About Truely

Our Story

Why Simon Built Truely

Simon Landsheer spent three years as a regional sales director at a Singapore-based logistics firm, flying between Southeast Asia, Germany, and the US on a monthly rotation. Each trip started with the same ritual: buying a local SIM at the airport, fighting with activation settings, and hoping it would still work by the time he reached the hotel.

In early 2022, Simon arrived in Frankfurt and found his purchased SIM had a network fault. He spent two hours on the phone with a carrier hotline, conducting a sales call over hotel Wi-Fi. He missed the call. He lost the account. The total value of that roaming failure: roughly $180,000 in annual contract revenue — all because a SIM didn't activate correctly.

He started researching eSIM technology that same week. The existing products either had throttled data, limited coverage, or required technical knowledge to set up. Simon founded Truely in 2023 to fix all three. The team now numbers 14 people, with carrier partnerships live across 100+ countries and $2.8M in seed funding behind the platform.

Business traveler checking phone at international airport terminal

Backed By

1982 Ventures

$2.8M

Seed Round

1982 Ventures invested in Truely's Seed Round in late 2023. The Singapore-based fund focuses on fintech and enterprise AI companies across Southeast Asia, with a portfolio that spans payments infrastructure, digital lending, and B2B data platforms. The investment accelerated Truely's carrier partnership negotiations across APAC and funded the build-out of the API platform for travel businesses.

What We Believe

Four principles that shape how we build

Reliability over Features

A travel SIM that works 99% of the time is worse than useless when you need it most. We prioritize carrier agreement quality and network redundancy over adding new destinations we can't back with proper infrastructure.

Transparent Pricing

No pay-per-MB overages. No surprise charges when you land. The price you see at checkout is the price you pay. We think the travel industry's pricing practices are broken, and we built our billing model to demonstrate that alternative.

Time Is Not Negotiable

Travelers don't have time to troubleshoot. Our two-minute QR delivery target and under-ten-minute support response time are hard service commitments, not aspirational metrics. We staff support around the clock to keep them.

Build for Developers Too

Travel agencies and booking platforms should be able to offer eSIMs as easily as they add baggage insurance. Our REST API is designed for engineers who want to integrate eSIM issuance without reading a 200-page carrier specification.