smartie

What smartie does

Smartie Group Limited is a Cook Islands-incorporated, privately held company founded in 2024 that operates a mobile-first South Pacific super-app bundling payments, food delivery, rewards, financial analytics, and family finance into a single consumer application, with a parallel merchant dashboard and SmartBot (Mako) AI chatbot for support. Core products include SmartPay (instant peer-to-peer and merchant payments with offline QR capability), SmartFood (Rarotonga restaurant delivery), SmartRewards (a tiered loyalty program up to 200 points per dollar), SmartAnalytics (real-time spending insights), SmartKids (parent-controlled financial literacy app), SmartPay Merchant, SmartPayroll, SmartStay (accommodation), and announced SmartRide and SmartTours; the SmartStation POS device is sold to merchants with ownership transferring on full payment. The platform is built in Flutter and React Native on AWS and Kubernetes, with mobile engineering centred in Ho Chi Minh City under a former MoMo senior developer, and operational offices in Rarotonga, Auckland, and Brisbane.

The business model is multi-stream: zero-cost consumer wallet and SmartKids drive adoption; merchants pay transaction-based service fees per a Fees & Charges Schedule plus optional SmartStation hardware purchases; SmartFood generates delivery commissions; and promotional placements and SmartRewards giveaways provide advertising-style revenue. Customer segments are South Pacific consumers, local Cook Islands SMBs (retail, hospitality, food service), families with children, and independent delivery drivers. Distribution is product-led via app stores and self-service merchant onboarding at merchant.smartie.com, supplemented by in-person launch events in Rarotonga and referral incentives.

No external funding, revenue, or customer logos are disclosed. Leadership comprises founder-CEO Brett Baudinet, COO/CTO Ano Tisam (20+ years Pacific ICT consulting), Senior Mobile Developer David Nguyen (ex-MoMo), Senior Software Developer Alex Stewart (AWS/Kubernetes), Senior Mobile Developer Brian Hung, Sales & Marketing Manager Jaiah Arai, and advisor Brian Baudinet (Air Rarotonga, Island Hopper Vacations). The company employs 1–10 people and has no institutional investment identified in source materials.

Name

smartie

Legal name

Smartie Group Limited

Website

https://smartie.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Smartie Group Limited is a Cook Islands-incorporated mobile super-app company, founded 2024, offering South Pacific consumers and merchants instant payments, food delivery, rewards, analytics, and family finance via a single wallet, monetising through merchant transaction fees and hardware.

Ownership category

akta.pro rank

Headquarters

HQ city

Rarotonga

HQ country

Cook Islands

Offices4 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Merchant Transaction Fees / Platform Commission: Smartie charges merchants a Merchant Service Fee on each transaction processed through the platform. The fees are outlined in the Smartie Platform Fees & Charges Schedule and may include transaction fees, commissions, and subscription fees.
2. Delivery and Fulfillment Services: Revenue generated from SmartFood delivery services, including coordination of delivery-drivers and logistics management for food orders.
3. Smart Station Device Sales: Sale of SmartStation POS devices to merchants, with payment plans available and automatic deductions from merchant settlement balances.
4. Advertising and Promotional Services: Promotional opportunities for merchants including SmartRewards Giveaways, banner placements on the home screen, and business listings within the app.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Smartie operates a South Pacific super-app that bundles a free digital wallet (SmartPay), instant peer-to-peer and merchant payments with offline QR support, food delivery (SmartFoods), a tiered loyalty rewards program (SmartRewards), spending analytics (SmartAnalytics), a children's financial literacy app (SmartKids), and merchant payment-acceptance tools (SmartPay Merchant and Smart Station POS hardware) into a single mobile platform for consumers and local businesses in the Cook Islands.

Product overview

Smartie is a South Pacific super-app offering a unified mobile platform with multiple integrated financial and lifestyle services. The core product SmartPay serves as the primary digital wallet enabling instant payments, while SmartFood provides food delivery, SmartRewards offers loyalty points, and SmartAnalytics delivers spending insights. Additional services include SmartKids (child financial literacy), SmartStay (accommodation), SmartRide (transportation), and SmartTours. The platform operates through SmartPay Merchant for business customers and SmartPayroll for employment disbursements. Emerging features include SmartChat, SmartRequest, SmartBills, and SmartBot (Mako) AI assistant. A physical Smart Station POS device is available for merchant acceptance. The ecosystem is unified through a single mobile app with integrated wallet, rewards, and analytics across all services.

