Axiata Digital Rebrands Various Fintech Services To "Boost"
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Axiata Digital has announced that it is rebranding its fintech holding arm, Boost Holdings Sdn Bhd, to Boost – a homegrown digital brand that has been around since 2017.

Following this latest update, the relaunched Boost brand will see all fintech services unified under a single brand entity. This includes payment services, alternative lending, digital insurance, content services, and merchant solutions. Essentially, this move is expected to help Boost extend its comprehensive reach for both consumers and businesses in the region, as well as serve as another step forward to establish a Malaysian-based regional financial services powerhouse.

Through this rebranding exercise, Boost’s products and services will now be streamlined into four key pillars, each focusing on a specific function:

Boost LifeBoost e-wallet, focusing on consumer lifestyle offerings such as online and offline retail payments, bill settlement, insurance, and transportation use cases
Boost BizMerchant business (part of Boost e-wallet), focusing on standalone merchant solutions such as payments and wallet
Boost Credit (Formerly Aspirasi)Focusing on the micro-financing business, and is a pioneering digital alternative financier in Malaysia and Indonesia
Boost Connect (Formerly Apigate)Focusing on the payment facilitation business that aggregate and distribute content via a seamless application programming interface (API) platform

The new fintech arm Boost will be led by Sheyantha Abeykoon as the chief executive officer. Accordingly, he aims to bring Boost’s financial services to the unserved and underserved community through a larger platform, including digital banking.

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