SimplyGo
SimplyGo is the Land Transport Authority-licensed operator of Singapore's nationwide public transit fare payment platform, processing contactless fare payments via bank cards, mobile wallets, and EZ-Link stored-value cards across all bus and rail operators, serving commuters, concession cardholders, and tourists.
- Company typePrivate
- Founded2024
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2C
- OfferingServices
What SimplyGo does
SimplyGo Pte. Ltd. is the Land Transport Authority-licensed operator of Singapore's nationwide public transport fare payment platform, built on CEPAS-compliant contactless infrastructure. The platform unifies stored-value cards (SimplyGo EZ-Link), contactless bank cards (Mastercard, Visa, American Express, NETS), and mobile wallets (Apple Pay, Google Pay, Samsung Pay, Fitbit Pay, Garmin Pay) into a single fare collection system used across all four licensed public transport operators — SBS Transit, SMRT, Tower Transit Singapore, and Go-Ahead Singapore. Beyond fare payment, the offering extends into motoring (Electronic Road Pricing and carpark charges via EZ-Link Motoring), merchant QR-code payments (EZ-Link Wallet), and a points-based loyalty programme (EZ-Link Rewards), with the SimplyGo mobile app serving as the central engagement layer alongside an extensive physical footprint of Ticket Offices, Kiosks, and e-Lobbies across MRT, LRT, and bus interchange locations.
The company monetizes through a diversified revenue model: upfront non-refundable card costs (up to $5 on concession cards), per-day foreign-issued card admin fees ($0.60), transaction processing on open-loop contactless bank card payments, Singapore Tourist Pass sales, merchant partnership revenue from EZ-Link Rewards, and float income on stored-value card balances. Pricing structures span one-time card purchases, monthly concession passes, and pay-as-you-go transit spend. The SimplyGo app supports account registration via Singpass MyInfo, family account management for up to seven linked cards, auto top-up enrollment, travel claims, and concession card lifecycle services.
Customer segmentation is broad and concession-driven: adult commuters form the primary segment, with subsidised fare categories for children, students (school to undergraduate), senior citizens, persons with disabilities, full-time national servicemen, and workfare transport recipients. Tourists are addressed via the Singapore Tourist Pass and a Mandarin-language WeChat Mini Program. The platform is operated as a private Singapore-incorporated entity with 101-250 employees, no disclosed funding rounds or external shareholders, and an exclusive regulatory mandate that positions SimplyGo as the sole national public transit fare collection provider.
SimplyGo firmographics
Firmographics- Name
- SimplyGo
- Legal name
- SimplyGo Pte. Ltd.
- Website
- https://simplygo.com.sg
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SimplyGo is the Land Transport Authority-licensed operator of Singapore's nationwide public transit fare payment platform, processing contactless fare payments via bank cards, mobile wallets, and EZ-Link stored-value cards across all bus and rail operators, serving commuters, concession cardholders, and tourists.
- Ownership category
- akta.pro rank
SimplyGo industry classification
Industry- Product category
- Transit Payment Services
- NAICS
- Bus and Other Motor Vehicle Transit Systems (485113)
- SIC
- Local & Suburban Transit & Interurban Hwy Passenger Trans (4100), Transportation Services (4700)
- akta.pro primary industry
- Open-Loop EMV Contactless Fare Payments (THAIAMAD)
- akta.pro secondary industries
- Mobile Ticketing & Digital Pass Apps (THAIAMAB), Parking & Toll Payment/Reservation Platforms (BPAMAIAL), Mobility Payments & Wallets (Transit + Mobility) (THADALAD)
Keywords
Where SimplyGo is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices3 records
Markets served
SimplyGo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Card Sales and Stored Value: Sale of SimplyGo EZ-Link cards and concession cards with initial stored value. Cards are sold at ticket offices, service centres, and vending machines. Card costs range up to $5 for concession cards with additional stored value.
- Transit Fare Processing: Processing fees from contactless bank card transit payments, including foreign bank card admin fees of $0.60 per day for foreign-issued Mastercard or Visa cards.
- Singapore Tourist Pass Sales: Sales of tourist-specific passes allowing unlimited travel on public transport during validity periods. Available through WeChat Mini Program and physical sales channels.
- EZ-Link Rewards and Merchant Partnerships: Loyalty programme earning points on transit and retail transactions, redeemable for merchant rewards. Partnership revenue from third-party merchant participation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | SimplyGo EZ-Link Card - Standard adult card for general commuters |
| One time/ perpetual license | Pay-as-you-go | Singapore Tourist Pass - Unlimited travel for tourists |
| Usage-based | Pay-as-you-go | Foreign Bank Card Usage Fee |
| Subscription | Monthly | Concession Card Monthly Passes |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels6 records
SimplyGo product offering
Product offeringCore offering
SimplyGo operates a unified digital fare and motoring payments platform for Singapore's public transport network. Its core offering combines the SimplyGo mobile app with EZ-Link stored-value contactless cards, concession and monthly travel cards, the Singapore Tourist Pass, and the EZ-Link Motoring service for ERP and carpark charges. The platform accepts multiple payment methods including contactless bank cards (Mastercard, Visa, American Express, NETS) and mobile wallets (Apple Pay, Google Pay, Samsung Pay, Fitbit Pay, Garmin Pay), and is supported by an extensive physical network of ticket offices, service centres, and self-service kiosks across MRT stations, LRT stations, and bus interchanges.
