What Mobilly does

Mobilly is a Latvian licensed electronic money institution (SIA Mobilly) headquartered in Riga that operates a mobile payment super-app consolidating urban services across the Baltic states. Founded in 2005 with a current headcount of 42 employees, the platform enables consumers to pay for parking (500+ lots in Latvia, 330+ in Estonia, plus the newly launched Vilnius service), Riga public transport tickets, intercity bus and train tickets (via the Latvian Unified Ticket System), Jūrmala city entry passes, EV charging across 2,324+ stations in six countries, museum tickets, car wash, school lunches, donations, and airport fast-track services. The core technology is a mobile-first payment platform integrating multiple parking management systems (FidPark, HiPark, Softra, Rewand) and EV charging networks (Eleport, Enefit, E-mobi, Ignitis ON, Virši, Elektrum Drive, Elelevi, Energolukss, Elektrum Drive), with a camera-based automatic license-plate recognition system enabling hands-free parking payment and support for registration via phone number with payments sourced from bank cards, Apple Pay, Google Pay, or mobile phone bills (LMT, Bite, Tele2 postpaid customers). The company is supervised by Latvijas Banka and complies with EU GDPR and anti-money laundering regulations.

Mobilly's revenue model is primarily transaction-based, with per-transaction fees on parking (€0.29–€0.49 depending on amount, plus €0.32 in Estonia and €0.20 in Lithuania), commissions on ticket sales, EV charging payment processing fees, and recurring revenue from the Company Account product offering 7,600+ businesses monthly consolidated invoicing, spending controls, and credit limits. The company serves two primary segments: individual consumers acquired through a product-led growth motion (self-serve app downloads on Google Play, Apple App Store, and Huawei AppGallery, plus SMS-based commands) and business customers acquired through direct sales for centralized expense management. Distribution is primarily self-serve for consumers and direct-sales for enterprise, with marketing via website, organic social media, and SEO. The company holds an Electronic Money Institution license and has processed payments for over 600,000 individual users and 7,600+ corporate accounts across Latvia, Estonia, and Lithuania. Strategic ownership shifted in August 2024 when Civinity acquired a 9.99% stake, with Civinity subsequently announcing full acquisition plans in December 2025 as part of its pivot to a "city lifestyle company."

Name

Mobilly

Legal name

SIA Mobilly

Website

https://mobilly.lv

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Mobilly is a Latvian licensed electronic money institution operating a mobile payment super-app that consolidates parking, public transport, EV charging, and ancillary urban services across the Baltic states for 600,000+ consumers and 7,600+ corporate accounts.

Ownership category

akta.pro rank

Product category

Mobile Payment Platform

akta.pro primary industry

Expense Management & Employee Reimbursements (FSAGAJAE)

Keywords

• Mobile payments
• Parking payment services
• Public transport ticketing
• EV charging payments
• Electronic money institution

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Transaction Fees: Mobilly charges transaction fees on parking payments, with fees varying by amount and parking operator. Additional transaction fees apply for payments in Estonia (€0.32) and Lithuania (€0.20)
2. Ticket Sales Commission: Commission from selling train and bus tickets through the app, with discounted prices compared to other channels
3. EV Charging Payments: Payment processing for electric vehicle charging at partnered stations across Baltics
4. Corporate Account Services: Monthly consolidated invoicing for businesses with credit limits and spending controls for employee expenses

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Mobilly operates a mobile payment platform, distributed via its iOS/Android/Huawei app and SMS, that lets consumers and businesses pay for parking (including automatic license-plate recognition), public transport tickets (bus, train, Riga city), EV charging across multiple networks, and additional urban services such as Jūrmala entry passes, museum tickets, car washes, school meal payments, and donations. It is a licensed electronic money institution regulated by Latvijas Banka, and offers a B2B company account with credit limits and consolidated monthly invoicing for employee expenses.

Product overview

Mobilly is a Latvian mobile payments company offering a unified mobile app ecosystem that enables users to make various payments via phone. The core platform consists of the Mobilly Mobile Payment App serving as the central interface, with integrated modules for parking payment (including Automatic payment with license plate recognition), public transport tickets (bus, train, and Riga city transport), EV charging across multiple networks, and additional services like museum tickets, car wash, and lunch payments. The product portfolio includes specialized offerings for businesses (Company Account with expense management and credit limits) and merchants (payment acceptance services). The platform operates as a licensed electronic money institution regulated by Latvijas Banka, serving over 600,000 users across Latvia, Estonia, and Lithuania.

