Name

Pace

Legal name

Pace Now

Website

https://pacenow.co

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Content Monetization: Pace generates revenue through content marketing and educational material related to online payments and spending. The platform provides guidance on various financial tools, payment methods, and spending strategies, potentially monetizing through affiliate relationships with financial service providers and advertising.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Pace operates the Pace Card, a flexible digital payment card that lets consumers make safe online purchases using virtual card numbers, real-time transaction alerts, and adjustable spending limits. The company complements the card with the Pace Now website (pacenow.co), a content platform publishing educational articles and guidance on online payments, budgeting, digital wallets, and financial management across Singapore, Hong Kong, Malaysia, Japan, Taiwan, and Thailand.

Product overview

Pace Now is a content and guidance platform focused on online payment and spending education. The core offering is the Pace Now blogging website, which publishes articles and tips about digital payments, budgeting strategies, and financial wellness. The company also offers the Pace Card, a payment card product with digital security features including virtual card numbers and real-time alerts. The platform covers topics across multiple regions including Singapore, Hong Kong, Japan, Malaysia, and Taiwan.

Differentiator

Problem solved

Functional benefit

Brands

• Pace Card: A flexible payment option that lets users make safe online purchases. Features include digital card numbers, real-time transaction alerts, flexible spending limits, and a user-friendly interface.

Products and services

• Pace Card

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Atome: Atome is a leading BNPL provider across Southeast Asia (Singapore, Indonesia, Malaysia, Vietnam, Thailand, Philippines) offering 3-installment interest-free payments at checkout. Directly comparable to Pace on product, customer, and geography, and Atome is widely viewed as the lead competitor for B2C BNPL volume in the region.
• Akulaku: Akulaku is a Southeast Asia BNPL and digital lending platform operating in Indonesia, the Philippines, and Vietnam. Comparable to Pace in product (installment payments), customer base (underbanked SEA consumers), and technology (mobile-first credit underwriting), making it a top benchmark for portfolio economics.
• Kredivo: Kredivo is an Indonesia-based BNPL and digital credit provider, owned by FinAccel. It offers pay-in-installments checkout financing and a virtual credit product, mirroring Pace's BNPL-plus-card model. Comparable on product, customer, and SEA positioning.
• BillEase: BillEase is a Philippines-focused BNPL provider offering installment checkout financing to consumers and SMBs. Directly comparable to Pace's product, customer type, and credit-underwriting-led technology. A strong regional benchmark for SEA BNPL unit economics.

Broad incumbents

• Grab PayLater: Grab PayLater is a deferred-payment offering embedded inside the Grab super-app across Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. It is a broader incumbent that competes directly with Pace for SEA BNPL volume but offers it as a feature of a much larger ride-hailing/delivery/financial ecosystem.
• Shopee PayLater: Shopee PayLater is Sea Limited's BNPL product offered to shoppers of the Shopee marketplace across SEA. Comparable to Pace as BNPL but bundled into a much larger e-commerce platform — a representative broad incumbent and key competitive constraint on standalone BNPLs.
• Affirm: Affirm is a major US-listed BNPL provider offering pay-in-installments at checkout (and a debit-style card). Comparable to Pace on product (interest-free plus longer-term installment plans) and the card extension, though serving different geographies; useful as a category benchmark.
• Klarna: Klarna is a leading global BNPL provider operating across Europe, the US, and Australia with pay-in-3 / pay-in-4 and longer-tenor products. Comparable to Pace on core product mechanics; a category incumbent whose valuation and unit economics serve as global comp.

Emerging players

• Hoolah: Hoolah is a Singapore-headquartered BNPL platform for omnichannel merchants in SEA. Comparable to Pace on geography and product; an emerging player with partial market overlap that Pace would have competed with prior to its acquisition by Grab.
• Splitit: Splitit is an installment payments platform that sits on top of existing card networks. Comparable to Pace as a BNPL alternative and a relevant competitive benchmark for installment economics and merchant integration models, though smaller and more focused on existing-card rails.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/pacepaynow
• Facebookfacebook.com/paywithpace
• LinkedInlinkedin.com/company/pace-enterprise

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds10 records

Investors10 records

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

M&A1 record

Investments

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

Frequently asked questions about Pace