One of Southeast Asia’s lesser-known startups has come out from under the radar today after ShopBack, a cash back-focused e-commerce service, announced it has raised $25 million.

Founded in 2014, the Singapore-based startup helps users shop ‘smarter’ using a selection of curated deals and cash back offers through partner merchants across six countries in Southeast Asia and Taiwan. In that respect it is similar to eBates, the U.S. service Rakuten bought for $1 billion in 2014.

This round was led by Japanese finance and credit card company Credit Saison with participation from new backers Blue Sky, AppWorks, Intouch, Aetius Capital and 33 Capital, and returning investors SoftBank Ventures Korea, Singtel Innov8, Qualgro and East Ventures.

ShopBack has been fairly stealthy to date, but the firm revealed today it had actually raised nearly $15 million from investors prior to this new round. The objective, it seems, had been to keep focused on the business and avoid...