Bir Ecosystem, backed by PASHA Holding, is Azerbaijan’s pioneering and leading integrated digital ecosystem. Its mission goes beyond offering services; it embeds digital convenience into the daily lives of every citizen and family. The name “Bir,” meaning “One” in Azerbaijani, signifies a single ecosystem designed to unite and serve millions. Bir unifies essential physical and traditional consumer needs into one platform, driving the country’s digital transformation. Bir Ecosystem has fully digitalized three major categories: First, Financial and Banking Services. Traditional branch-based banking, cash handling, and paper-based loan applications have been transformed digitally. Birbank serves as the primary digital touchpoint for nearly five million customers, enabling account management, payments, and lending without branch visits or paperwork, increasing financial inclusion for previously unbanked populations. Second, Retail, E-commerce, and Payments. Conventional in-store retail, cash-on-delivery transactions, and fragmented payment systems are centralized. Bir integrates retail and payments through Birmarket, m10, and Trendyol Azerbaijan, enhancing user engagement and accelerating cashless adoption (projected to exceed $44 billion by 2030). Multi-service users are twenty times more likely to stay active than single-service users. Third, Urban Mobility and Transport. Physical cards, tickets, and top-up terminals have been digitized. Through partnerships with BakıKart and QR payments, Bir enables seamless public transport access, connecting finance, commerce, and movement within one framework for a continuous digital experience. Daily usage statistics demonstrate effectiveness: over 550,000 daily Birbank transactions, 80,000 m10 transfers, 10,000+ Umico.az orders, and 200 QR payments per minute on public transport. Each company under Bir is successful, but the ecosystem creates unique experiences: Bir ID unifies login and data management, Bir Bonus provides cross-platform rewards, and Bir Pay integrates various payment methods. As the first fully integrated ecosystem in the Caucasus, Bir delivers broad, secure, convenient, and innovative digital solutions. Unlike global models like Sber or Yandex, Bir was built as an ecosystem from the start, offering new opportunities to its users. 

Bir Ecosystem interconnects frequently used services, enhancing daily convenience. Users conduct financial operations via Birbank and m10, shop on Umico.az and Trendyol, and cover transport needs through BakıKart. Daily statistics — 550,000+ Birbank transactions, 80,000 m10 transfers, 10,000+ Umico.az orders, 200 QR payments/minute — confirm success. Bir ID, Bir Bonus, and Bir Pay provide synchronized data, loyalty rewards, and integrated payments. The ecosystem’s advantage is synergistic operation, delivering a unified, convenient, and cost-effective digital experience.