Refuelling used to mean queues, paper receipts, and forgettable forecourts. In Georgia, a new player called Wisey is tearing up that script. Backed by the Cloudics cloud platform from Estonia’s Astro Baltics, the company runs fully automated, app-only fuel stations that promise faster fills, lower prices, and zero clutter. The model is small, smart, and quietly spreading.
Inside Wisey’s App-First Fuel Model
Wisey was founded by Giorgi Devadze, the former chief executive of Gulf Georgia. He spent years inside the country’s biggest fuel network before deciding the whole experience needed a reset.
The pitch is simple. Removing all the fuss around fueling makes it possible to cut costs and focus on giving customers undiluted access to the product: nothing extra, just fuel. Drivers pay for exclusive access to two types of fuel, Premium and Euro Diesel, with just a few taps on a smart device. All transactions are carried out digitally via the app, which removes the hassle of bank cards and paper receipts.
Wisey runs on a subscription. It is a subscription-based model with a free 7-day trial that starts automatically after initial registration. By the end of the trial, on day 8, users are charged for one month of access, which renews automatically and can be cancelled any time from Wallets.
“Nothing extra, just fuel” is the company’s tagline. It captures the entire philosophy in three words.
How Cloudics Powers The Pumps Behind The Scenes
The technology under the hood comes from Cloudics, built by Estonian IT firm Astro Baltics. Astro Baltics is a Northern European company based in Estonia, where it has operated since 1998, and is the region’s leading energy station and retail software and hardware developer.
By integrating operations across self-service convenience, EV charging, fuelling, and car wash services into a central cloud-based platform, retailers can choose how to adapt their business. Cloudics converts legacy equipment into cloud-driven IoT devices, which grows customer reach and upsell options while extending the lifespan of older gear.
The savings are real. With Cloudics, there are lower regular software maintenance fees and lower on-site service costs. Total savings on maintenance work and hardware can reach up to €150,000 per year, depending on the size of the station or chain. The cloud-based fuel station is fully automatic, saving labour costs and around 40,000km of distance that workers would otherwise drive between sites.
| Wisey Digital Station | Traditional Gas Station |
|---|---|
| Payment via mobile app | Cash, card, or fuel card |
| No cashier on site | Staffed shop and forecourt |
| Two fuel grades only | Multiple grades plus extras |
| Cloud-managed equipment | On-site forecourt controller |
| Paperless digital receipts | Printed slips and plastic cards |
Cloudics serves over 400,000 users worldwide and operates in 7 countries, giving Wisey access to a tried-and-tested backbone from day one.
From Rustavi To Kutaisi: Georgia Pilots The Model
Georgia is the testing ground for Wisey, and the choice of cities is deliberate. The first station can be found at Rustavi International Motorpark, near the Service Agency, just outside Tbilisi.
A second site followed in Kutaisi, the country’s third-largest city. The move signals a clear push beyond the capital and into regional Georgia.
Today, five stations serve early adopters across the country, with more in development. The footprint is intentionally lean, reflecting the belief that small, automated sites are easier to scale than big staffed forecourts.
For drivers in smaller towns, that approach matters. Many cities in the Caucasus have been bypassed by branded chains for years. A pocket-sized digital station can land where a full-size franchise cannot.
Crossing Borders: Armenia And Uzbekistan Are Next
Wisey is not stopping at Georgia. The company is preparing to push into Armenia and Uzbekistan, two markets where fuel retail is ripe for a digital shake-up.
Armenia does not have oil or natural gas reserves and is highly dependent on imported energy resources, importing oil and petroleum products from Russia, Georgia, Iran, and Europe. That dependence leaves local pumps exposed to global price swings, which a lean app-only model can help cushion.
Uzbekistan is moving in the same direction. Gebrüder Weiss has expanded its Uzbekistan operations by upgrading its representative office in Tashkent into a national organisation, effective from 1 January 2026, in response to growing demand for efficient logistics solutions in the country. A digital-first fuel brand fits neatly into that wave of modernisation.
What This Means For The Future Of Fuel Retail
The wider industry is at a turning point. While big energy retailers can afford to trial and error new innovations, small and medium retailers struggle to make ends meet with changing fuel margin dynamics. Cloudics aims to resolve those challenges without investing in new on-site technology, enabling retailers to turn out-of-date fuel stations into holistic energy hubs at a pace of their choosing.
Wisey is the most visible proof of that strategy in action. It is what happens when an operator builds a brand around the platform from day one, rather than retrofitting old sites.
Three forces are pushing this shift across Europe and Central Asia:
- Rising labour and energy costs at staffed stations
- Drivers now comfortable with mobile-first payments after the pandemic
- Pressure to cut hardware waste and emissions on the forecourt
For Wisey, the maths is straightforward. Less hardware on site means less to maintain, less to break, and less to staff. Customers get a cleaner experience and a clearer price.
The bigger question is whether traditional Georgian operators will copy the playbook or wait until the new model eats into their share. The fuel retail map of the Caucasus could look very different by the end of this decade. For every driver pulling into a Wisey forecourt with only a phone in hand, refuelling is starting to feel less like a chore and more like just another tap on a screen. Have you tried an app-only gas station yet, or would you still rather pay at the counter? Share your thoughts in the comments and tell us which side of the pump you stand on.
