Rely

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.

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

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

• Buy Now Pay Later
• Installment payments
• Interest-free financing
• Consumer credit
• E-commerce checkout

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• OutofHome Groupparent_companyOthersRely 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

Direct 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

• Facebookfacebook.com/rely.sg
• LinkedInlinkedin.com/company/rely-sg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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 Rely