Truely lets travellers stay connected with unlimited eSIM data

The startup ensures that visitors always get the fastest and strongest signal.

Truely, a Singapore-based startup, is improving global connectivity for frequent travellers by offering a single eSIM with access to a network of about 700 partner providers.

“What sets us apart is that our eSIM only needs to be installed once and can be managed entirely through our app,” Simon Landsheer, co-founder and CEO at Truely, told Singapore Business Review.

“Our service is designed primarily for frequent travellers — they simply keep our app on their phone, and every time they visit a new country, they can access local internet at local rates directly through the app,” he added.

Landsheer noted that before eSIMS became popular, travellers had to get into a queue to buy a local physical SIM card upon arrival at a foreign destination. Now, they can buy an eSIM online and install it from anywhere in the world, as long as the phone hardware supports the tech.

Users can select and pay for their preferred data plan through a website at local provider rates. The seller then emails a QR code that lets them install the eSIM on the phone.

Truely mainly targets travellers staying abroad for extended periods, typically 20 to 30 days, including business travellers, global backpackers, and vacationing families. The eSIM also supports hotspots and tethering.

"With our service, they just have our app in their pocket, and every time they travel to another country, they can access local internet at local rates through the app,” Landsheer said. “Our customers also receive a reminder when they are running low on data, prompting them to top up through the app by purchasing another data pack.”

Truely has partnered with one or two local providers in each country to ensure travellers always get the fastest and strongest signal.

"In our first year of development, we had a lot of catching up to do,” Landsheer said. “There are great competitors out there with strong branding and a solid set of features, so we had to reach parity with them in terms of functionality, and craft a better experience."

The startup is developing a new business model that lets users buy unlimited connectivity for a number of days.

Landsheer said most market rivals are still selling data by the gigabyte and asking users how much they would need when traveling. “But we’ve realized that many people have no idea how much data they use, making it a difficult question to answer. Some choose the smallest plan — one gigabyte — while others opt for the largest — 20 gigabytes — just to avoid running out,” he pointed out. Truely will soon only ask it's users how many days they are traveling and provide unlimited data.

“So we decided to make it unlimited because, ultimately, we already know the average data usage, and we can price it accordingly. In the next few months, I can see us pulling ahead with some new features mainly focused on convenience and pricing,” he added.

Landsheer said Truely plans to offer a simple daily rate for internet access when traveling abroad with a fixed, affordable price.

“On top of that, we’re introducing additional services relevant to travellers, such as travel insurance and virtual phone numbers, which are especially useful for digital nomads,” he said. “This way, they can avoid paying another provider for a separate SIM card.”