SoCash leans into B2B e-payments with dethroning of cash as king
Fintech startup will be up against incumbent e-payments enablers; hopes to stand out with bundling strategy
WED, JAN 19, 2022 - 5:50 AM
SHARANYA PILLAI
5 -min read
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SoCash chief Hari Sivan sees the upcoming launch of South-east Asian digibanks as a potential catalyst. He reckons that SoCash's merchants can act as physical touchpoints for digibanks - for activities such as cash deposits and sign-ups.PHOTO: SOCASH
Singapore
PIVOTS, pivots and pivots - that is how SoCash chief Hari Sivan describes how the past two years have been. The startup made headlines a few years back with its model of turning even mamak shops into cash withdrawal points, a cheaper alternative to ATMs for banks. But this vision has run into challenges.
"I'll be honest - it's been extremely tough for us," Sivan told The Business Times. "When we started SoCash, the premise was distribution needs to change - the ATMs, branches. From 2017 to 2019, we built the platform and the network. And then suddenly, in early 2020, the whole world went into lockdown."
ATM withdrawals fell by 20 per cent in Singapore that year and DBS saw a 28 per cent plunge in cash use. Meanwhile, cashless payments accelerated, with PayNow transactions doubling to S$22 billion in 2020. The thesis that cash is king didn't seem certain anymore.
Founded in 2015, SoCash runs an app that allows consumers to transfer money to a merchant, so that they can withdraw or deposit cash from the outlet. It is focused on Singapore, Malaysia and Indonesia. The startup has over 30,000 merchants on the cash distribution network, with some 2,000 in Singapore.
Under its business model, whenever a bank is onboarded, the startup charges a licence fee and integration fee, which can be one-off or recurring; clients usually opt for the latter. SoCash also earns from transaction fees. It shares a cut of the fee with merchants for every transaction.
According to regulatory filings, SoCash recorded a S$3.9 million net loss against S$477,824 in revenue in FY2020 ended September, down 35.8 per cent from the previous year.
Of the revenue, about S$211,500 was integration fee income, and over S$130,000 each in commission fee income and licence fee income. The startup also posted about S$366,360 in other income, mainly in government grants.
By late-2020, Sivan was convinced SoCash had to change tactics. "The first thing we did was to change our focus from traditional banks, whom we were selling our platform to, and then change our business model to focus on the merchants," he said.
While SoCash is still retaining its cash distribution business, it has added what Sivan dubs a "merchant-acquiring business" - providing brick-and-mortar outlets with a merchant app to accept various forms of e-payments.
SoCash's solution supports payments made via e-wallets GrabPay and ShopeePay, as well as apps that are linked to PayNow and QRIS, the standardised QR code for e-payments in Indonesia.
Sivan declined to disclose how many merchants are using the e-payments solution currently.
"The idea really, is to create a no-hardware network. It is super important in countries like Malaysia and Indonesia, where the cost of a (payments) device may not be affordable for merchants. You convert your smartphone, just like many of the other merchant services, to accept payments, process payments and deliver banking services," he said.
This business is not new and could be tough for a fresh entrant. Established competitors include Fomo Pay, which enables a wide range of digital payments, and UOB mCollect, which allows businesses to collect payments made through PayNow.
Asked how SoCash will stand out, Sivan said that it is bundling the cash distribution product with the e-payments service - such that a merchant's earnings from SoCash could subsidise what they pay the startup for e-payments.
SoCash is also offering credit products to its merchant network sourced from lenders - both banks and non-banks - at a preferential pricing. This is a common strategy among fintechs targeting SMEs in recent years.
While the past few years have been tough, Sivan sees the upcoming launch of South-east Asian digibanks as a potential catalyst. He reckons that SoCash's merchants can act as physical touchpoints for digibanks - for activities such as cash deposits and sign-ups.
SoCash is now in discussions with 2 of the 3 upcoming consumer-focused digibanks, Sivan said, declining to reveal further details.
There are 2 digital full banks set to launch in Singapore - GXS Bank by Grab and Singtel and another to be operated by Sea. In addition, Standard Chartered and NTUC Enterprise are launching a digital-only bank.
Separately, SoCash is exploring cross-border payments. The startup is in a sandbox by the Reserve Bank of India. Its proposal is aimed at tourists, facilitating cross-border retail merchant payments and cash withdrawal at select outlets in India and Singapore.
SoCash is also in the midst of securing a payments licence in Japan, although hiring there has been tough.
While these plans are in the works, Sivan acknowledges that there has been significant cost-cutting. Headcount has gone down from about 54 last year to 46 now due to attrition. Except for specialist roles, those who left had their work reallocated instead of being replaced.
Asked about M&A opportunities, Sivan said that SoCash has had some conversations around this, but there is nothing concrete at this point.
It previously raised US$6.4 million in Series A funding in 2018 from Vertex Ventures, SPH Ventures, the venture arm of Singapore Press Holdings, and K3 Ventures, which is linked to the Kuok family.
A year later, it raised US$6 million in Series B funds from Japanese cash processing machine maker Glory, Vertex Ventures and Standard Chartered's investment arm SC Ventures. The startup has not raised funding since then.
"We are always looking for fundraising, but we wanted to do that once our pivots are over. We would be looking at a fundraise probably in April, once all our engines are firing," said Sivan.
Source
https://www.businesstimes.com.sg/ga...2b-e-payments-with-dethroning-of-cash-as-king