EZ-Link Pte Ltd, pioneer of contactless payments in Singapore, today announced its new brand direction, 'For Life's Little Wins', to underscore the brand's mission of eliminating hassle and enabling possibilities for customers in the little moments across their daily life.

To kick off this brand refresh, EZ-Link has unveiled its enhanced mobile EZ-Link Wallet designed to bring greater convenience and rewards to users.

Aligned with Singapore's Smart Nation aspirations, this move is part of EZ-Link's ongoing strategy of building its ecosystem of digital services to better serve consumers in their daily lives.

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 the Apple App Store, Google Play Store and Huawei AppGallery.

The EZ-Link Wallet can be used at local merchants that accept e-payments via the Singapore Quick Response Code, Singapore's unified QR label.

Currently, more than 1,000 merchants, ranging from retail stores to hawker centres, accept payment via the EZ-Link Wallet. They can be identified by the display of a SGQR label. To date, almost 70 per cent of wallet users are using the wallet for payments at various hawker stalls.

Integrated with the EZ-Link Rewards programme, the EZ-Link Wallet also offers users a new avenue to earn and accumulate points that can be redeemed for benefits from over 200 EZ-Link Rewards merchants. Similar to EZ-Link card transactions, every $0.10 spent on the EZ-Link Wallet will earn one point.

With its latest upgrade, the EZ-Link Wallet delivers a more seamless and rewarding experience for users' transport and retail transactions.

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.

As part of the rebranding, EZ-Link has adopted a new logo and refreshed its corporate website and EZ-Link App. This new visual identity reflects the 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 the offerings.

More enhancements to the EZ-Link App and Wallet are underway to further streamline and enhance the customer 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.

This article was first published in sgCarMart.