Launch of Caddypay Easy Payment Service in July 2021
Currently Successfully Implemented in Systems of 32 Golf Courses Nationwide
"Service Provided to 6 Million Golfers and 40,000 Caddies"
"I will take the lead and make a change."
This is the ambition of Lim Si-a, CEO of Green Jacket. She is a 'startup pioneer' leading the market with a new caddie fee payment service using mobile phones. In an interview with Asia Economy on the 24th, CEO Lim said, "I couldn't understand why a 1,000 won Yakult can be paid by card, but caddie fees had to be paid in cash." She explained, "We made it possible to easily pay caddie fees by simply downloading the application." She added, "We are just at the beginning stage," promising, "We will continue to introduce systems that make it more convenient for customers to enjoy their rounds."
CEO Lim started her career as a designer at Samsung's advertising agency. Later, she developed an interest in golf and held executive positions in golf equipment, fashion, and screen golf. In 2009, she founded the sports marketing company 'Thecia,' and in 2017, she served as the head of the Korean branch of Pacific Links Korea. Since 2021, she has been fully committed to the Green Jacket service.
Imsia Green Jacket CEO is changing the domestic caddie fee cash payment culture by developing the Caddie Fee easy payment service app.
CEO Lim’s nickname is ‘Golf Beauty’ (a woman crazy about golf). She is a ‘golf enthusiast’ who averages scores in the 70s. She is skilled enough to propose betting golf games to tour players first. Her best score is even par. Lim emphasized, "My goal is to change 100 years of golf culture with Green Jacket." She smiled and added, "I also dream of holding an art exhibition and publishing a travelogue book after visiting the world’s top 100 courses."
Caddies are classified as special employment workers. Since they are not employees of golf courses, the front desk cannot accept credit card payments on their behalf. This is why the caddie fee market, worth 2 trillion won annually, has been cash-only for 100 years. CEO Lim worked hard to break the stereotype that caddie fees can only be paid in cash. After more than two years of preparation, she launched the simplified payment service company ‘Green Jacket’ in July 2021.
She focused on persuading the 40,000 caddies. With support from golf courses, she held caddie briefings and went door-to-door. She left at 1 a.m., explained one-on-one in caddie waiting rooms all day, and returned home at 11 p.m. Lim recalled, "At first, there was strong resistance from caddies on site about income exposure, so it was not easy," adding, "I emphasized the various benefits of card payments." The process accelerated in November 2021 when the National Tax Service mandated caddies to report their income.
Green Jacket is an app that enables easy payment of caddie fees using QR codes. The 6 million golfers no longer need to carry cash, and caddies are free from the risk of losing cash. Caddies can make credit card payments easily on mobile without registering as business operators. By signing up and pre-registering a credit card, payments can be completed within 2 seconds on the field. The market response has been positive. Thirty-two golf courses nationwide, including Woojeong Hills, La Vie Belle, Blackstone, Rexfield, Aden Hill, Seowon Valley, South Springs, Seolhaewon, and New Seoul, have joined the caddie fee card payment system.
The Green Jacket app was selected for KB Financial Group’s innovation startup support program ‘KB Starters’ due to its differentiated business model and technological capabilities. Green Jacket is partnering with KB Kookmin Card, KB Kookmin Bank, and KB Insurance to enhance payment convenience for golfers and provide financial welfare benefits for caddies. CEO Lim said, "Caddies have been excluded from financial services as special employment workers," adding, "Now they can receive various financial benefits."
At the same time, the government, aiming to establish a transparent transaction culture, is introducing policies to change the caddie market. Following the mandatory monthly income reporting for caddies, employment insurance and industrial accident insurance have been adopted. The simplified payment of caddie fees is naturally shifting from an option to a necessity.
CEO Lim has expanded the service area further. In addition to credit card payments for caddie fees, she has implemented large-scale app renewals including simple remittance, caddie fee gift certificates, cash verification services, and mobile participation games. For caddies, services such as finance, insurance, free tax consultations, and welfare are provided. CEO Lim stated, "Our goal is to promote Green Jacket services at all golf courses nationwide," and expressed her ambition, "We will develop and provide various contents to enhance convenience for golfers."
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