Differentiator

Problem solved

Functional benefit

Products and services

• Parking Payment Pay for parking in cities across Latvia, Estonia, and Lithuania via mobile app or SMS, with transaction fees added on top of standard parking rates.
• Mobilly Automatic Automatic parking payment using license plate recognition: cameras read the vehicle's number plate and payment begins automatically without opening the app.
• Bus Tickets Purchase intercity bus tickets via the Mobilly app or website, with payment by bank card, phone bill, or Mobilly account balance.
• Train Tickets Purchase train tickets through the Unified Ticket System (VBN) via the Mobilly app, with discounted prices compared to other channels.
• Riga Public Transport Tickets Digital code tickets for Riga city public transport, including monthly tickets, day tickets (24h, 3-day, 5-day), and 90-minute tickets.
• Mobilly E-Charging Pay for electric vehicle charging across major networks in Latvia, Lithuania, Estonia, Poland, Croatia, and Slovenia, with 2,324+ connected charging stations.
• Jūrmala Entry Pass Digital daily vehicle entry pass for Jūrmala city, valid until 23:59 of the purchase day, purchasable via app or SMS.
• Museum Tickets Purchase tickets for participating museums in Latvia through the Mobilly app; tickets are valid for 3 months from purchase.
• PUTO Car Wash Payment Payment service for PUTO Express car wash locations, with promotional discounts available through the Mobilly app.
• Mobilly Lunch (Mobilly pusdienas) Digital catering payment solution for school meals and preschool food services, enabling payment, use, and registration for children's meals in educational institutions.
• Donations Charitable donation service allowing users to make donations to participating organizations through the Mobilly app.
• Mobilly Benefits Employee benefits platform providing access to various discounts and perks through the Mobilly ecosystem.
• Company Account (Mobilly for Business) Business account solution enabling companies to manage employee expenses, control spending, set limits on services and vehicles, with monthly consolidated invoicing and credit limits.
• Merchant Services (Tirgotājs) Payment acceptance solution for merchants and business partners, enabling them to receive payments through the Mobilly platform with an electronic money account and monthly reporting.
• Parking Lot Owner Services Solutions for parking lot owners and operators including integration with parking management systems (FidPark, HiPark, Softra, Rewand), automatic payment processing, and access to over 600,000 Mobilly users and 7,600+ businesses.
• Mobilly Mobile Payment App Central mobile application available on iOS, Android, and Huawei AppGallery that unifies all Mobilly payment services for consumers and businesses across the Baltics.
• Parking Permits Monthly and recurring parking permits available in designated parking lots, with automatic renewal and multiple vehicle support in number recognition systems.

Quantifiable outcome

• Users save approximately 2.6 days per year in time by not waiting in ticket purchase queues
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration34 records

Feature4 records

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Flowbird: European provider of parking terminals, ticket machines, and mobile payment apps covering both parking and public transit ticketing — closely mirrors Mobilly's combined parking + transit ticketing + EV charging payment proposition across European municipalities.
• ParkMobile: One of the largest mobile parking payment platforms in North America with expanding European presence, providing similar app-based parking payment, reservation, and permit management for consumers and municipalities — directly comparable in product scope.
• Aimo: Italian mobile parking payment app with expanding European presence (Spain, France, Germany, Austria), offering per-transaction parking and EV charging payments — comparable to Mobilly in product offering and operational approach but focused on Southern/Western Europe.
• PayByPhone: Mobile parking payment service owned by Volkswagen Financial Services, operating across North America and Europe; provides similar per-transaction parking payment model with operator integrations comparable to Mobilly's FidPark/HiPark/Softra/Rewand integrations.
• EasyPark Group: European parking payment app operating in 20+ countries, allowing users to pay for parking via mobile app across multiple operators — the most direct comparable to Mobilly's core parking payment business and a benchmark for cross-European expansion.

Broad incumbents

• Bolt: Estonian-founded mobility super-app operating ride-hailing, food delivery, car rentals, and increasingly mobility/payment services across Europe and Africa — not a direct parking payment competitor but the most prominent Baltic-rooted mobility app and the natural strategic endpoint or competitor for Mobilly's consumer mobility payments vision.
• SpotHero: North American parking marketplace and reservation platform with broader feature set including pre-booking and reservations — operates as a larger incumbent in the same category with a different monetization model (marketplace vs. Mobilly's transaction fee).

Emerging players

• Pleo: European fintech providing corporate cards and expense management for SMBs across Europe — relevant comparable for Mobilly's B2B Company Account business with credit limits and consolidated invoicing, although Pleo is purpose-built for expense management while Mobilly's offering is adjacent to its consumer payment app.
• Park+: Indian mobile parking and vehicle services payment app offering parking payments, FASTag, and EV charging aggregation — an emerging-market peer with similar aggregator approach but serving a much larger but different geographic market.

Regional players

• mPay: Polish mobile payment platform enabling parking, public transport, toll, and municipal service payments via app — directly comparable business model to Mobilly but operating in the Polish market rather than the Baltics.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Customer concentration

• Xx.com/mobilly
• Facebookfacebook.com/mobilly.lv
• LinkedInlinkedin.com/company/mobillysia
• Instagraminstagram.com/mobilly.lv
• TikToktiktok.com/@mobilly.lv

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mobilly