From Fuel Payments to an Integrated Mobility Ecosystem
When PETRONAS Dagangan Berhad (PDB) launched Setel in 2018, it marked more than just an introduction of another mobile app to the market. It was a homegrown innovation, developed by Malaysians for Malaysians, built to solve a distinct local challenge, the time-consuming, often inconvenient experience of refuelling. For decades, long queues at the pump, congestion during peak hours, and manual payment processes were part of daily life for millions of motorists.
From the very beginning, Setel has carried the spirit of local innovation, built by Malaysians for Malaysians. What started as a bold idea has grown into a platform driven by passionate young talents working to simplify journeys, solve challenges, and reduce friction for every Malaysian motorist.
In line with CEO Abdullah Ayman Awaluddin’s vision, Setel places its people, the Setelnators, at the very heart of everything it does. Ayman strongly believes that culture is paramount; by creating the right environment, Setelnators can unlock their full potential. The company has become a launchpad for young Malaysian engineers and tech talent, offering them a platform to innovate, learn, and thrive. Many who have grown through Setel’s ecosystem are now highly sought-after, even on a global scale, underscoring the quality of local talent. For Ayman, the goal is clear: by investing in Setelnators, he ensures they unlock their potential to fuel both Setel’s growth and the nation’s digital future.
Setel CEO : Abdullah Ayman Awaluddin
Building on the people-first foundation, Setel was designed to redefine mobility by delivering a seamless, secure, and rewarding experience that integrates effortlessly into the way Malaysians live, work, and travel. As the nation’s digital economy continued to evolve, PDB recognised the opportunity to harness mobile technology, leverage data-driven insights, and capitalise on its extensive retail network to create an innovative solution with the scale and agility to serve customers nationwide.
Laying the Foundations: Fuel First, Convenience Always
In its early phase, Setel concentrated on one core objective, simplifying fuel payments at PETRONAS stations. By enabling secure cashless transactions directly through a mobile device, it eliminated the need for motorists to queue twice: once for fuel, and again to make payment in store.
Setelnators with CEO Abdullah Ayman Awaluddin during a companywide town hall
Leveraging geolocation tech, a simple user interface, bringing together integration between payment and loyalty brought tangible benefits, reducing waiting times, better traffic flow at stations, and lower vehicle idling, supporting operational efficiency and digital receipt usage for environmental goals. Setel sets a new standard for customer convenience in Malaysia’s fuel retail sector.
From this foundation, Setel’s evolution accelerated, and it continues to progress with features addressing real mobility needs based on customer feedback and behavioural patterns. Today, it ranks among the Top 10 eWallets in Malaysia with over 9 million users and growing and is recognised as the leading payment platform in the fuel retail space.
From Fuel to a Full-Service Mobility Platform
Setel’s transformation into a comprehensive mobility ecosystem has been driven by an understanding that modern motorists expect more than just fuel at the pump. The platform now integrates a range of services that allow users to manage different aspects of their journey from one place:
Parking payments through License Plate Recognition (LPR)
Road tax renewal and auto insurance coverage
24-hour auto assistance for roadside emergencies
Setel Open Wallet and DuitNow QR for universal retail payments
EV charging in partnership with Gentari
Retail purchases from PETRONAS Shop
Café Mesra Pick-up for pre-ordered F&B
PETRONAS AutoExpert car service bookings
All these services are linked to Mesra Rewards, enabling users to earn and redeem points across transactions, from fuel to food to vehicle maintenance. The holistic integration also supports more efficient expense tracking and account management.
With over 2.6 million merchant base, Setel users can also enjoy eWallet features and DuitNow QR payments all within the app.
One-Tap Fuelling: A Flagship Malaysian Innovation
In 2022, Setel introduced its flagship feature, One-tap Fuelling, the first of its kind in Malaysia. This innovation reduces the fuelling process from five steps to just one. After a quick one-time setup, motorists can activate the pump, refuel, and pay with a single tap, choosing either preset amounts, specific litre volumes, or filling the tank completely.
This streamlined process has had a measurable impact. At the station level, it increases pump turnover, shortens queues, and improves service flow during high-traffic periods. For users, it delivers speed, safety, and control, in line with rising consumer demand for frictionless, contactless transactions.
Payments can be made from a linked bank card or the Setel Wallet, giving flexibility to different user preferences. The feature is now a core differentiator for Setel, in the industry.
Expanding Access: Setel Lite and Family Wallet
Inclusivity has been a central part of Setel’s growth philosophy. In 2023, the company launched Setel Lite, a streamlined version of the app designed for users with older devices, slower internet connections, or limited data capacity.
With a small download size, compatible with Android 4.4 and above, and reliable performance even on EDGE, 2G, or 3G networks, Setel Lite ensures more Malaysians, especially those in rural or underserved areas can benefit from cashless fuelling. The app features larger fonts and simplified navigation, making it more accessible to elderly users and those less familiar with digital services.
Key functions such as Family Wallet enable shared funds for fuel payments, helping families manage expenses collectively and support older relatives. The inclusion of digital receipts adds an eco-friendly element while maintaining transaction transparency.
Strategic Collaboration with TNG Digital
In June 2025, Setel took another step in expanding its accessibility through a strategic partnership with TNG Digital. This collaboration enables TNG eWallet users to fuel and pay directly at the pump at more than 1,000 PETRONAS stations nationwide using their eWallet.
By embedding Setel’s proprietary pump-and-pay technology into one of Malaysia’s most widely used eWallets, the partnership removes adoption barriers for millions of motorists who may not have the Setel app. It also creates a bridge between digital ecosystems, giving users more choices.
Delivering National Impact
Setel’s integrated approach has implications beyond individual convenience. By reducing dependence on cash, shortening transaction times, and lowering fuel wastage from idling vehicles, it supports Malaysia’s broader digitalisation and sustainability agendas.
For PETRONAS, it strengthens the value of its nationwide network, deepens customer engagement through a single loyalty and payment touchpoint, and positions its retail arm at the forefront of mobility innovation in the region.
The platform’s expansion into EV charging, roadside assistance, and digital insurance aligns with the country’s long-term shift towards cleaner energy, smarter transport, and more connected infrastructure. In doing so, Setel is not just adapting to industry changes, it is helping to shape them.
Made in Malaysia, For Malaysians
As Malaysia marks its progress in becoming a digitally empowered nation, Setel stands as a prime example of how local innovation can create meaningful change at scale. Conceived, developed, and continuously improved by Malaysians, it reflects an understanding of local needs, cultural nuances, and market realities that foreign-built solutions often overlook.
From urban commuters in Kuala Lumpur to small-town drivers in Sabah and Sarawak, from the northern states of Penang and Kedah to the southern tip of Johor, Setel’s commitment to accessibility ensures that its benefits are felt nationwide. As it continues to evolve, its mission remains clear, to make every journey whether for fuel, food, or vehicle services faster, easier, and more connected for all Malaysians.
Evolution of Setel Homepage
Setel app features
Setel Mobility Features
Setel Pay Features