WILLERS
WILLERS Pte. Ltd. is a Singapore-based Mobility-as-a-Service subsidiary of Japan's WILLER Inc, operating AI-powered on-demand shuttles (mobi), commercial autonomous vehicles (Auto Rider), and cross-border travel platforms across Japan, Singapore, Taiwan, and Vietnam.
- Company typePrivate
- Founded2018
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingServices
What WILLERS does
WILLERS Pte. Ltd. is a Singapore-incorporated Mobility-as-a-Service (MaaS) company, established in May 2018 as the Asia Pacific headquarters of Japanese transport group WILLER Inc. It operates a portfolio of road-based mobility businesses across Japan, Singapore, Taiwan, and Vietnam, including the AI-powered on-demand shared shuttle service mobi (subscription-based, fixed price, unlimited rides within a 2km radius), the Auto Rider Level-3 autonomous shuttle service running commercially at Gardens by the Bay and Jurong Lake Gardens in Singapore, an online B2B booking platform for bus and transport operators, and travel/tourism services including cross-border booking and curated experiences such as the Restaurant Bus.
The technology stack combines a proprietary MaaS platform with AI routing algorithms developed in partnership with SWAT Mobility, GNSS-based lane-level positioning, and onboard perception (lidar/radar/camera) for autonomous vehicles delivered through partnerships with Mobileye, ST Engineering, and NAVYA. The mobi service is delivered via iOS and Android apps with self-ticketing kiosks at key stops, and integrates with QR-code payment across modes.
Revenue is generated through multiple streams: subscription fees for mobi (5,000 yen/month main member in Japan, ~S$61/month in Singapore), transactional AV ticket rides at tourist attractions, marketplace commissions on the Japan/Vietnam/Taiwan travel platforms, licensing of WILLER's proprietary express bus seats, and bundled experience packages. Go-to-market combines product-led growth (mobile app, free trial) with strategic channel partnerships — including a joint venture with KDDI (Community Mobility Co., Ltd.) for nationwide Japan rollout, and channel distribution through Kuo-Kuang (Taiwan) and Mai Linh (Vietnam).
WILLERS firmographics
Firmographics- Name
- WILLERS
- Legal name
- WILLERS PTE. LTD.
- Website
- https://willers.com.sg
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WILLERS Pte. Ltd. is a Singapore-based Mobility-as-a-Service subsidiary of Japan's WILLER Inc, operating AI-powered on-demand shuttles (mobi), commercial autonomous vehicles (Auto Rider), and cross-border travel platforms across Japan, Singapore, Taiwan, and Vietnam.
- Ownership category
- akta.pro rank
WILLERS industry classification
Industry- Product category
- Mobility-as-a-Service
- NAICS
- Transit and Ground Passenger Transportation (485), Taxi and Ridesharing Services (48531), Tour Operators (561520), Charter Bus Industry (48551)
- SIC
- Transportation Services (4700), Arrangement Of Transportation Of Freight & Cargo (4731)
- akta.pro primary industry
- On-Demand Multimodal Services (Microtransit, DRT, Demand-Responsive Shuttles) (THADALAF)
- akta.pro secondary industries
- Multimodal Trip Planning, Routing & Journey Orchestration Platforms (THADALAA), Mobility-as-a-Service (MaaS) & Multimodal Trip Planning (BPAMAIAH), Corporate MaaS & Commuter Benefits Platforms (THADALAG)
Keywords
Where WILLERS is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices8 records
Markets served
WILLERS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Subscription Mobility Service (mobi): Monthly subscription model offering unlimited rides within designated service areas. Primary family member pays base rate with additional household members at reduced fee. Also offers pay-per-ride option.
- Autonomous Vehicle Operations: Commercial operation of autonomous shuttles at tourist attractions (Gardens by the Bay, Jurong Lake Gardens) with ticket-based rides.
- Travel and Tourism Services: Cross-border travel booking platform integrating intercity buses, trains, ferries, taxis, and attractions. Revenue from commissions on bookings through willertrip.com platforms.
- Bus Seat Development and Licensing: Development and licensing of proprietary express bus seats (15+ types developed since 2006) for comfort and safety, potentially licensed to bus operators.
- Event and Experience Services: Specialized mobility experiences at events such as Sakura Matsuri, offering bundled packages with transportation and experiences (e.g., Hanami Experience at $20).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Main Member Subscription |
| Subscription | Monthly | Additional Family Members |
| Usage-based | Pay-as-you-go | Pay-Per-Ride Option |
| Unit Pricing | Pay-as-you-go | Hanami Experience Package |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
WILLERS product offering
Product offeringCore offering
WILLERS provides Mobility-as-a-Service (MaaS) products including the mobi subscription-based on-demand shared shuttle service for first- and last-mile urban mobility, commercial Auto Rider autonomous vehicle shuttle operations at tourist sites, an Online Mobility Booking Platform for bus and transport operators in Asia Pacific, and cross-border travel and tourism booking services. The company integrates buses, trains, taxis, car-sharing, and autonomous vehicles through a unified platform with QR-code-based payments.
