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
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
2
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.