mTasku

Business Profile

Core Value Proposition

mTasku provides a universal mobile wallet that lets users pay in-store and online, ride public transport, and use a digital ID while managing loyalty cards, bank cards, gift cards, e-receipts, and donations all in one app.

Target Customer

Estonian consumers who want to consolidate payment, loyalty, and ID-related cards on their phone; merchants wanting a digital wallet for payments and loyalty; public transit riders; parents managing underage usage of digital payments.

Key Differentiator

Integrates payment cards, loyalty/clidendkaardid, e-receipts, gift cards, donations, and a transport card (Ühiskaart) into a single app with NFC-based payments and a secure authentication flow, including NFC SIM-based transport card support and offline validation for some functions.

Implementation Timeline

Users can add cards with a few taps in the app; some setup steps (like NFC SIM activation for Ühiskaart) may require carrier or provider actions and can take a few minutes; core functionality works once the app is installed and authenticated

Pain Points

1Carrying multiple physical cards (payment, loyalty, gift) and needing to search wallets for the right card
2Manual cash/register processes and paper receipts slowing down checkout
3Fragmented payment experiences across in-store, online, and transport channels

Key Features

1Add and manage Visa/Mastercard online payments within the app
2Pay by QR code or NFC at checkout
3Digital loyalty and gift cards in one place
4Electronic receipts (e-kviitung) and the ability to export PDF receipts
5Donations via an in-app donation platform (Heategevus) with multiple funding options
6Digital Ühiskaart transport card integration (requires NFC SIM and specific carriers)
7Alaealise usage workflow with parental approval via Smart-ID, Mobile-ID, or bank login
8Kinkekaardid (gift cards) management and use in-store
9Offline validation support for Ühiskaart when internet is unavailable

Target Customer Industries

Decision Makers

1Alexela IT arendusjuht
2BB Finance Group turundusjuht

Client Results

1Faster checkout experiences (kassaläbimine imekiirelt) and reduced need for carrying physical cards
2Significant adoption of the Kodukaart in mTasku (around 7,600 clients mentioned in one testimonial)
3Consolidation of loyalty, payments, and receipts into a single digital wallet

Competitive Advantages

1Plastic-free wallet and reduced risk of losing physical cards
2Secure payments requiring app open and authentication
3Unified view of transactions and receipts with easy export
4Cross-channel usability (in-store, online, and transport) and fast checkout
5NFC-based Ühiskaart support and offline validation where applicable

Key Benefits

1Plastic-free, consolidated digital wallet

2Faster and smoother checkout

3Secure payments with app-level authentication

4Digital receipts and easy sharing/export

5Integrated loyalty, gift cards, and donations

6Transport card integration (Ühiskaart) with NFC SIM

7Offline usability for certain functions

Case Studies & Success Stories

Alexela Kodukaardi adoption via mTasku

Case #1

mTasku integrates Kodukaardi discounts, payment solution, receipts, and gift card delivery, enabling fast payments at fuel and service stations; noted adoption of around 7,600 clients in the cited testimonial

BB Finance Group testimonial

Case #2

Marketing leader praises the app for fast cashier checkout and the convenience of having receipts in the phone, reducing the need for physical cards

Additional Product Information

Product Description

A universal mobile wallet that enables card payments (Visa/Mastercard), loyalty cards, gift cards, e-receipts, donations, and, where supported, transport card functions (Ühiskaart) via NFC. It supports in-store, online, and transport use-cases and emphasizes security and digital convenience.

Target Market

End users in Estonia seeking a single digital wallet for payments, loyalty, and receipts; merchants and retail partners adopting mTasku for digital payments; public transport providers offering digital card validation; families and underage users with parental controls

Unique Value Proposition

One app to replace multiple plastic cards with secure, fast, NFC-based payments, loyalty, receipts, donation options, gift cards, and transport card integration, supported by modern authentication and NFC SIM technology for transport use.

Technical Requirements

mTasku app installation; user authentication via Mobiil-ID, Smart-ID, or bank login; mobile data-enabled device; for Ühiskaart: NFC SIM card (Telia), Android 5.0+ with NFC, and compatible devices; after device or SIM changes, re-adding cards may be necessary

Pricing Model

Free app; no specific pricing details for usage are provided in the content

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