ElitePay
ElitePay is a Malaysia-based mobile super-app operated by Elite Links (M) Sdn Bhd that aggregates prepaid mobile reload, utility bill payment, games credit, and e-wallet top-up services, distributed via a free-to-join agent network earning transaction margins.
- Company typePrivate
- Founded2020
- HeadquartersKuala Lumpur, Malaysia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What ElitePay does
ElitePay is a Malaysia-based mobile digital payments platform operated by Elite Links (M) Sdn Bhd, a private company within the Eastern-Alliance Group of Companies headquartered in Kuala Lumpur. Founded in 2020, the company distributes the ElitePay Super Payment App on iOS and Android as an all-in-one aggregator for prepaid mobile reload (covering major Malaysian telcos including Maxis, Digi, Celcom, U Mobile, and others), bill payment (electricity, 11+ state water utilities, broadband from TM Unifi, TIME, and Maxis Fibre), digital games credit (Steam, PlayStation, Nintendo, Garena, Razer Gold), and e-wallet reload PINs (Touch 'n Go, Grab, Razer Pay). The app uses device IMEI binding for account security, with each agent account locked to a registered device.
The business model is a free-to-join agent network with no subscription or license fees; agents purchase credit through bank transfer (minimum RM100) or JomPay (minimum RM300) and earn transaction margins on reselling prepaid reload, processing bill payments, and selling games credits. Agents can additionally earn up to 10% commission on Etiqa motor insurance renewals distributed through the related PayNow subsidiary. The platform operates exclusively in Malaysia, serves a long-tail of individual agents and end consumers with no named enterprise customers, and reports 'thousands of partners' as its primary scale signal. No external funding rounds, revenue figures, or AI/ML capabilities are disclosed; the parent group has issued public scam warnings regarding fraudulent apps impersonating the company's brands.
ElitePay firmographics
Firmographics- Name
- ElitePay
- Legal name
- Elite Links (M) Sdn Bhd
- Website
- https://elitepay.biz
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ElitePay is a Malaysia-based mobile super-app operated by Elite Links (M) Sdn Bhd that aggregates prepaid mobile reload, utility bill payment, games credit, and e-wallet top-up services, distributed via a free-to-join agent network earning transaction margins.
- Ownership category
- akta.pro rank
ElitePay industry classification
Industry- Product category
- Digital Payment Services
- akta.pro primary industry
- Super-App Wallets & Mini-Program Payments (FSAMAEAE)
- akta.pro secondary industries
- Embedded Wallets (Platforms & Marketplaces) (FSAMAEAM), Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)
Keywords
Where ElitePay is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Offices1 record
Markets served
ElitePay business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Transaction Margins on Mobile Reload: ElitePay agents purchase credit at discounted rates and earn margins by selling mobile prepaid reloading services to end customers. The spread between purchase price and selling price constitutes the primary revenue for agents.
- Bill Payment Services: Agents process bill payments for customers, earning transaction fees on each bill settled through the platform.
- Insurance Commission: ElitePay agents can earn up to 10% commission on insurance premiums when renewing vehicle insurance (Etiqa car insurance) for customers.
- Games Credit Sales: Agents earn margins selling games credit for online games, offline games, and e-sports platforms including Steam, PlayStation, Nintendo, Garena, and Razer Gold.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free agent registration with no joining fee |
| Unit Pricing | Pay-as-you-go | Credit purchase minimums |
| Transaction based/ take rate | Pay-as-you-go | Insurance commission earn rate |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
ElitePay product offering
Product offeringCore offering
ElitePay operates a mobile-based digital payment super app that enables a network of Malaysian agents to sell mobile prepaid reload, process utility and telecom bill payments, sell digital games credit, and provide e-wallet PIN top-ups. Agents register free of charge, purchase credit at discounted rates from ElitePay, and earn transaction margins by reselling these services to retail customers across Malaysia. The platform also supports vehicle insurance renewal commissions through an Etiqa partnership.
