Rely
Rely is a Singapore-based buy-now-pay-later platform under OutofHome Group that lets online shoppers split purchases into four interest-free bi-weekly installments via Mastercard and Visa debit and credit cards.
- Company typePrivate
- Founded2016
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Rely does
Rely is a Singapore-headquartered buy-now-pay-later (BNPL) provider that enables online shoppers to split purchases into four interest-free bi-weekly installments charged to Mastercard or Visa credit or debit cards, with transaction limits up to SGD 1,000 on debit cards and SGD 4,000 on credit cards. The service operates under OutofHome Group, a Singapore-based advertising and marketing parent, and is positioned around "responsible spending," with an algorithmic spending-capacity assessment that gates credit-limit growth behind demonstrated repayment history.
The core technology is a self-serve consumer-facing BNPL platform with three distinguishing components: a proprietary spending-capacity algorithm, an instant-approval decisioning flow at e-commerce checkout (no lengthy application forms), and automated bi-weekly card charging. Distribution is self-serve and checkout-integrated; customers select Rely as a payment method on partner e-commerce sites, register on first use, and log in subsequently. No public APIs, SDKs, mobile apps, or developer documentation are disclosed.
The revenue model rests on transaction-based fees, primarily late-payment fees on missed installments since Rely charges zero interest when customers pay on time. Customer concentration is structurally low — Rely serves a long-tail of individual Singapore cardholders rather than named enterprise merchants. The company operates only in Singapore, while competing regional BNPL providers (Atome, Grab PayLater, ShopBack PayLater, Pace) span multiple Southeast Asian markets where Singapore's BNPL market is projected to grow at 11.1% annually to SGD 1.94 billion by 2030. Capital backing is concentrated from GB Helios Pte Ltd, which provided an initial investment in February 2019 and a subsequent $74.75 million injection in December 2020.
Rely firmographics
Firmographics- Name
- Rely
- Legal name
- Rely Singapore (OutofHome Group)
- Website
- https://rely.sg
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rely is a Singapore-based buy-now-pay-later platform under OutofHome Group that lets online shoppers split purchases into four interest-free bi-weekly installments via Mastercard and Visa debit and credit cards.
- Ownership category
- akta.pro rank
Rely industry classification
Industry- Product category
- Buy Now Pay Later (BNPL) Consumer Credit
- NAICS
- Sales Financing (52222), Activities Related to Credit Intermediation (5223)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG)
- akta.pro secondary industries
- Merchant-Integrated BNPL (Online Checkout) (FSAKACAA), Merchant-Integrated BNPL (Checkout POS Financing) (FSAGAIAA)
Keywords
Where Rely is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Rely business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Installment Payment Fees: Rely generates revenue by charging late fees for missed payments. The platform offers 4 interest-free payments with zero hidden costs when customers pay on time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 4-Payment Installment Plan |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Rely product offering
Product offeringCore offering
Rely provides a Buy Now, Pay Later (BNPL) installment payment service that allows Singaporean online shoppers to split purchases into four interest-free payments over six weeks. The service uses a proprietary spending capacity algorithm for instant approval at checkout and supports both Mastercard and Visa credit and debit cards, enabling responsible short-term consumer credit without interest charges on timely payments.
Product overview
Rely operates as a single-product BNPL platform offering the Rely Installment service, which enables consumers to make purchases and pay in four equal interest-free installments charged to their card every two weeks, with no hidden fees when paying on time.
Differentiator
Problem solved
Functional benefit
Products and services
- Rely Installment Plan A Buy Now, Pay Later installment service for Singaporean online shoppers that splits purchases into four interest-free payments over six weeks, with instant approval via a proprietary spending capacity algorithm and support for Mastercard and Visa credit/debit cards.
