Singapore Finternet pioneer backs global cycling showcase, spotlighting trust, financial literacy, and inclusive growth across Asia and Africa
SINGAPORE, 12 September 2025 – Less than 18 months after its founding on 25 April 2024, Embed Financial Group Holdings (EFGH) has claimed the naming rights to one of the world’s most prestigious cycling events, becoming Title Sponsor of the Tour de France Singapore Criterium.
The event, to be held on 1–2 November 2025, will now carry the name Tour de France EFGH Singapore Criterium 2025.
For a company just over a year old, this is more than a marketing move. It is a bold entrance onto the global stage.
From Singapore Start-Up to Global Spotlight
EFGH is not a typical fintech. It calls itself a Finternet company, building the financial internet of insurance, credit, payments, and remittances.
Unlike app-driven fintechs, EFGH builds the infrastructure, the digital plumbing that lets entire systems connect and scale.
In just over a year, the company has extended its reach beyond Singapore to markets across Asia and Africa.
Today it is active in Indonesia, Nigeria, South Africa, Ghana, the Democratic Republic of the Congo, Botswana, and Zimbabwe, where it partners with local institutions to embed insurance, micro-credit, payments, and financial literacy programmes that help communities build security and opportunity.
Why the Tour de France Singapore Criterium?
The Singapore Criterium has become a high-profile showcase:
- More than 30,000 spectators in 2024, mostly free access at the Padang
- 61 broadcasters across 190 territories
- 74.5 million global reach and US$48 million media value
For EFGH, aligning with this platform is about more than visibility. It is about signalling its values.
“The Tour de France EFGH Singapore Criterium is about riders pushing limits together. At EFGH, we are building the same thing in finance, an open road where everyone, from a shopkeeper in Jakarta to a remittance worker in Cape Town, can ride with trust and confidence,” said Dennis Ng, Executive Chairman of EFGH.
Agnes Goh, Managing Director of Evoke Exp, organiser of the Singapore Criterium, added: “Together with the Singapore Tourism Board, Amaury Sport Organisation, and EFGH, we are shaping a platform that blends world-class sport with community and business impact.”
Grassroots and Community Impact
Beyond the elite race, the Tour de France EFGH Singapore Criterium is also about community.
EFGH supports expanded formats such as À l’Attaque (team time trials, women’s and masters’ races, foldie sprints) and the Anywheel Community Cycle, which give everyday Singaporeans a chance to ride the same circuit as the pros.
This commitment mirrors EFGH’s own mission: to make finance not only global and professional, but also accessible and community-driven.
About EFGH
EFGH is a Singapore-based Finternet company that is building the financial internet of protection, credit, and digital infrastructure across Asia and Africa to help underinsured and underprivileged communities build security and opportunity.
You may find out more about Tour De France EFGH Singapore Criterium here.
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