The oil retail sector is shifting at pace, and Wisey offers a clear glimpse of what’s to come. With unique fuelling stations and a fully digital customer journey, refuelling with Wisey becomes fast, predictable, and frictionless.
In partnership with Cloudics, Wisey has stripped away the complexity of traditional gas stations to create something simpler, more cost-efficient, and built around real customer behaviour.
Wisey is a next-generation fuel retail company founded by entrepreneur Giorgi Devadze, former CEO of Gulf Georgia, the country’s oil titan.
Wisey’s innovation comes from rethinking how existing technology is applied, taking familiar systems and simplifying them to improve the user experience.
The idea is straightforward: if no one’s ever excited to stop for fuel, why design an entire experience around this moment? Instead of improving on the existing model, Wisey redesigns it altogether, combining all features of a traditional gas station in a single infrastructural unit and shifting as much as possible into the digital space.
The result is a new generation of gas stations, powered by the Cloudics platform developed by Astro Baltics.
Georgia serves as the pilot market for Wisey, with the initial prototype in Rustavi and a later rollout in Kutaisi, intentionally moving beyond the capital. Today, five stations serve early adopters, with more in development.
Despite the challenges of the local oil sector, Wisey is preparing to expand into Armenia and Uzbekistan. The long-term ambition is a global network of digital-first stations delivering quality fuel at a fair price.
While oil retail has evolved, its foundations haven’t. As supermarket chains entered the market in the early 2000s, selling fuel at low margins to drive footfall, traditional operators were forced to adapt. Costs were cut, sites were franchised, and “self-service” stations became more common.
But in reality, very little changed. These stations may operate without staff, but they still depend on large plots, underground tanks, complex piping systems, and auxiliary buildings. The model became leaner, but not simpler as the infrastructure remained expensive to build, maintain, and scale.
These legacy requirements continue to drive up CAPEX, slow expansion, and anchor the industry to an outdated retail model. And ultimately, those costs are passed on to customers. Wisey’s founders recognised this disconnect, reframing the problem and setting the direction for everything that followed.
Wisey asks a simple question: “what is actually essential to deliver fuel?”, and removes all excess.
Each station is delivered as a fully prefabricated unit, with everything needed for refuelling built into a single compact structure. Tanks, dispensers, and control systems are fully integrated, eliminating the need for underground piping, large foundations, or complex construction.
A typical Wisey station requires just a prepared surface of 200 m², power and data. The unit is then installed in days (instead of months with a more traditional setup), with minimal ongoing maintenance.
“Nothing extra, just fuel” is both the brand philosophy and the operating model: a focus on what’s essential, without compromise.
Cloudics provides a fully automated engine, covering everything from access and payments to centralised management, and eliminating the need for onsite personnel. By carefully adapting its mobile app for an international, mobile-first audience, Wisey has digitised the entire refuelling experience, creating a seamless, fully contactless journey.
“Thanks to Cloudics, refueling becomes the easiest part of the journey. That simplicity shaped our user experience, as well as how we communicate: Wisey is the easiest way to refuel.” – Ketevan Kavtaradze, Deputy CEO at Wisey
For the refuelling process, Wisey’s team has designed a simple approach for customers who want high-quality fuel at a fair price without the fuss. Wisey stations are exclusively accessible to Wisey digital card holders, with cards easily purchased in just a few clicks via the app.
Over time, that simplicity becomes something more valuable: insight. The membership model helps build stronger, longer-term relationships while stabilising demand and giving Wisey a clearer view of how the network should evolve. As customers move through the app, Wisey develops a deeper understanding of habits, location preferences and demand patterns, allowing for more efficient operations and a smoother, more responsive experience.
Combined with centralised management and remote monitoring, this allows for smarter decisions across the network, shaping communications around customer needs.
Every Wisey station operates within a centralised, cloud-based network. There are no on-site attendants, no buildings, and no unnecessary infrastructure. From stock levels to pricing to performance, everything is managed remotely.
This fully digital setup keeps the system simple, responsive, and easy to scale. The impact is immediate: lower operating costs and consistently competitive pricing for customers.
Customer support follows the same logic. Instead of traditional call centres, Wisey uses in-app digital support through the Cloudics platform, enabling faster, more direct communication.
While Cloudics supports a wide range of membership and loyalty models across energy and retail, Wisey applies these capabilities exclusively to fuel. The focus remains consistent: a streamlined, distraction-free refuelling experience.
The Cloudics platform provides the digital backbone of Wisey’s network, enabling automation, secure payments, and a seamless refuelling experience. It connects every part of the journey within a single, centralised system: mobile app to dispenser, transactions to reporting.
For operators, these tools offer a simple way to build a more predictable customer behaviour. Membership models and prepaid services can strengthen repeat visits, while centralised management allows networks to run multiple offerings across various locations from one place.
For Wisey, Cloudics provided a white-label solution that accelerated market entry and reduced development complexity, delivering a fast, reliable, and fully scalable experience from day one.
“With Cloudics, we have confidence that everything is working, and will keep working. That reliability is non-negotiable when your entire operation depends on the system.”
– Ketevan Kavtaradze, Deputy CEO at Wisey
Ketevan recalls how seamlessly Cloudics supported the launch of Wisey’s pilot station in Rustavi.
For the Cloudics team, Wisey is a clear example of what happens when simplicity and technology go hand in hand.
“Wisey is a great real-world example of how quickly businesses can move from idea to execution. They’ve built something focused and innovative that proves minimalism can be powerful,” added Aive Vool, Head of Retail at Cloudics.
Wisey is still at the start of its journey. With innovative stations, access-based model, and centralised infrastructure, the company is well-positioned to expand beyond Georgia.
As the brand expands its reach, the focus remains clear: delivering high-quality fuel at a fair price through a simple, fully digital experience. Faster, easier, and customer-first.
Cloudics continues to support that growth, building on a partnership defined by clarity, speed, and a shared vision.
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