Singapore fintech company Aleta, formerly known as Aleta Planet, partnered with Visa to offer small and medium-sized enterprises (SMEs) the ability to issue their own Visa-branded debit cards starting June 19, 2026 [1, 2, 3].
Aleta acts as a backend provider, handling compliance, technology, and legal support for SMEs issuing these branded cards [2, 3]. As a principal member of Visa, Aleta sponsors or "lends" its Visa Bank Identification Number (BIN) to SMEs, allowing them to issue cards without needing to apply for bank or payment service licenses [2, 3].
This service allows smaller businesses to create white-labelled cards featuring their own logos and branding, a capability previously limited to large corporations [2, 3]. SMEs can tailor rewards programs and service add-ons using Aleta’s technology while Aleta manages all operational and regulatory aspects [2, 3]. Ryan Gwee, founder and group chairman of Aleta, said, "BIN sponsorship is a very quick way to get a co-branded card to the market" [2, 3]. Time to market for a co-branded or white-labelled Visa card can be as short as two weeks [1, 2, 3].
In addition to branding control, SMEs benefit financially by generating new revenue from interchange fees and foreign exchange spreads linked to their BIN sponsorship [2, 3].
Aleta launched a collaboration with Sanrio to offer limited edition Visa cards featuring characters like Cinnamoroll, Hello Kitty, and Kuromi targeting families and young consumers [1]. The first Cinnamoroll card batch includes 9,000 physical and virtual cards, with applications opening June 22, 2026, through the Aleta Adventure app [1]. Smile-shaped Hello Kitty cards will launch in August 2026 and Kuromi cards in November 2026, each with three designs and unique serial-numbered physical cards [1].
The one-time fee for applying for an Aleta Sanrio co-branded Visa card is SGD 18. Additional supplementary cards cost SGD 10 each. Parents can apply for up to three supplementary cards for children, with in-app spending monitoring [1].
