SINGAPORE, 21 May 2026 - SimplyGo Pte. Ltd., the exclusive system integrator and acquirer for Singapore’s public transport ticketing and payments ecosystem, and Embed Financial Group Holdings Pte Ltd (“EFGH”) have entered into a Strategic Partnership Agreement to explore the co-development of an embedded micro-insurance platform within the SimplyGo app.
The partnership aims to make relevant micro-insurance products more accessible through digital fulfilment channels, allowing users to discover and access suitable protection options within a platform already used for everyday mobility.
Under the partnership, EFGH will support the design, development and implementation of embedded insurance capabilities, including digital product fulfilment and policy issuance. The initiative will bring together integrated payments, rewards and insurance features within the SimplyGo app.
The micro-insurance products are expected to be curated based on customer needs and usage contexts, with the objective of making protection simpler, more contextual and easier to access.
The insurance products are underwritten by MSIG Insurance (Singapore) Pte. Ltd. and further details on specific products and launch timelines will be shared at an appropriate stage
EFGH’s embedded infrastructure will support real-time policy issuance, premium payment collection and insurance connectivity within the SimplyGo app. Insurance facilitation and sale activities will be conducted exclusively by Embed Global Pte. Ltd., EFGH’s licensed general insurance affiliate.
SimplyGo’s role will be limited to marketing and making available access to the insurance products and related information through the app. SimplyGo will not act as an insurer, broker or insurance intermediary.
Dennis Ng, Executive Chairman and Global Chief Executive Officer of EFGH, said: “People increasingly expect useful services to appear naturally within the platforms they already use.
This partnership is about making protection easier to access, at the right moment, inside a journey that already exists.”
Tan Kim Hong, Chief Executive Officer of SimplyGo, said: “SimplyGo was built to make everyday commuting simpler and more convenient. As user needs evolve, we see opportunities to extend relevant value-added services that can be accessed seamlessly through our digital platform.”
The partnership reflects a broader shift towards bringing relevant financial services into daily-use digital platforms, allowing users to access protection, payments and related services in context, rather than through separate channels.
About Embed Financial Group Holdings
EFGH is a Singapore-headquartered digital financial infrastructure group that partners with governments, regulated financial institutions and enterprises to deploy embedded finance at scale. Its capabilities include programmable payments, embedded insurance, cross-border digital systems and blockchain-based trust infrastructure. EFGH operates via a B2B2C model across markets in Asia and Africa. EFGH has entered into a definitive business combination agreement with a U.S.-listed special purpose acquisition company, ahead of a proposed listing on a major U.S. exchange.
About SimplyGo
SimplyGo Pte. Ltd (SPL), a wholly owned subsidiary of the Land Transport Authority, provides transit ticketing and travel card services. As a key intermediary between commuters, regulators and public transport operators, SPL plays multiple roles - including agent for card issuers, transit acquirer, master load agent and manager of public transport schemes such as concession card schemes and Singapore Tourist Pass. Visit www.simplygo.com.sg for more information.
Media Contact
Eugene Leow
Global Chief of Communications
Embed Financial Group Holdings Pte Ltd
Email: eugene.leow@efgh.xyz
Phone: +65 98779801
Chua Jia Yu
Assistant Manager
SimplyGo Pte. Ltd
Email: chua_jia_yu@simplygo.com.sg
Mobile: +65 83223094
Share