Product overview
WILLERS is a Mobility-as-a-Service (MaaS) company offering a portfolio of transportation products. The core offerings include: mobi - an AI-powered on-demand shared shuttle service with subscription pricing for first/last-mile travel; Auto Rider - commercial autonomous vehicle shuttle services at Gardens by the Bay and Jurong Lake Gardens using NAVYA vehicles; Restaurant Bus - a unique dining-on-wheels experience; and an Online Mobility Booking Platform for B2B transport operators in Asia Pacific. The company operates under the WILLERS MaaS Platform which integrates various transportation modes (buses, trains, taxis, autonomous vehicles) with QR-code payment. WILLERS also develops proprietary Express Bus Seats with 15+ seat variants for passenger comfort.
Differentiator
Problem solved
Functional benefit
Brands
- mobi: AI on-demand community mobility service offering first and last-mile shared shuttle transportation with unlimited rides subscription model, operating in Singapore, Japan, and expanding across Asia Pacific
Products and services
- mobi AI-powered on-demand shared shuttle service with subscription-based pricing, providing first and last-mile mobility within a defined 2km radius area. Uses AI routing for optimal vehicle dispatch via iOS and Android apps, with fixed price unlimited-ride plans and pay-per-ride tickets.
- Auto Rider Commercial autonomous vehicle shuttle service operating at Gardens by the Bay and Jurong Lake Gardens in Singapore, using NAVYA autonomous vehicles equipped with lidars, radars, and cameras for navigation with lane-level positional accuracy.
- Online Mobility Booking Platform B2B platform for intercity bus operators and transport/travel operators in Asia Pacific to market and sell services, supporting booking of highway express buses, first/last-mile shuttle buses, taxis, attraction tickets, and hotel reservations, integrating 89 bus companies, 37 ferry operators, and 16,500 hotels.
- Restaurant Bus Double-deck open-top bus service integrating gastronomy with mobility and scenic views, offering local cuisine dining experiences in different areas.
- Express Bus Seats Proprietary express bus seat designs developed since 2006 with over 15 variants targeting different market segments and usage patterns, designed for passenger comfort and safety, with plans to introduce in Southeast Asia.
Quantifiable outcome
- Over 1000 mobi members and thousands of monthly bookings since October 2021
- +3 more outcomes
Companies that use WILLERS
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
WILLERS technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
WILLERS partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor, flagship and core.
- Tanglin MallminorSeptember 2022 collaboration providing mobi users easy access to Tanglin Mall with free rides for new users and eVoucher rewards for mall shopping.
- Japan Council of Local Authorities for International Relations (J.CLAIR)minorAutonomous vehicle workshop for Japan delegations covering sustainable mobility solutions, WILLERS AV initiatives, and first-hand Auto Rider experience.
- Singapore University of Social Sciences (SUSS)minorWorkshop on Sustainable Mobility covering land transportation landscape, AV/EV sustainability, and hands-on Auto Rider experience.
- KDDI CorporationflagshipJoint venture named Community Mobility Co., Ltd. (WILLER 51%, KDDI 49%) to provide mobi service nationwide in Japan from April 2022. Combines mobility services with communications for rural and urban transport solutions.
- Singapore Institute of Technology (SIT)minorIndustry-Academia collaboration for third-year Telematics Course students with workshops on AV operation and hands-on experience with Auto Rider at Gardens by the Bay.
- SWAT MobilityflagshipMoU to jointly develop community-centric shared mobility service using MaaS platform. SWAT provides AI routing algorithm; WILLERS provides MaaS platform and market presence. First strategic partnership for APAC expansion.
- Mobileye (Intel Company)flagshipStrategic collaboration to launch autonomous robotaxi service in Japan and Southeast Asia markets. Mobileye provides AV technology; WILLER provides regional service operations, regulatory framework expertise, and fleet management.
- Kuo-Kuang Motor TransportationcoreLargest bus operator in Taiwan partnered with WILLER for regional transportation services and mobility platform integration.
- Mai Linh GroupcoreLargest taxi company in Vietnam partnered with WILLER for ride-hailing services and regional mobility expansion.
- ST EngineeringcoreCollaboration on autonomous vehicle services including the enhanced Auto Rider fleet at Gardens by the Bay. ST Engineering provides systems integration, technical support, and autonomous capabilities development.
