EZ-Link Undergoes Rebranding, Unveils Refreshed Logo and E-Wallet App

EZ-Link Undergoes Rebranding, Unveils Refreshed Logo and E-Wallet App

by November 24, 2020

EZ-Link, a contactless smart card used for the payment of public transportation fares in Singapore, has unveiled its enhanced mobile EZ-Link Wallet as part of its rebranding exercise.

The enhancement was announced as a part of its new brand direction, where it has adopted a new logo and refreshed its corporate website and EZ-Link app.

They said that this new visual identity reflects their “renewed focus on digital transformation”, while still “maintaining key elements that have become strongly associated with the brand”.

EZ Link’s new and existing products will be housed under three sub-brands, EZ-Link Rewards, EZ Link Wallet and EZ-Link Motoring (formally known as EZ-Pay), to better differentiate their offerings.

More enhancements to the EZ-Link app and wallet are underway to further streamline and enhance customers’ mobile experience.

This includes an EZ-Link Motoring feature that will allow users to transact ERP and parking payments via the EZ-Link Wallet, which will be announced at a later date.

Nicholas Lee, Chief Executive Officer, EZ-Link

Nicholas Lee

“For the past 18 years, EZ-Link has been a trusted local brand and an integral part of many Singaporean’s daily lives. However, a lot has changed since we launched the first EZ-Link card almost two decades ago. Consumers’ lifestyles have evolved and the world is set on its path to a digital future,”

said Mr. Nicholas Lee, Chief Executive Officer, EZ-Link.

“Alongside Singapore’s Smart Nation aspirations, we must also strengthen our digital ecosystem to serve Singaporeans beyond transportation. Our upgraded EZ-Link Wallet is a part of this ongoing effort, and we’re looking forward to introducing more initiatives over time.”

Introduced at the start of this year, the EZ-Link Wallet can be accessed and activated via the EZ Link app, which is available on Apple’s App Store, Google Play Store and Huawei AppGallery.

The wallet can be used at local merchants that accept e-payments via the Singapore Quick Response Code (SGQR), Singapore’s unified QR label. Currently, more than 1,000 merchants, ranging from retail stores to hawker centers, accept payment via the EZ-Link Wallet. To date, almost 70 percent of wallet users use the wallet for payments at various hawker stalls.

With its latest upgrade, Android and iOS users can now top-up their EZ-Link cards anytime and on the go via the EZ-Link Wallet, and receive direct cashback and reward credits in their accounts when they spend with the EZ-Link Wallet.

Launched in 2018, the EZ-Link App has seen over 1.2 million downloads to date. Active app users is said to have increased by close to 70 percent over the years to 232,400 in 2019, up from 138,800 in 2018.