Ayannah

What Ayannah does

Ayannah is a Philippines-founded fintech that builds an award-winning digital omni-channel transaction and open banking platform to deliver payments, remittance, lending, insurance, and credit-scoring services to the unbanked emerging middle class and overseas migrants. Its core stack is the Sendah family of products: Sendah Direct (a B2B SaaS platform adopted by over 7,000 brick-and-mortar retailers since October 2010 for mobile top-ups, game credits, and domestic remittance), Sendah Remit (a bank-grade interoperable remittance network connecting Western Union, MoneyGram, Transfast, WorldRemit, Xoom, Coins.ph, Rebit.ph, Cebuana Lhuillier, LBC, Tambunting, and now GCash Padala senders across close to 10,000 outlets), and the Sendah B2C gift remittance app serving 70,000+ Overseas Filipino Worker customers. Layered on top are the Indonesia-focused Asira B2B2C and B2C apps for loans, insurance, and planned investments (operated through PT Ayannah Solusi Nusantara), the KayaCredit AI credit-scoring and loan marketplace that uses machine learning on alternative transaction data, and the proprietary SuperPOS omni point-of-sale device deployed at agents and merchants. Ayannah monetizes through transaction-based take rates shared with agents, recurring B2B SaaS platform fees from retailers and remittance partners, lead-generation and credit-scoring commissions with financial institutions (CIMB, Axa), and professional-services revenue from digitizing microfinance institutions such as CARD-MRI Group. The company operates from Carlsbad (US legal HQ), Pasig City (Philippines operations hub), and Jakarta, and in June 2020 merged with India's ECAPS to form Singapore-based Ayannah Global ahead of a planned US$30-50M Series B. Disclosed investors include 500 Startups, Wavemaker Partners, Beenos, Privé Technologies, Spiral Ventures, Strive, and Golden Gate Ventures, with approximately US$8 million in cumulative funding raised through 2019.

Name

Ayannah

Legal name

Ayannah Business Solutions, Inc.

Website

https://ayannah.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Ayannah is a Philippines-founded fintech that provides digital payments, interoperable remittance, microfinance, and AI credit scoring through an omni-channel platform serving unbanked consumers, overseas migrants, and financial institutions across the Philippines, Indonesia, and Vietnam.

Ownership category

akta.pro rank

Product category

Digital Payments & Remittance

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Finance Services (6199)

akta.pro primary industry

Remittance & Cross-Border Payment Rails (SWIFT, Local Clearing, RTP Connectivity) (FSAGAKAH)

akta.pro secondary industry

Cross-Border B2B2C Payouts (Mass Payouts, Gig/Creator, Marketplace) (FSAGAKAC)

Keywords

• Digital remittance services
• B2B payment platform
• Alternative credit scoring
• Financial inclusion
• Mobile payment SaaS

Headquarters

HQ city

Pasig

HQ country

Philippines

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Transaction fees: Percentage fee on each transaction processed through the Sendah platform, shared with agents. Company grew revenue 12-fold between 2016 and 2019 on more than 50,000 transactions per day.
2. B2B SaaS platform fees: Sendah Direct and Sendah Remit charge retailers, pawnshops, and remittance partners for use of the SaaS platform to offer mobile top-ups, online game credits, and domestic remittance services; recurring revenue from 7,000+ outlets and ~10,000 Sendah Remit agents.
3. Credit scoring and lead generation commissions: KayaCredit online marketplace and AI scoring system identifies and qualifies unbanked customers for financial institutions offering microinsurance, loans, and other products; partners include global insurers like Axa and several traditional and online lenders.
4. Digital transformation services for MFIs: Revenue from digitizing partner MFIs' lending and insurance operations and integrating them into Ayannah's digital omni-channel transaction network (e.g., CARD-MRI digital transformation engagement).

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels7 records

Core offering

Ayannah operates an award-winning, omni-channel digital financial services platform built around the Sendah SaaS family: Sendah Direct (B2B SaaS for brick-and-mortar retailers offering mobile top-ups, online game credits, and domestic remittance), Sendah Remit (bank-grade interoperable international and domestic remittance across close to 10,000 outlets), and Sendah (B2C gift remittance for migrants). On top of Sendah, Ayannah layers the Asira Indonesia lending/insurance app, the KayaCredit AI-driven alternative credit scoring and loan marketplace, and the proprietary SuperPOS omni point-of-sale device.