- NAVYAcoreFrench autonomous vehicle manufacturer providing NAVYA Arma shuttles for Gardens by the Bay and other AV operations. Global leader in autonomous vehicles for passenger transport.
- CarClub (Car Club Pte Ltd)coreSingapore's largest car-sharing operator (subsidiary of Mitsui & Co.) partnered for joint operation of Auto Rider AV services. Investment from WILLER and collaboration for Mobility Choice as a Service (MCaaS).
- National Parks Board (NParks)coreSingapore government agency providing site and ground operations for autonomous vehicle trials at Jurong Lake Gardens from December 2020.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
WILLERS competitors and assessment
Company assessmentBroad incumbents
- Grab: Southeast Asia super-app offering ride-hailing, transit, and delivery across Singapore, Vietnam, Malaysia, and beyond; WILLERS' mobi competes for the same urban mobility wallet share.
- Moovit: Intel-owned multi-modal transit planning and MaaS app with global coverage; overlaps with WILLERS MaaS platform in trip planning, ticketing and public transport integration.
- Mobileye: Intel's autonomous driving technology company and WILLERS' AV partner; also an incumbent AV stack provider pursuing its own robotaxi commercialization that competes with Auto Rider deployments.
- Kakao T / Kakao Mobility: Korea's dominant ride-hailing and MaaS super-app with international expansion ambitions; broad incumbent offering mobility, navigation and taxi-hailing similar in scope to WILLERS' platform play.
Direct peers
- Padam Mobility: Paris-based demand-responsive transit and microtransit software platform (now part of Siemens Mobility); competes with WILLERS/SWAT for AI-driven DRT contracts with cities and operators.
- Via Transportation: Global leader in on-demand microtransit and shared shuttle technology powering transit agencies and operators; directly comparable to mobi's subscription-based, AI-routed DRT model.
- SWAT Mobility: Singapore-based AI on-demand shared mobility platform; co-developed WILLERS' mobi AI routing engine and operates similar demand-responsive shuttle services in Southeast Asia, making it both partner and closest direct peer.
- Beeline: Singapore-based dynamic bus routing platform aggregating crowdsourced commuter routes; directly comparable to mobi's on-demand, AI-routed shared shuttle concept in the same Singapore market.
Emerging players
- NAVYA: French autonomous shuttle manufacturer whose Arma vehicles power WILLERS' Auto Rider service; comparable as a peer AV fleet operator/pilot at tourist and urban sites.
- Citymapper: Multi-modal journey planner and MaaS app aggregating public transport, ride-hail, and micromobility; relevant adjacent peer in the urban MaaS and trip planning category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
WILLERS social profiles
Digital presenceWILLERS financial estimates
Financial estimateRevenue estimate
Valuation estimate
WILLERS leadership team
Management profileNumber of profiles
Profiles2 records
WILLERS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WILLERS 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 WILLERS
What does WILLERS do?
WILLERS provides Mobility-as-a-Service (MaaS) products including the mobi subscription-based on-demand shared shuttle service for first- and last-mile urban mobility, commercial Auto Rider autonomous vehicle shuttle operations at tourist sites, an Online Mobility Booking Platform for bus and transport operators in Asia Pacific, and cross-border travel and tourism booking services. The company integrates buses, trains, taxis, car-sharing, and autonomous vehicles through a unified platform with QR-code-based payments.
Is WILLERS a public or private company?
WILLERS is a private company. It is classified as corporate owned and is currently operating.
When was WILLERS founded?
WILLERS was founded in 2018. It employs 11 to 50 people.
Where is WILLERS based?
WILLERS is headquartered in Singapore, Singapore, in the Asia region.
How does WILLERS make money?
Five revenue lines are on record. Subscription Mobility Service (mobi) is the primary driver. The others are autonomous Vehicle Operations, travel and Tourism Services, bus Seat Development and Licensing and event and Experience Services.
Who are WILLERS's main competitors?
Broad incumbents on record are Grab, Moovit, Mobileye and Kakao T / Kakao Mobility. Direct peers are Padam Mobility, Via Transportation, SWAT Mobility and Beeline. Emerging players are NAVYA and Citymapper.
Does WILLERS have an API?
No public API is recorded for WILLERS.
What industry is WILLERS in?
WILLERS's product category is Mobility-as-a-Service. Its primary akta.pro industry code is THADALAF, On-Demand Multimodal Services (Microtransit, DRT, Demand-Responsive Shuttles), with a secondary code of THADALAA, Multimodal Trip Planning, Routing & Journey Orchestration Platforms. Its NAICS code is 485 and its SIC code is 4700.