Product overview
ElitePay is a mobile-based all-in-one digital payment Super App built and operated by Elite Links (M) Sdn Bhd in Malaysia. The core product is the ElitePay Super Payment App (available on iOS and Android), which serves both agents and end customers. The platform's product portfolio is organized around four main service categories: (1) Prepaid Reload covering major Malaysian mobile telcos such as Maxis, Digi, Celcom, XOX, Tune Talk, Altel, redONE, U Mobile, XPax, Hotlink, Yes 4G, and Merchatrade; (2) Bill Payment covering utilities (Tenaga Nasional, Indah Water, and state water boards including Labuan, Kelantan, Selangor, Kuching, Darul Aman, Negeri Sembilan, Melaka, Pulau Pinang, Perak, Terengganu, and Perlis), broadband services (Telekom Malaysia Unifi Home/Streamyx, TIME Broadband, Maxis Home Fibre), and Astro; (3) Games Reload covering Garena, Steam Wallet, Razer Gold/MOL Points, PlayStation, PlayStation Plus, and Nintendo; and (4) e-Wallet Reload PINs for Razer Pay, Grab, and Touch 'n Go. A recent add-on is the Etiqa Car Insurance Renewal service, enabling agents to earn commission on vehicle insurance renewals. The app also supports agent-specific functions including a master wallet for credit management, device-bound credit transfers, sales reporting, and transaction enquiry. The platform is available in English and Chinese, and targets Malaysian citizens as agents and dealers to serve a broad retail customer base.
Differentiator
Problem solved
Functional benefit
Products and services
- ElitePay Super Payment App A mobile-based all-in-one digital payment super app enabling agents and end customers to perform bill payments, mobile prepaid reloads, games reload, and e-wallet transactions. Features device IMEI binding for security, credit wallet management, transaction history, and agent-side tools including credit transfer and sales reporting.
- ElitePay iOS App iOS-native version of the ElitePay Super Payment App, available on the Apple App Store for agents and customers to perform bill payments, mobile reloads, and games reload.
- ElitePay Android App Android-native version of the ElitePay Super Payment App, available on Google Play Store for agents and customers. Note: Android 10 is currently not supported.
- Prepaid Mobile Reload Mobile prepaid credit reload service covering major Malaysian telcos (Maxis, Digi, Celcom, XOX, Tune Talk, Altel, redONE, U Mobile, XPax, Hotlink, Yes 4G, and Merchatrade), allowing agents to sell prepaid credit to customers at discounted rates.
- Bill Payment Bill payment service covering utilities (Tenaga Nasional, Indah Water, state water boards), telecommunications (Telekom Malaysia Unifi/Streamyx, Maxis Home Fibre), and other recurring bills. Processed within 24 hours on working days.
- Games Reload Digital games credit reload covering online games, offline games, and PC games with AAA titles. Includes Garena, Steam Wallet, Razer Gold/MOL Points, PlayStation, PlayStation Plus, and Nintendo platforms.
- e-Wallet Reload PIN Digital e-wallet PIN reload service including Razer Pay e-wallet PIN, Grab e-wallet PIN, and Touch 'n Go e-wallet PIN, allowing agents to sell e-wallet top-ups to customers.
- Etiqa Car Insurance Renewal Vehicle insurance renewal service through Etiqa, enabling agents to renew car insurance for customers and earn up to 10% commission on the insurance premium. Offered in partnership with PayNow and STS.
Companies that use ElitePay
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
ElitePay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
ElitePay partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EtiqacoreElitePay partnership with Etiqa for motor insurance renewal services. ElitePay agents can now renew vehicle insurance for customers and earn up to 10% commission on insurance premiums. This extends the service offering beyond bill payment and reload to financial services.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
ElitePay competitors and assessment
Company assessmentEmerging players
- Gpay Networks: Malaysian mobile payment platform offering bill payment, prepaid reload, and merchant payment services via app and agent network. Comparable super-app style payment offering aimed at Malaysian consumers and agents.