Product overview
SimplyGo is a Singapore-based public transit payment platform operated by SimplyGo Pte. Ltd. that provides a unified ecosystem of transit and payment solutions. The core offering consists of the SimplyGo App as the central mobile platform, combined with SimplyGo EZ-Link Cards and Concession & Monthly Travel Cards for fare payments on Singapore's bus and rail systems. The platform extends through the EZ-Link Digital Wallet for QR code merchant payments, the EZ-Link Motoring Service for ERP and carpark charges, and the EZ-Link Rewards loyalty programme. Additional features include Auto Top-up for automatic card recharging, a Family Account for managing dependants' cards, and Travel Gift Vouchers. Physical touchpoints include SimplyGo Ticket Offices, Ticketing Service Centres, SimplyGo Kiosks, Assisted Service Kiosks, and Top-Up Kiosks across Singapore's transit network. The platform integrates with major mobile wallets (Apple Pay, Google Pay, Samsung Pay, Fitbit Pay, Garmin Pay), contactless bank cards (NETS, Mastercard, Visa, American Express), WeChat Pay, and Singpass MyInfo for verification.
Differentiator
Problem solved
Functional benefit
Brands
- EZ-Link: A stored-value travel card and payment card brand used for transit fare payments and retail purchases in Singapore.
- SimplyGo EZ-Link
- EZ-Link Rewards
- EZ-Link Motoring
- Singapore Tourist Pass
- EZ-Link Wallet
- Family Account
Products and services
- SimplyGo App
- SimplyGo EZ-Link Card
- Concession & Monthly Travel Cards
- Singapore Tourist Pass
- EZ-Link Motoring Service
- SimplyGo Corporate Solutions
Companies that use SimplyGo
Customer profileNamed customers3 records
Segments9 records
Ideal customer profiles3 records
SimplyGo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature8 records
SimplyGo partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- WeChat (Tencent)coreWeChat Official Account and Mini Program partnership enabling Mandarin-language services for Singapore Tourist Pass purchases, promotions, and exclusive perks. Launched April 2024 with WeChat Pay integration for payments.
- MastercardcoreMastercard contactless bank cards accepted for transit fare payments on Singapore public transport. Supports both physical cards and mobile wallets (Apple Pay, Google Pay, Samsung Pay). SimplyGo processes accumulated charges posted to Mastercard accounts.
- VisacoreVisa contactless bank cards accepted for transit fare payments on Singapore public transport. Supports both physical cards and mobile wallets. Fare charges accumulated daily and posted to Visa accounts.
- American ExpresscoreAmerican Express contactless cards accepted for transit fare payments. Compatible with Apple Pay, Google Pay, and Samsung Pay mobile wallets. Fare charges accumulated daily.
- NETScoreNETS contactless bank cards and NETS FlashPay functionality supported for transit payments. Top-Up Kiosks accept NETS for card top-ups and payments.
- Land Transport Authority (LTA)flagshipLTA partners with SimplyGo for public transport fare payment system. SimplyGo administers concession cards issued by LTA and operates the SimplyGo System for fare collection across all public transport operators.
- Go-Ahead SingaporecorePublic bus operator accepting SimplyGo payments across its bus services. Part of the four licensed PTOs operating under LTA.
- SBS TransitcorePublic bus and rail operator accepting SimplyGo payments across its bus and MRT/LRT services.
- SMRTcorePublic transport operator accepting SimplyGo payments across its bus and rail services.
- Tower Transit SingaporecorePublic bus operator accepting SimplyGo payments across its bus services.
- DBS BankminorDBS PayLah! integration for SimplyGo card top-ups. DBS scheduled maintenance may affect Auto Top-up triggering for SimplyGo EZ-Link and Concession cardholders.
- Mobile Payment ProviderscoreIntegration with Apple Pay, Google Pay, Samsung Pay, Fitbit Pay, and Garmin Pay mobile wallets for contactless transit payments. Each provider has specific compatibility (e.g., American Express compatible with Apple Pay, Google Pay, Samsung Pay).