Product overview

Ayannah is a single platform-plus-modules company that operates an award-winning, market-proven omni-channel digital financial services stack targeting the world's emerging middle class (migrants and unbanked customers) primarily in the Philippines and Indonesia, with expansion into Vietnam. Its Sendah platform is the overarching brand comprising four interoperable modules: Sendah Direct (the B2B SaaS launched October 2010 for brick-and-mortar retailers to offer mobile top-ups, online game credits, and domestic remittance across 7,000+ outlets), Sendah Remit (the bank-grade SaaS enabling interoperable international/domestic remittance across multiple networks, integrated with partners like Western Union, MoneyGram, GCash Padala, and DA5), and Sendah (the B2C gift remittance service for Overseas Filipinos with 70,000+ customers). On top of Sendah, Ayannah layers its Indonesia-focused Asira apps (B2B2C/B2C lending, insurance, planned investments) and the AI-driven KayaCredit credit scoring and loan marketplace, while rolling out a SuperPOS device that consolidates mobile top-ups, e-wallet cash-in/out, remittances, bills payment, insurance, loans, and cash/card/QR payments into a single terminal for its 10,000-agent network.

Differentiator

Problem solved

Functional benefit

Brands

• Sendah: B2C gift remittance service for Overseas Filipino Workers (OFWs) and migrants, with a growing base of over 70,000 customers.
• Sendah Direct
• Sendah Remit
• Asira
• KayaCredit

Products and services

• Sendah Direct A secure, reliable, scalable Software-as-a-Service (SaaS) platform that partners with brick-and-mortar retailers (pawnshops, courier branches, pharmacies, gas stations) to offer mobile top-ups, online game credits, and domestic remittance; adopted in over 7,000 retail outlets since launch.
• Sendah Remit A bank-grade SaaS platform that enables interoperable international and domestic remittance transactions across different networks; together with Sendah Direct it targets becoming the largest digital payment network in the Philippines, interoperable with Western Union, MoneyGram, Transfast, WorldRemit, Xoom, Coins.ph, Rebit.PH, Cebuana Lhuillier, LBC, Tambunting, DA5, and GCash Padala.
• Sendah (B2C Gift Remittance) B2C gift remittance service for migrants that lets Overseas Filipinos (OFs) send electronic vouchers, mobile top-ups, and goods/services to beneficiaries in the Philippines; serves a growing base of over 70,000 customers with high lifetime value, with planned expansion to South Asian, Latin American, and other immigrant communities.
• Asira (Indonesia) Indonesia-market B2B2C and B2C apps that allow customers to apply for, receive, and repay loans, get insurance, and (planned) invest in stocks, bonds, and mutual funds; operated by PT Ayannah Solusi Nusantara in Jakarta.
• KayaCredit Online loan marketplace combined with an AI-driven risk-based credit scoring service that uses machine learning on Ayannah's alternative payment/transaction data and exclusive access to the Philippines' largest bill payments chain data to assess unbanked but economically active Filipinos; partners include CIMB, Axa, and other lenders, insurers, and asset managers.
• SuperPOS Proprietary omni point-of-sale device that allows agents and merchants to process mobile top-ups, e-wallet cash-in/out, domestic remittances, bills payments, insurance premium payments, loan disbursement and repayments, cash/card/QR code payments, and cash deposit/withdrawal; positioned as a fraction of the cost of an ATM.

Quantifiable outcome

• 12-fold revenue growth between 2016 and 2019.
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability3 records

Feature5 records

Partnerships

13 partnerships are on record, tiered flagship and core.