- Kiple Pay (Green Packet): Malaysian e-wallet and digital payment platform providing cashless payments, prepaid reload, and bill payment services through mobile app. Comparable product set but smaller scale than the dominant e-wallets.
Direct peers
- BigPay (AirAsia): Digital wallet linked to the AirAsia ecosystem offering bill payments, prepaid reload, and remittance in Malaysia. Direct competitor with overlapping consumer use cases and agent-style distribution.
- Setel (PETRONAS): Malaysian e-wallet and loyalty platform built by PETRONAS, focused on fuel payments but expanding into broader bill payment and reload. Comparable mobile-first super-app distribution model in Malaysia.
- Razer Fintech (Razer Pay): Southeast Asian fintech with e-wallet and payment processing, including the Razer Gold gaming credits. Overlaps with ElitePay specifically in gaming credits and e-wallet reload PIN distribution in Malaysia.
- Boost (Boost Holdings): Malaysian e-wallet originally spun out of Axiata/RHB with prepaid, bill payment, and merchant payments. Direct competitor in the same bill-payment and prepaid reload verticals with a sizable agent/merchant distribution base.
- Touch 'n Go eWallet: Malaysia's largest e-wallet, offering bill payment, prepaid reload, payments, and merchant services. Direct competitor to ElitePay with overlapping product categories, agent-like merchant network, and dominant consumer mindshare.
- GrabPay (Grab Financial Group): Embedded wallet inside the Grab super-app with bill payment, prepaid top-up, and merchant payments across Southeast Asia. Competes with ElitePay's bill payment and prepaid reload categories in the Malaysian market.
- MOL Global (MOLPay / Razer Gold): Online payment and digital content distribution player in Southeast Asia covering games and e-commerce, now tied to Razer Gold. Directly comparable in gaming credit distribution and online payment rails.
Broad incumbents
- ShopeePay (Sea Group): E-commerce-tied digital payment product from Sea Group with bill payment, reload, and merchant acceptance across Malaysia. Comparable bill-payment and reload functionality inside a broader super-app commerce context.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ElitePay social profiles
Digital presenceElitePay financial estimates
Financial estimateRevenue estimate
Valuation estimate
ElitePay leadership team
Management profileNumber of profiles
ElitePay subsidiaries and ownership
Company hierarchySubsidiaries1 record
ElitePay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ElitePay 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 ElitePay
What does ElitePay do?
ElitePay operates a mobile-based digital payment super app that enables a network of Malaysian agents to sell mobile prepaid reload, process utility and telecom bill payments, sell digital games credit, and provide e-wallet PIN top-ups. Agents register free of charge, purchase credit at discounted rates from ElitePay, and earn transaction margins by reselling these services to retail customers across Malaysia. The platform also supports vehicle insurance renewal commissions through an Etiqa partnership.
Is ElitePay a public or private company?
ElitePay is a private company. It is classified as corporate owned and is currently operating.
When was ElitePay founded?
ElitePay was founded in 2020. It employs 51 to 100 people.
Where is ElitePay based?
ElitePay is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does ElitePay make money?
Four revenue lines are on record. Transaction Margins on Mobile Reload is the primary driver. The others are bill Payment Services, insurance Commission and games Credit Sales.
Who are ElitePay's main competitors?
Emerging players on record are Gpay Networks and Kiple Pay (Green Packet). Direct peers are BigPay (AirAsia), Setel (PETRONAS), Razer Fintech (Razer Pay), Boost (Boost Holdings), Touch 'n Go eWallet, GrabPay (Grab Financial Group) and MOL Global (MOLPay / Razer Gold). ShopeePay (Sea Group) is listed as a broad incumbent.
Does ElitePay have an API?
No public API is recorded for ElitePay.
What industry is ElitePay in?
ElitePay's product category is Digital Payment Services. Its primary akta.pro industry code is FSAMAEAE, Super-App Wallets & Mini-Program Payments, with a secondary code of FSAMAEAM, Embedded Wallets (Platforms & Marketplaces).