Axiata Digital the brand owner of ewallet pioneer in the country Boost Holdings Sdn Bhd has rebranded the fintech arm as Boost.
The rebranded Boost will unify all the fintech services under its portfolio which includes payment services, alternative lending, digital insurance, content services and merchant solutions under one roof. This exercise could pave the way for the brand to extend its tentacles into the region with this single catchy name.
Taking on this role will be newly appointed CEO Sheyantha Abeykoon who takes over from Khairil has a track record of business leadership roles in venture building, investing, fintech and e-commerce. Abeykoon is looking at expanding Boost’s reach to the underserved and unserved via a larger platform, including digital banking. The rebranding involves the streamlining of its products and services into Boost Life- the Boost e-wallet business which originated the brand and is focused on consumer lifestyle offerings such as online and offline retail payments, bill settlement, insurance, and transportation use cases.
Boost Biz The merchant business which was incubated as part of the e-wallet business which is now carved out to offer standalone merchant solutions such as payments and wallet. Boost Credit (Formerly Aspirasi) which housed the Micro-Financing business and is a pioneering Digital Alternative financier in Malaysia and Indonesia.
And Boost Connect (Formerly Apigate) a predominantly payment facilitation business that aggregated and distributed content via a seamless API platform.
