SimplyGo

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.

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

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

• Transit fare payments
• Contactless payment platform
• Stored-value travel cards
• Electronic road pricing
• Public transport ticketing

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Technology or R&D, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels10 records

Marketing channels6 records

Core 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

Named customers3 records

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature8 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• WeChat (Tencent)coreGTM or Marketing Partner · 28 April 2026WeChat 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.
• MastercardcoreTechnology or IntegrationMastercard 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.
• VisacoreTechnology or IntegrationVisa 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 ExpresscoreTechnology or IntegrationAmerican Express contactless cards accepted for transit fare payments. Compatible with Apple Pay, Google Pay, and Samsung Pay mobile wallets. Fare charges accumulated daily.
• NETScoreTechnology or IntegrationNETS 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)flagshipStrategic or Co-development PartnerLTA 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 SingaporecoreStrategic or Co-development PartnerPublic bus operator accepting SimplyGo payments across its bus services. Part of the four licensed PTOs operating under LTA.
• SBS TransitcoreStrategic or Co-development PartnerPublic bus and rail operator accepting SimplyGo payments across its bus and MRT/LRT services.
• SMRTcoreStrategic or Co-development PartnerPublic transport operator accepting SimplyGo payments across its bus and rail services.
• Tower Transit SingaporecoreStrategic or Co-development PartnerPublic bus operator accepting SimplyGo payments across its bus services.
• DBS BankminorChannel Partner/ Reseller/ DistributorDBS 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 ProviderscoreTechnology or IntegrationIntegration 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 MerchantscoreChannel Partner/ Reseller/ DistributorQualified 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

Direct 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

• Xx.com/SimplyGoSG
• YouTubeyoutube.com/channel/UCzQWqgxhGnLKYW-8b7lHYPg
• Facebookfacebook.com/SimplyGoSG
• LinkedInlinkedin.com/company/simplygo-pte-ltd
• Instagraminstagram.com/simplygosg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 SimplyGo