Why Fiuu Walked Away from the Razer Brand

Eng Sheng Guan, CEO & Co-Founder, Fiuu

05-May-25 10:00

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In 2024, Razer Fintech rebranded to Fiuu, marking a bold new chapter for one of Malaysia’s largest B2B payment platforms. But why walk away from a globally recognized brand like Razer?

In this episode of Open For Business, Eng Sheng Guan, CEO and Co-Founder of Fiuu, shares the company’s 20-year journey, from pioneering e-commerce shopping carts in the early 2000s to processing over RM44 billion in transactions annually across eight markets today.

We explore the strategic rationale behind the rebrand, Fiuu’s growth from NetBuilder to MOLPay to Razer Fintech, and how the company is positioning itself against global giants like Stripe and Adyen.

He also unpacks Fiuu’s unique advantages, including custom infrastructure, high transaction success rates, and a cloud-driven scaling strategy, while shedding light on their future expansion plans into Indonesia, Singapore, and beyond.

With sights set on breaking into 9-figure USD revenue and navigating emerging trends like AI and seamless payments, Fiuu’s story offers insights into the evolving payments landscape in Southeast Asia.

Produced by: Roshan Kanesan, Carol Wong

Presented by: Roshan Kanesan

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Categories: technology, markets, economy, entrepreneurs

Tags: B2B payments, fintech, digital payments, rebranding, southeast asia,

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