- EZ-Link MerchantscoreQualified Merchants approved by LTA to accept ez-link card debits for retail purchases. Enables use of stored value on cards for transit and qualified goods/services.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
SimplyGo competitors and assessment
Company assessmentDirect peers
- Octopus Cards Limited: Hong Kong's dominant stored-value contactless transit card and digital payment platform. Highly comparable to SimplyGo as a CEPAS/closed-loop equivalent running multi-modal transit, retail and merchant payments in a single metro market under regulator oversight.
- NETS Pte Ltd: Singapore's national electronic payments network providing NETS contactless and FlashPay for transit and retail. Direct competitor/partner in the same Singapore market, sharing the CEPAS rail and operating NETS-accepting top-up kiosks in the same stations as SimplyGo.
Regional players
- JR East (Suica / Mobile Suica): Japan's most-used transit IC card, integrated across rail, bus, retail and vending. Comparable as a stored-value transit payment platform that has expanded into mobile wallet (Mobile Suica) and open payments, relevant benchmark for SimplyGo's mobile-wallet roadmap.
- Transport for NSW (Opal): Sydney's Opal contactless transit card across trains, buses, ferries and light rail. Comparable as a state-backed multimodal transit payment system with closed-loop cards and contactless bank card acceptance, though serving Australia rather than Singapore.
- Korea Smart Card (T-money): Operator of Korea's T-money stored-value transit card across buses, metro and retail in Seoul and beyond. Highly comparable product/architecture (stored-value contactless transit + retail payments) though operating in Korea rather than Singapore.
Broad incumbents
- Transport for London (Oyster / Contactless): Operates the Oyster stored-value card and open-loop contactless EMV acceptance across London Underground, buses and rail. Comparable as a public-transport fare collection authority that has migrated from closed-loop to open-loop contactless, mirroring SimplyGo's transition.
- MTA (OMNY): New York MTA's open-loop contactless fare payment system replacing MetroCard. Comparable as a large public-sector transit fare platform that has moved to EMV contactless and mobile wallet acceptance, similar to SimplyGo's open-loop direction.
Others
- Cubic Transportation Systems: Global vendor of open-loop fare collection platforms for transit authorities (used in London, Sydney, Miami, Vancouver). Comparable as an enabling technology provider in the same fare-payment category, often competing for the same LTA-style tenders that anchor SimplyGo's licence.
- Thales Ground Transportation Systems: Supplies fare collection, ticketing and mobility platforms to transit operators globally. Comparable as an adjacent infrastructure/technology provider competing in the same transit payment system market that SimplyGo serves under LTA oversight.
- Conduent Transportation: Operates fare collection and transit payment systems for multiple US and European transit agencies. Comparable as an adjacent ecosystem participant offering fare-collection back-end services similar to those SimplyGo provides to LTA and the PTOs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
SimplyGo social profiles
Digital presenceSimplyGo compliance and trust
Trust signalCompliance1 record
SimplyGo financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimplyGo leadership team
Management profileNumber of profiles
SimplyGo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimplyGo 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 SimplyGo
What does SimplyGo do?
SimplyGo operates a unified digital fare and motoring payments platform for Singapore's public transport network. Its core offering combines the SimplyGo mobile app with EZ-Link stored-value contactless cards, concession and monthly travel cards, the Singapore Tourist Pass, and the EZ-Link Motoring service for ERP and carpark charges. The platform accepts multiple payment methods including contactless bank cards (Mastercard, Visa, American Express, NETS) and mobile wallets (Apple Pay, Google Pay, Samsung Pay, Fitbit Pay, Garmin Pay), and is supported by an extensive physical network of ticket offices, service centres, and self-service kiosks across MRT stations, LRT stations, and bus interchanges.
Is SimplyGo a public or private company?
SimplyGo is a private company. It is classified as unknown and is currently operating.
When was SimplyGo founded?
SimplyGo was founded in 2024. It employs 101 to 250 people.
Where is SimplyGo based?
SimplyGo is headquartered in Singapore, Singapore, in the Asia region.
How does SimplyGo make money?
Four revenue lines are on record. Card Sales and Stored Value is the primary driver. The others are transit Fare Processing, singapore Tourist Pass Sales and EZ-Link Rewards and Merchant Partnerships.
Who are SimplyGo's main competitors?
Direct peers on record are Octopus Cards Limited and NETS Pte Ltd. Regional players are JR East (Suica / Mobile Suica), Transport for NSW (Opal) and Korea Smart Card (T-money). Broad incumbents are Transport for London (Oyster / Contactless) and MTA (OMNY). Others are Cubic Transportation Systems, Thales Ground Transportation Systems and Conduent Transportation.
Does SimplyGo have an API?
No public API is recorded for SimplyGo.
What industry is SimplyGo in?
SimplyGo's product category is Transit Payment Services. Its primary akta.pro industry code is THAIAMAD, Open-Loop EMV Contactless Fare Payments, with a secondary code of THAIAMAB, Mobile Ticketing & Digital Pass Apps. Its NAICS code is 485113 and its SIC code is 4100.