Maxi-Cash

What Maxi-Cash does

Maxi-Cash is a Singapore-based multi-channel retailer and pawnbroker, founded in 2008 and listed on the SGX (sgx:5UF) as part of the Aspial Corporation group. The company sells 916 (22K) and 999 (24K) gold jewellery across rings, pendants, necklaces, bracelets, bangles, chains, earrings, and gift sets, alongside certified investment-grade gold bars sourced from refiners including PAMP Suisse, Metalor, and Argor-Heraeus, a Golden Treasure line of 999 gold collectibles (fortune cats, Buddha stickers, gold beans), and authenticated pre-loved luxury watches and bags from brands such as Rolex, Omega, Cartier, Louis Vuitton, Hermes, and Chanel. Pawnbroking, gold buying, and consignment services round out the assortment, with revenue generated through unit-based retail sales, per-gram gold trading, short-term collateralized lending, and consignment transaction fees.

The company's underlying technology stack is modest and operational rather than transformational: an E-Valuation online pricing tool (evalue.maxi-cash.com) provides indicative gold quotes, MaxiPAY handles in-store and online payments, and a mobile application supports e-valuation, online pawn-interest payment, and membership management. Gold and luxury authentication is performed by certified in-house professionals rather than through computer-vision or AI-driven inspection. Distribution is omni-channel within Singapore, combining an e-commerce storefront, multiple physical retail and pawnshop branches, and the mobile app, with marketing driven by social channels (Instagram, TikTok, Facebook, YouTube), a blog, a membership program with discounts and birthday perks, and recurring event-driven promotions such as the National Day Sale and Dazzling Draw lucky draws. GrabPay 4X installments extend payment flexibility at point of purchase.

The business model is direct-to-consumer across two primary customer profiles — individual buyers of gold jewellery and investment-grade bars (for personal wear, gifting, or wealth preservation) and pawn customers seeking short-term liquidity against gold and luxury collateral — with pricing set against live per-gram gold rates (SGD $226/gram for 22K, $241/gram for 24K as of the latest disclosed date) and no enterprise or B2B revenue lines. Operations are entirely Singapore-domiciled; geographic diversification, disclosed revenue figures, AI/ML capabilities, and recent M&A or funding activity were not present in the source data, and the company's strategic posture appears oriented toward incremental product broadening, channel digitization, and promotional intensity rather than structural transformation.

Name

Maxi-Cash

Legal name

Maxi-Cash

Website

https://maxi-cash.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Maxi-Cash is a Singapore-based, SGX-listed multi-channel retailer and pawnbroker selling 916/999 gold jewellery, certified gold bars, pre-loved luxury goods, and offering pawnbroking and consignment services to individual Singapore consumers.

Ownership category

akta.pro rank

Product category

Pawnbroking & Gold Jewellery Retail

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944), Personal Credit Institutions (6141)

akta.pro primary industry

Luxury Pawn & Collateral Lending (Watches/Jewelry) (CRAKAKAG)

akta.pro secondary industries

Pawn & Collateral-based Jewelry Retail (CRAKAGAL), Precious Metals & Jewelry Collateral Loans (FSAKALAC)

Keywords

• Gold jewellery retail
• Pawnbroking services
• Gold bar trading
• Pre-loved luxury
• Gold investment

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Gold Jewellery Sales: Sale of new gold jewellery including rings, pendants, necklaces, bracelets, earrings, and gold bars. Products range from 916 gold (22K) to 999 gold (24K) with varying price points from budget items to premium investment pieces.
2. Pre-loved Luxury Goods: Sale of pre-owned luxury items including watches, bags, and jewellery from brands like Rolex, Cartier, Louis Vuitton, and Chanel
3. Pawnbroking Services: Pawn services allowing customers to pawn gold jewellery and luxury goods for short-term loans. Interest payments on pawned items represent a revenue stream.
4. Gold Buying/Selling: Purchase of gold assets from customers with immediate payment, and sale of gold bars and collectibles for investment purposes
5. Consignment Services: Consignment services for customers to sell pre-loved items through Maxi-Cash stores

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Maxi-Cash is a Singapore-based pawnbroker and multi-channel retailer that sells 916 gold (22K) and 999 gold (24K) jewellery, certified investment-grade gold bars, and pre-loved luxury goods (watches, bags, jewellery). It also provides pawnbroking services that allow customers to pledge gold and luxury items for short-term loans, supported by an online E-Valuation tool, MaxiPAY payments, and a mobile app for interest payments and account management.

