33 Financial Services
33 Financial Services Limited is a Hong Kong-based HKMA-licensed Stored Value Facility issuer (SVF0010) that issues prepaid cards on Mastercard, UnionPay, and American Express networks, serving as the exclusive shopping mall gift card issuer for Hong Kong's premier retail destinations and offering personal, gift, and corporate prepaid card solutions.
- Company typePrivate
- Founded2014
- HeadquartersYau Tsim Mong, Hong Kong SAR China
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What 33 Financial Services does
33 Financial Services Limited is a Hong Kong-based, privately held Stored Value Facility licensee (HKMA License No. SVF0010) founded in 2014 that issues prepaid cards on the Mastercard, UnionPay International, and American Express networks for both individual consumers and corporate clients. Its product portfolio spans reloadable Personal Cards, anonymous non-reloadable Gift Cards (face values HKD 200–8,000), closed-loop Shopping Mall Gift Cards, and corporate solutions including Co-brand Cards, Corporate Gift Cards, and Corporate Salary Cards. The company is the exclusive shopping mall gift card issuer in Hong Kong, with active programs at Harbour City, K11 MUSEA, Times Square, Pacific Place, ifc mall, LANDMARK, Lee Gardens, Hong Kong International Airport, and Sun Hung Kai Properties (24 malls under the SHKP Malls Gift Card), plus notable corporate gifting partnerships with Manulife and an accessible-design MyCard program with the Hong Kong Blind Union.
The underlying technology is centered on the proprietary 33 eWallet mobile application (iOS, Android, APK), which integrates Hong Kong's Faster Payment System (FPS) for instant fund transfers, UnionPay QR code ATM withdrawal and payment services, Apple Pay and Huawei Pay via UnionPay Mobile QuickPass, and 3D Secure verification for online transactions. Distribution is multi-channel: direct office sales at the Tsim Sha Tsui headquarters, gift card counters at mall partner locations, top-up services at Circle K and 7-Eleven convenience stores, and digital self-serve via the eWallet app.
The revenue model is fee-based and includes one-time card issuance and renewal fees (HKD 60–80), foreign currency transaction fees (1.8% Mastercard / 1% UnionPay), ATM withdrawal fees (1.5% or min HKD 20), small transaction fees (HKD 4), monthly card management fees (HKD 10 for personal cards; up to 10% of remaining balance for some gift cards), and licensing/royalty economics from corporate and shopping mall co-branded programs. Go-to-market combines sales-led enterprise business development for mall and corporate accounts with direct-to-consumer distribution for personal cards. The company announced suspension of new personal card applications effective April 2026 and suspension of cross-border transactions effective August 2026, signaling a contraction of the consumer prepaid card business.
33 Financial Services firmographics
Firmographics- Name
- 33 Financial Services
- Legal name
- 33 Financial Services Limited
- Website
- https://33finance.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 33 Financial Services Limited is a Hong Kong-based HKMA-licensed Stored Value Facility issuer (SVF0010) that issues prepaid cards on Mastercard, UnionPay, and American Express networks, serving as the exclusive shopping mall gift card issuer for Hong Kong's premier retail destinations and offering personal, gift, and corporate prepaid card solutions.
- Ownership category
- akta.pro rank
33 Financial Services industry classification
Industry- Product category
- Prepaid Card Services (Stored Value Facility)
- NAICS
- Credit Card Issuing (52221), Credit Card Issuing (522210)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Card Issuing Platforms (Issuer Processing) (FSAGABAD)
- akta.pro secondary industries
- Private-Label & Store Card Schemes (FSAMAAAE), Travel Money Cards & Multi-Currency Prepaid (FSAMANAI)
Keywords
Where 33 Financial Services is headquartered
LocationHeadquarters
- HQ city
- Yau Tsim Mong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
33 Financial Services business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Card Issuance Fees: One-time fees charged for new card issuance, card renewal, and card replacement. Fees vary by card type (Mastercard vs UnionPay) and card category (personal vs gift card).
- Reload/Top-up Fees: Fees charged for reloading funds onto personal prepaid cards, including small amount bank transfer fees and FPS transfer fees.
- Transaction Processing Fees: Fees earned on every transaction including foreign currency transaction handling fees (1.8% Mastercard, 1% UnionPay), ATM cash withdrawal fees (1.5% or min HKD 20), and small transaction handling fees (HKD 4 per transaction).
- Card Management Fees: Monthly card management fees (HKD 10 per month for personal cards), dormant account management fees, and expired card management fees.
- Service Fees: Various service fees including transaction verification fees, balance enquiry fees, refund handling fees, and card redemption fees.