Companies that use Rely
Customer profileSegments1 record
Ideal customer profiles1 record
Rely technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rely partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OutofHome Groupparent_companyRely operates under OutofHome Group, a Singapore-based advertising and marketing group. This is the parent company structure for the Rely BNPL brand in Singapore.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Rely competitors and assessment
Company assessmentDirect peers
- ShopBack PayLater: ShopBack PayLater is a BNPL product from ShopBack, Singapore's dominant cashback platform. It directly competes with Rely for online checkout share among Singapore consumers, leveraging ShopBack's existing merchant relationships and user base.
- Atome: Atome is a leading Singapore-headquartered BNPL provider offering 3-interest-free installment payments at e-commerce checkout. It is one of Rely's most direct competitors in the Singapore market, competing for the same online shoppers and merchant integrations.
- Hoolah: Hoolah was an early Singapore-based BNPL pioneer offering 3-interest-free installments. It is a historical direct competitor to Rely in the Singapore online checkout BNPL space, serving the same core customer segment.
- Grab PayLater: Grab PayLater is a BNPL service embedded within the Grab super-app in Singapore, offering pay-in-4 installment plans. It is a primary direct competitor to Rely, with the advantage of being bundled into Grab's ride-hailing, food delivery, and payments ecosystem.
- Pace (Pace Enterprise): Pace is a Singapore-based BNPL provider focused on omnichannel installments. It competes with Rely in the Singapore market with overlapping merchant integration and consumer positioning, particularly for larger basket sizes.
- SeaMoney (SPayLater): SeaMoney's SPayLater is the BNPL product of Sea Limited, integrated into Shopee. It is a direct competitor to Rely in Singapore, leveraging Shopee's dominant e-commerce marketplace to drive installment payment adoption.
- Octifi: Octifi is a Singapore-based BNPL provider that offers interest-free installments and is listed alongside Rely as a key player in the Singapore BNPL market. It is directly comparable in product offering and target market.
- Ablr: Ablr is a Singapore-based BNPL service for online shoppers, listed as a key player in the Singapore BNPL market. It directly competes with Rely for online checkout payment share in Singapore.
Broad incumbents
- Klarna: Klarna is a global BNPL incumbent offering pay-in-4 and longer-term installment plans across dozens of markets. It is a broad incumbent in the BNPL category and sets the global product and pricing benchmark that Rely competes against in Singapore.
Regional players
- LatitudePay: LatitudePay is an Australia/NZ-headquartered BNPL provider. It is listed as a key player in the Singapore BNPL market, competing with Rely in Singapore with a comparable pay-in-4 installment product.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Rely social profiles
Digital presenceRely financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rely leadership team
Management profileNumber of profiles
Profiles2 records
Rely funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rely M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rely
What does Rely do?
Rely provides a Buy Now, Pay Later (BNPL) installment payment service that allows Singaporean online shoppers to split purchases into four interest-free payments over six weeks. The service uses a proprietary spending capacity algorithm for instant approval at checkout and supports both Mastercard and Visa credit and debit cards, enabling responsible short-term consumer credit without interest charges on timely payments.
Is Rely a public or private company?
Rely is a private company. It is classified as corporate owned and is currently operating.
When was Rely founded?
Rely was founded in 2016. It employs 11 to 50 people.
Where is Rely based?
Rely is headquartered in Singapore, Singapore, in the Asia region.
How does Rely make money?
One revenue line is on record: installment Payment Fees.
Who are Rely's main competitors?
Direct peers on record are ShopBack PayLater, Atome, Hoolah, Grab PayLater, Pace (Pace Enterprise), SeaMoney (SPayLater), Octifi and Ablr. Klarna is listed as a broad incumbent. LatitudePay is listed as a regional player.
Does Rely have an API?
No public API is recorded for Rely.
What industry is Rely in?
Rely's product category is Buy Now Pay Later (BNPL) Consumer Credit. Its primary akta.pro industry code is BPAMAFAG, Buy Now, Pay Later (BNPL) Platforms, with a secondary code of FSAKACAA, Merchant-Integrated BNPL (Online Checkout). Its NAICS code is 52222 and its SIC code is 6141.