Setel
Building Setel’s fuel-payment app into a Malaysian super-app.
Setel
7
Engineers embedded with Setel's Conversion squad to own the top of the super-app's acquisition funnel — site, gift campaigns, and the tracking behind both.
Beyond
The Food Bank Programme rolled out across selected Petronas stations — Setel's first big step from fuel-payment app toward community super-app.
Setel is Malaysia’s first e-payment solution for fuel purchases, introduced by PETRONAS in 2018. Drivers tap to pay for fuel straight from their phone, and the refueling stop loses most of its friction in the process.
With the payment core in place, the company wanted to grow beyond it — a super-app for drivers, with deals, vouchers, and platform integrations sitting alongside pay-at-pump. Seven of our developers joined Setel’s engineering team focused on conversion: bringing new customers into the platform through the marketing site, gift campaigns, and the tracking that made those campaigns measurable.
Day-to-day we worked as part of Setel’s Conversion squad rather than a vendor across the table — shared sprints, shared dashboards, shared release calendar. The work was less about one big launch and more about steady ownership of the top of the funnel, from first ad-tap through to first fill-up.
Setel had one clear ask — keep refueling simple and friction-free — and three audiences pulling on the surface around it: drivers who wanted the daily-use side of the app, businesses who wanted to ride payments into customer engagement, and developers who needed to integrate. We focused on the conversion edge of that triangle: the public-facing Setel website, the gift and voucher campaigns that incentivized sign-up, and the marketing-tracking plumbing that let the team see which of those campaigns actually moved drivers into the app.
Underneath the marketing surface, we shipped on a microservices architecture so each part of the system could move on its own cadence without disturbing the payment core. React drove the responsive frontends, TypeScript with Nest.js gave the backend its structure, AWS-hosted services held the runtime, and a multi-stage QA pass — manual, regression, then automation, all tracked in Zephyr with Allure reports — kept the bar honest from one campaign to the next.
We worked as part of Setel's Conversion squad rather than a vendor adjacent to it — Slack for the day-to-day, Jira for sprint state, Confluence for the institutional memory, all glued by SWARM cycles where a small set of stories ran through the team together rather than splitting across solo branches. That shared rhythm is what made bigger non-payment launches possible: most notably The Food Bank Programme, a Petronas-station community initiative that turned the app into one of the on-the-ground touchpoints Malaysian drivers already used every week.
A few sentences about your team and what you're building is usually enough. We reply within three working days.