- Corporate/Co-branded Card Programs: Revenue from enterprise partnerships including co-branded cards, shopping mall private label cards, and payroll/salary cards for corporate clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Monthly | Personal Prepaid Card - Mastercard |
| One time/ perpetual license | Monthly | Personal Prepaid Card - UnionPay |
| One time/ perpetual license | Monthly | Gift Card - Mastercard HKD |
| One time/ perpetual license | Monthly | Gift Card - Mastercard USD |
| One time/ perpetual license | Pay-as-you-go | Shopping Mall Gift Cards |
| One time/ perpetual license | Monthly | MyCard (Visually Impaired) - UnionPay |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
33 Financial Services product offering
Product offeringCore offering
33 Financial Services is a Hong Kong-licensed Stored Value Facility (SVF0010 from HKMA) issuer of multi-network prepaid cards on Mastercard, UnionPay International, and American Express. It sells reloadable Personal Prepaid Cards and non-reloadable Gift Cards to individual consumers, and issues closed-loop Shopping Mall Gift Cards (Harbour City, Times Square, K11 MUSEA, SHKP Malls, etc.), Co-brand Cards, Corporate Gift Cards, and Corporate Salary Cards to enterprise clients. The 33 eWallet mobile app and corporate sales channels handle card activation, FPS top-ups, QR payments, ATM access, and account management.
Product overview
33 Financial Services is a Hong Kong-based multi-scheme prepaid card issuer offering individual and corporate prepaid card solutions. The product portfolio comprises two primary card lines — Personal Cards (reloadable) and Gift Cards (non-reloadable) — issued on Mastercard, UnionPay International, and American Express networks. The company serves as Hong Kong's exclusive shopping mall gift card issuer, partnering with major retail destinations including Harbour City, Times Square, K11 MUSEA, LANDMARK, Pacific Place, SHKP Malls (24 malls), Lee Gardens, ifc mall, Hong Kong International Airport, Festival Walk, ELEMENTS, and Langham Place. The 33 eWallet mobile application serves as the central platform for card activation, management, FPS transfers, and UnionPay QR code services. Special offerings include MyCard (Hong Kong's first accessible prepaid card for the visually impaired) and DIY Photo Cards for personalization. Corporate solutions include Co-brand Cards, Corporate Gift Cards, and Corporate Salary Cards.
Differentiator
Problem solved
Functional benefit
Brands
- 33 eWallet: Mobile payments app allowing users to manage multiple prepaid cards, transfer funds via FPS, and use UnionPay QR code ATM withdrawal and payment services.
- MyCard
Products and services
- 33 eWallet Mobile Application
Quantifiable outcome
- Cards accepted at 150,000+ merchants across Hong Kong through UnionPay network
- +1 more outcomes
Companies that use 33 Financial Services
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
33 Financial Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
33 Financial Services partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major and core.
- Manulifemajor2023 partnership for Manulife Gift Card Program using Mastercard network. Awarded New Mastercard Product Launch recognition.
- Pacific PlacemajorShopping mall gift card partnership. Pacific Place Gift Card issued in 2022.
- ifc mallmajorShopping mall gift card partnership. ifc mall Gift Card issued in 2023.
- Hong Kong Blind Union (香港失明人協進會)coreCollaboration to create MyCard - Hong Kong's first UnionPay prepaid card for visually impaired individuals. Features Braille on card face and voice SMS transaction alerts. 2% of all spending on MyCard is donated to the Hong Kong Blind Union. First 1,000 applicants received HKD 100 reward, first 3,000 cards had waived card fee.
- UnionPay International Hong Kong BranchcoreCard association partner for UnionPay prepaid cards including MyCard. Provides merchant acceptance network of 150,000+ merchants in Hong Kong. MyCard can be used at merchants displaying UnionPay logo.
- K11 MUSEAcoreShopping mall gift card partnership. Issued K11 MUSEA Gift Card and K11 MUSEA Beauty Gift Card programs.
- Sun Hung Kai Properties (SHKP)coreMajor partnership covering SHKP Malls Gift Card (24 shopping malls) and Mall Gifting Card (7 shopping malls under Sun Hung Kai Properties).
- 7-ElevenmajorConvenience store partnership for personal prepaid card top-up services since 2021.
- Lee GardensmajorShopping mall gift card partnership. Lee Gardens Gift Card issued in 2022.
- LANDMARKmajorShopping mall gift card partnership. LANDMARK Gift Card issued in 2021.
- Harbour CitycoreLaunched Hong Kong's first shopping mall private label card - Harbour City Gift Card in 2018. 33 Finance is the exclusive shopping mall gift card issuer for Harbour City.
- Circle KmajorConvenience store distribution partner for gift card sales and personal prepaid card top-up services. Sales temporarily suspended in July 2023. Top-up services resumed March 2025.