• DA5flagshipChannel Partner/ Reseller/ Distributor · 14 August 2021Leading Western Union authorized agent DA5 with 2,200+ outlets joined Sendah Remit network to enable interoperable international and domestic remittance transactions. DA5 processed over USD500M in Western Union transactions in 2020. Partnership allows DA5 customers to transact with close to 10,000 outlets in Ayannah's Sendah Remit network.
• GCash (Mynt / Globe Telecom)flagshipStrategic or Co-development Partner · 6 August 2021Partnership to launch GCash Padala, a new remittance service enabling over 40 million GCash users to send money to non-app users. Recipients can claim cash at over 2,000 participating Tambunting, Panalo Express, and VIP Center branches, with Ayannah adding thousands more outlets. Transaction fees waived August 6-20, 2021.
• CARD-MRI GroupflagshipStrategic or Co-development Partner · 28 September 2020Partnership with the Philippines' largest microfinance institution (~7 million members, 16,000+ associates, 200+ branches, P30 billion loan portfolio, P50 billion total assets). Ayannah digitizes CARD-MRI's lending and insurance operations and integrates CARD-MRI into Ayannah's digital omni-channel transaction network.
• ECAPS (Electronic Cash and Payment Solutions)flagshipStrategic or Co-development Partner · 1 June 2020Merger of Ayannah with India-based payments company ECAPS in June 2020 to form Ayannah Global, based in Singapore, with plans to raise US$30-50 million in a Series B round.
• Google (Launchpad Accelerator)coreStrategic or Co-development Partner · 4 December 2017Selected for Google Launchpad Accelerator's 5th cohort (2017) from thousands of applicants across 50+ countries. Six-month equity-free mentorship program with two-week all-expense-paid training at Google HQ in Silicon Valley and ongoing mentorship for machine learning and AI scaling.
• Western UnioncoreTechnology or IntegrationAyannah is partnered with Western Union among traditional remittance companies. DA5, a Western Union authorized agent with 2,200+ outlets, joined Sendah Remit network in 2021.
• MoneyGramcoreTechnology or IntegrationAyannah is partnered with MoneyGram as part of its roster of traditional remittance companies for cross-border remittances.
• Cebuana LhuilliercoreChannel Partner/ Reseller/ DistributorLeading Philippine remittance center partner integrated with Ayannah's Sendah Remit network for cash-in/cash-out services.
• LBCcoreChannel Partner/ Reseller/ DistributorLeading Philippine courier and remittance center partner integrated with Ayannah's Sendah Remit network.
• TambuntingcoreChannel Partner/ Reseller/ DistributorLocal pawnshop partner using Sendah Direct; over 2,000 Tambunting branches serve as GCash Padala cash-out locations through partnership with Ayannah.
• M LhuilliercoreChannel Partner/ Reseller/ DistributorLocal pawnshop partner using Sendah Direct platform for digital payment services.
• CIMBcoreStrategic or Co-development PartnerMalaysian banking giant CIMB, operating the Philippines' first all-digital bank with no branches and ATMs, uses Ayannah's network of agents to disburse loans and collect repayments.
• AxacoreStrategic or Co-development PartnerGlobal insurer Axa partnered with Ayannah to use its AI scoring system for identifying unbanked customers for microinsurance products.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• GCash (Mynt / Globe Telecom): Philippines' dominant mobile wallet with 40M+ users; competes directly with Ayannah's Sendah Direct and Sendah Remit on cash-in/out, remittance and bill payments. GCash is also a partner via GCash Padala, illustrating both overlap and ecosystem dependency.
• Maya (PayMaya): Philippines-based digital payments/wallet and now all-digital bank; competes head-on with Ayannah's payments, remittance, and bill-payment services via its own agent network and merchant ecosystem.
• Coins.ph: Philippine crypto/web3 wallet and remittance platform integrated with Ayannah's Sendah network; competes on cross-border remittance to the unbanked and migrant segments using Bitcoin rails.
• Remitly: US-based online remittance platform focused on migrant corridors (including Philippines); competes directly on digital send-to-cash and send-to-account flows that Ayannah targets with Sendah B2C.
• WorldRemit: Online cross-border remittance player integrated into Sendah Remit; competes on migrant-to-Philippines digital remittance where Ayannah is also active.
• LenddoEFL: Alternative credit-scoring platform named by Ayannah as a competitor; uses social/telecom data to score underbanked borrowers in emerging markets, directly competing with KayaCredit.

Broad incumbents

• Western Union: Global remittance incumbent integrated into Sendah Remit via DA5 (largest PH agent). Competes with Ayannah on cross-border corridors while also being a channel partner — representative of Ayannah's coopetition model.
• MoneyGram: Global remittance network interoperable with Sendah Remit. Comparable to Western Union in scale and product overlap; both compete with and feed Ayannah's interoperable network.

Regional players

• Cebuana Lhuillier: Largest Philippine pawnshop and remittance chain; Sendah Remit channel partner that also competes on its own brick-and-mortar remittance and microfinancial services network.

Emerging players

• Akulaku: Indonesia-focused B2C fintech offering digital lending, payments, and financial services; comparable to Asira's B2B2C/B2C lending and insurance model in Ayannah's Indonesia market.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AyannahPhilippines
• LinkedInlinkedin.com/company/ayannah-information-systems-inc.

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 records

Funding overview

Funding rounds10 records

Investors11 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 Ayannah