Product overview

Maxi-Cash operates as a Singapore-based multi-channel retailer offering a unified portfolio of gold jewellery, investment-grade gold bars, and pre-loved luxury goods, alongside pawnbroking and e-valuation services. The core product line comprises 916 gold (22K) and 999 gold (24K) jewellery including rings, pendants, necklaces, bracelets, earrings, and bangles, supplemented by certified gold bars from brands such as PAMP Suisse, Metalor, and Argor-Heraeus. The Golden Treasure sub-brand offers 999 gold collectibles including Buddha phone stickers, fortune cat figures, and petite gold beans. Pawnbroking services allow customers to pawn or consign items, while the digital ecosystem includes an e-shop and mobile application for e-valuations and online payments. Pre-loved luxury goods include authenticated watches and bags from premium brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Gold Jewellery (916 Gold & 999 Gold) Maxi-Cash's primary product category featuring gold jewellery in 916 gold (22 karat) and 999 gold (24 karat) purities, including rings, pendants, necklaces, bracelets, earrings, bangles, chains, and charms, sold to individual consumers for personal wear, gifting, and investment.
• Gold Bars Certified 999/24-karat gold bars for investment purposes, sourced from refiners including PAMP Suisse, Metalor Switzerland, and Argor-Heraeus, available in various weights from 0.1g to 100gm. Bars meeting international bullion market criteria are GST-exempt.
• Golden Treasure Collection 999 gold collectibles including Buddha phone stickers, fortune cat collectibles, gold spinners, displays, and petite gold beans (ingot collectibles) in bottles, targeted at individual consumers seeking small gold gifts and collectibles.
• Pawnbroking Services Pawn service allowing customers to pledge gold jewellery and luxury items for short-term secured loans, with e-valuation, online interest payment via the Maxi-Cash app, and consignment options also available.
• Pre-loved Luxury Goods Pre-owned luxury goods including authenticated watches from brands such as Rolex, Omega, Patek Philippe, Cartier, and luxury bags from Louis Vuitton, Hermes, Chanel, and others, sold to individual consumers seeking authenticated branded items at below retail prices.
• Maxi-Cash Mobile Application Mobile application enabling customers to access E-Valuation services, pay pawn interest online, manage their Maxi-Cash membership accounts, and engage with promotional content.
• Maxi-Cash E-Shop Online e-commerce platform for purchasing gold jewellery, gold bars, collectibles, and pre-loved luxury goods with home delivery or self-collection options across Singapore.
• Sell-to-Us Gold Buying Service Service for customers to sell their gold jewellery and gold bars to Maxi-Cash for immediate cash payment based on live gold market rates.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Poh Heng Jewellery: Long-standing Singapore jewellery chain selling gold and diamond jewellery; overlaps with Maxi-Cash's everyday gold jewellery SKUs (916/999) and gifting-driven customer demand.
• Soo Kee Group: SGX-listed Singapore jeweller with gold and diamond offerings and a multi-store presence; directly comparable in retail jewellery product, omnichannel approach, and Singapore consumer focus.
• MoneyMax Financial Services: Singapore-based SGX-listed pawnbroker and retailer of jewellery, gold, and pre-owned luxury goods; the closest direct competitor to Maxi-Cash with the same pawn-and-retail hybrid model serving Singapore consumers with gold and branded luxury items.
• Lee Hwa Jewellery: Established Singapore jewellery retailer selling gold, diamond, and branded pieces across multiple stores; directly comparable to Maxi-Cash's retail jewellery arm for customer segment, product mix, and physical-store-led GTM.
• SK Jewellery: Singapore-based gold-jewellery chain with multi-store retail presence; comparable on price-segment gold jewellery offerings and gifting occasions that drive Maxi-Cash's retail demand.
• ValueMax Group: Singapore-based pawnbroking and retail chain focused on gold jewellery and luxury watches; overlapping business model, customer base, and Singapore footprint make it a direct comparable for Maxi-Cash's pawn-plus-retail operations.
• The Hour Glass: SGX-listed Singapore luxury watch specialist retailing new and pre-owned timepieces from Rolex, Patek Philippe, Cartier; directly comparable to Maxi-Cash's pre-loved watch (preloved/watch) category on product and premium-branded authentication.
• City Chain (City Chain): Major Singapore watch retail chain operated by a larger jewellery conglomerate; competes with Maxi-Cash on both new and pre-loved watch merchandising to the same Singapore consumer base.
• Goldheart Jewellery: Singapore gold-jewellery chain operating brick-and-mortar stores; competes with Maxi-Cash for gifting, Chinese New Year, and personal-adornment gold purchases with overlapping product categories.

Emerging players

• Reebonz: Asia-focused pre-loved luxury e-commerce platform for authenticated bags, watches, and accessories; relevant comparable to Maxi-Cash's pre-loved category though Reebonz is digital-first with no pawnbroking leg.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/maxicashsingapore
• Facebookfacebook.com/maxicashsg
• Instagraminstagram.com/maxicashsg
• TikToktiktok.com/@maxicashsg
• LinkedInlinkedin.com/company/maxi-cash

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Maxi-Cash