- MastercardcoreCard network membership since 2014/2015. Card issuer for Mastercard prepaid cards including personal cards, gift cards, and co-branded programs.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
33 Financial Services competitors and assessment
Company assessmentBroad incumbents
- WeChat Pay HK: Tencent's Hong Kong digital wallet and SVF linked to WeChat ecosystem. Overlaps with 33 eWallet on QR consumer payments and merchant acceptance in Hong Kong retail destinations.
- InComm Payments: Global prepaid product and gift card technology provider working with retailers and card networks. Comparable as a technology-led prepaid/gift card issuer and processor serving enterprise and retail channels.
- AlipayHK: Ant Group-backed Hong Kong e-wallet and SVF, offering QR payments, FPS, prepaid card, and merchant acquiring at much larger scale. Competes across consumer payments and shopping mall checkout, overlapping with 33 Finance's wallet and prepaid business.
- Blackhawk Network: Global prepaid gift card and stored value platform (including Giftcard Place and IncentRev). Comparable business model in closed-loop and mall gift card issuance that 33 Finance operates for Hong Kong premium retail.
- BoC Pay: Bank of China (Hong Kong)'s mobile wallet with FPS and UnionPay QR support. Comparable as an HKMA-supervised wallet and prepaid payment product targeting Hong Kong consumers and merchants.
Emerging players
- Givex: Specialized gift card, stored value, and loyalty platform for retail and hospitality. Comparable to 33 Finance's shopping mall gift card and co-brand loyalty programs in approach and target verticals.
Direct peers
- HKT Tap & Go: HKT's HKMA-licensed prepaid Mastercard and UnionPay product with mobile wallet. Comparable as a multi-network Hong Kong prepaid card issuer and digital wallet targeting similar consumer and enterprise use cases.
- TNG (Asia) Limited: Hong Kong-based prepaid and remittance platform operating a Stored Value Facility license. Direct competitor in prepaid top-up, multi-currency card, and digital wallet distribution in Hong Kong.
- Octopus Cards Limited: Hong Kong's dominant stored value facility and contactless payment operator under HKMA SVF oversight. Directly comparable as a Hong Kong-licensed SVF issuer competing for the same prepaid, transit, retail, and corporate payout flows.
- PayMe by HSBC: HSBC's Hong Kong social payments and prepaid Mastercard e-wallet. Competes for the same stored-value, person-to-person, and small-merchant payment flows that 33 eWallet targets, with a comparable FPS and UnionPay integration profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
33 Financial Services social profiles
Digital presence33 Financial Services compliance and trust
Trust signalCompliance2 records
33 Financial Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
33 Financial Services leadership team
Management profileNumber of profiles
33 Financial Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
33 Financial Services 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 33 Financial Services
What does 33 Financial Services do?
33 Financial Services is a Hong Kong-licensed Stored Value Facility (SVF0010 from HKMA) issuer of multi-network prepaid cards on Mastercard, UnionPay International, and American Express. It sells reloadable Personal Prepaid Cards and non-reloadable Gift Cards to individual consumers, and issues closed-loop Shopping Mall Gift Cards (Harbour City, Times Square, K11 MUSEA, SHKP Malls, etc.), Co-brand Cards, Corporate Gift Cards, and Corporate Salary Cards to enterprise clients. The 33 eWallet mobile app and corporate sales channels handle card activation, FPS top-ups, QR payments, ATM access, and account management.
Is 33 Financial Services a public or private company?
33 Financial Services is a private company. It is classified as unknown and is currently operating.
When was 33 Financial Services founded?
33 Financial Services was founded in 2014. It employs 1 to 10 people.
Where is 33 Financial Services based?
33 Financial Services is headquartered in Yau Tsim Mong, Hong Kong SAR China, in the Asia region.
How does 33 Financial Services make money?
Six revenue lines are on record. Card Issuance Fees are the primary driver. The others are reload/Top-up Fees, transaction Processing Fees, card Management Fees, service Fees and corporate/Co-branded Card Programs.
Who are 33 Financial Services's main competitors?
Broad incumbents on record are WeChat Pay HK, InComm Payments, AlipayHK, Blackhawk Network and BoC Pay. Givex is listed as an emerging player. Direct peers are HKT Tap & Go, TNG (Asia) Limited, Octopus Cards Limited and PayMe by HSBC.
Does 33 Financial Services have an API?
No public API is recorded for 33 Financial Services.
What industry is 33 Financial Services in?
33 Financial Services's product category is Prepaid Card Services (Stored Value Facility). Its primary akta.pro industry code is FSAGABAD, Card Issuing Platforms (Issuer Processing), with a secondary code of FSAMAAAE, Private-Label & Store Card Schemes. Its NAICS code is 52221 and its SIC code is 6199.