Differentiator

Problem solved

Functional benefit

Brands

• SmartPay: Instant payment and digital wallet service enabling users to send/receive payments, manage finances, and receive payroll instantly.
• SmartFoods
• SmartRewards
• SmartKids
• SmartAnalytics
• SmartStay
• SmartRide
• SmartTours
• SmartPay Merchant
• SmartBot (Mako)

Products and services

• SmartPay Free flagship digital wallet enabling individual users in the South Pacific to send and receive instant peer-to-peer payments, pay merchants, split bills, and receive payroll with no fees, including offline QR-code payment capability and two-factor authentication.
• SmartFoods Food delivery service connecting Smartie users with local Rarotonga restaurants for online ordering and delivery, with no setup fees or hidden costs for restaurant partners.
• SmartRewards Tiered loyalty program where Smartie users earn points on every merchant purchase (Member 0 points, Silver 50, Gold 100, Platinum 200 points per dollar) and redeem points for prize giveaways.
• SmartAnalytics In-app financial management tool that provides Smartie users with real-time spending insights, expense categorization, budget tracking, savings goal setting, and personalized financial recommendations.
• SmartKids Standalone financial literacy app for children with parent-controlled oversight, featuring task management with rewards, allowance automation, savings goals, and a safe spending environment that teaches saving, spending, and budgeting.
• SmartPay Merchant Merchant dashboard providing payment processing, staff sub-account management, sales analytics, and access to the Smartie merchant network, accessible via the merchant app and online portal.
• SmartPayroll Business payroll solution that lets employers disburse salaries and incentives instantly to staff through the Smartie platform, replacing traditional delayed payroll processes.
• SmartStay Accommodation booking service for short and long-term stays, connecting travelers with properties in the South Pacific through the Smartie platform.
• Smart Station Merchant point-of-sale device sold to businesses for accepting Smartie payments, available for purchase with payment plan options and with ownership transferring to the merchant upon full payment.
• SmartBot (Mako) AI-powered customer support chatbot providing 24/7 automated assistance for Smartie users, handling queries ranging from general information to specific account and service details.

Quantifiable outcome

• Instant payments eliminate 1-3 business day transfer wait times
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature8 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MoMo: Vietnam's largest fintech super-app combining payments, food delivery, lending, and merchant services. Smartie's senior mobile developer previously built MoMo features, making it the closest comparable in product scope and tech stack (Flutter/React Native super-app).
• Grab: Southeast Asia super-app offering payments (GrabPay), food delivery (GrabFood), ride-hailing, and rewards. Closest large-scale analogue to Smartie's multi-vertical super-app strategy.
• GoTo (Gojek/Tokopedia): Indonesian super-app combining payments (GoPay), food delivery (GoFood), ride-hailing, and merchant services — direct reference point for Smartie's payments-plus-lifestyle playbook.
• Cash App (Block): US mobile-first wallet with peer-to-peer payments, instant transfers, and a tiered rewards/boost program — direct comparable to SmartPay's consumer wallet and SmartRewards mechanics.
• Venmo: P2P payments app with social feed and merchant payments — comparable to SmartPay's instant peer-to-peer transfers and SmartChat/SmartRequest flows.
• PayPay: Japan's leading mobile payment wallet with merchant acquisition focus and aggressive offline QR expansion — directly comparable to SmartPay's offline QR and merchant acquiring playbook.

Regional players

• Afterpay: Australia/NZ-headquartered fintech serving Pacific-region merchants and consumers; relevant benchmark for Smartie's regional expansion ambitions into NZ and Australia.
• Airwallex: Australia-based cross-border payments platform serving APAC merchants; comparable regional fintech targeting Pacific and Australian business customers similar to SmartPay Merchant.
• Delivereasy: NZ-focused food delivery platform; direct regional analogue to SmartFood's restaurant delivery model and the most relevant same-region peer for that product line.

Broad incumbents

• Uber Eats: Global food delivery incumbent. Provides a benchmark for what a scaled delivery platform requires operationally, and represents the most likely global competitor if SmartFood expands beyond the Pacific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/smartiesuperapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 smartie