, which got registered in September 2020, comprises of industry leaders in the FinTech Lending space, and looks to be the bridge between the lending entities & consumers on one hand, and banks/NBFCs, regulatory bodies, government, media houses & listing platforms on the other. The members of FACE comprise of the founders of the leading Indian digital lending platforms KreditBee, EarlySalary, Kissht, CashE, and LoanTap. The association also has an expert governance council on board which includes Mr Srinath Sridharan (Strategic Counsel & Independent Markets Commentator), Mr Ram Rastogi (Independent Digital Payment Strategist), and Mr Avtar Monga (Managing Partner at Stride Ventures).