← Embedded Finance Index 2026

Hoolah

“Can a regional BNPL brand absorb into a cashback super-app and survive as the embedded credit layer of Southeast Asian e-commerce?”

Founded2018
HQSingapore
Latest roundAcquired by ShopBack (Nov 2021, stock + cash, undisclosed terms)
IndustryFintech / Lending

The story

Hoolah was a Singapore-based BNPL provider offering pay-in-3 interest-free instalments across Singapore, Malaysia and Hong Kong. ShopBack acquired the company in November 2021 to add BNPL to its cashback platform. By mid-2022, hoolah was rebranded as ShopBack PayLater, and by November 2022 hoolah ceased taking new orders, fully absorbed into ShopBack. The hoolah brand is effectively wound down.

Last 12 months

2022-11

hoolah Consumer Portal retired; service fully migrated to ShopBack PayLater.

Product timeline

2018

Hoolah founded in Singapore as a Buy Now Pay Later (BNPL) platform offering 3 interest-free instalments.· banking

2020

Launched the hoolah mobile app extending BNPL to offline retail with ~40 brand partners.· pivot

2021

Acquired by ShopBack in November 2021 (stock + cash, undisclosed terms).· acquisition

2022

Launched ShopBack PayLater powered by hoolah in Singapore and Malaysia (12 July 2022).· pivot

2022

Stopped taking new orders on hoolah branded service; retired Consumer Portal on 30 November 2022 as capabilities folded into ShopBack PayLater.· pivot

Regulated entities

regulatory licences held by Hoolah

Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.

The stack

2 layers disclosed in Hoolah’s embedded-finance stack

Payments / PSP

hoolah BNPL (self-operated)ShopBack PayLater powered by hoolah (self-operated)

Lending

in the full report

Accounting gap: none

2 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.

Hoolah — frequently asked

Who is Hoolah's payment processor?

Hoolah processes payments through hoolah BNPL (self-operated) and ShopBack PayLater powered by hoolah (self-operated).

What is Hoolah's embedded finance stack?

The Embedded Finance Index 2026 maps 2 layers in Hoolah's stack: Payments / PSP (hoolah BNPL (self-operated) and ShopBack PayLater powered by hoolah (self-operated)); Lending (Pay in 3 interest-free instalments (consumer BNPL) and ShopBack PayLater powered by hoolah).

Where is Hoolah headquartered?

Hoolah is founded in 2018 and headquartered in Singapore.

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