Bir ecosystem

Bir is the Caucasus’ first fully integrated banking, payments and e-commerce ecosystem, built to make digital services part of everyday life in Azerbaijan. Launched in 2025, the business brings together leading platforms across banking, payments, cash-to-digital infrastructure and online retail. It is backed by PASHA Holding, one of the region’s largest private investment groups, with around $13.7 billion in total assets and operations across Azerbaijan, Turkey, Georgia and Montenegro.

Azerbaijan is an energy-rich South Caucasus hub at the crossroads of Europe and Asia, now using that strength to accelerate its shift towards a more digital, innovation-led economy and position itself on the emerging Digital Silk Road. With a young, connected population but still-low penetration in consumer finance and e-commerce, it is a market with clear room for growth.