Mastercard and ADR collaborate to expand the Ghiseul.ro platform

The partnership supports the acceleration of public service digitalization in Romania and the development of features tailored to the needs of citizens and businesses.

Mastercard is collaborating with the Romanian Authority for Digitalization (ADR) to expand and diversify the use of the Ghiseul.ro platform, aiming to accelerate the digitalization of public services in Romania. The platform will benefit from a series of personalized recommendations developed by Mastercard, based on aggregated and anonymised transactional data and market research, designed to improve user experience and increase adoption nationwide.

In a continuously evolving digital landscape, the Ghiseul.ro platform has become a key point of reference in the relationship between citizens, businesses, and public institutions. As of early August 2025, the platform had 2.68 million active users, who carried out over 3.8 million transactions totaling 4.9 billion lei.

Ghiseul.ro represents a successful model of cooperation between the public and private sectors, demonstrating how the digitalization of public services can be accelerated through effective partnerships. The platform allows citizens to pay taxes and fees online, simplifying interaction with the administration and reducing bureaucracy. Developed through collaboration between government authorities and the private sector, Ghiseul.ro has become an example of good practices at an international level, being appreciated for its transparency, accessibility and efficiency in the provision of digital public services.

“The Ghiseul.ro platform is a clear example of digital transformation with real and immediate impact. Currently, we offer the possibility to pay over 500 public taxes and services in a simple, fast, and secure way, including through the mobile app, with no commission. Now, our collaboration with Mastercard has allowed us to gain deeper insights into citizens’ needs and to define strategic directions for the development of the Ghiseul.ro platform. By leveraging data and advanced analytics, we can build a platform that is more intuitive, more accessible, and better aligned with the real needs of users, thus accelerating the digital transformation of public services. This is more than just an administrative goal – it is a commitment to citizens”, declared Alexandra-Maria Chivu, ADR Vice-President.

“This project is a concrete example of how data and technology can be used for the benefit of citizens. For Mastercard, involvement in the digitalization of public services is a responsibility we consistently embrace. We have been partners of the Ghiseul.ro platform since 2011, and in 2023 we supported the development of the mobile app. Today, it is only natural to continue building on that foundation, applying our expertise to support an authentic digital transformation driven by real needs. We are proud to contribute to shaping a modern public administration focused on user experience and accessibility”, declared Cosmin Vladimirescu, General Manager, Mastercard Romania & Croatia.

From local insights to international models

Mastercard contributed with advanced analytical expertise,  aggregated and anonymised transactional data, and in-depth quantitative and qualitative research to identify the barriers, motivations, and expectations of platform users. Based on these insights, concrete recommendations were developed to attract new users, diversify the services offered, and create tailored communication strategies for key user segments, including families, professionals, expats, and SMEs.

The analysis was built on successful international models, such as those implemented by the governments of Denmark, Estonia, and Singapore, countries globally recognized for the efficiency and accessibility of their digital public services. By comparison, Romania ranks 47th out of 67 economies in the 2024 IMD World Digital Competitiveness ranking[1], highlighting the need to accelerate digital transformation in the public sector.

One of the main findings of the research is that users value the platform’s efficiency and the ability to avoid queues and in-person interactions at public offices. Among the most frequently used features are the payment of taxes for housing, land, and vehicles. However, there is growing interest in expanding the range of services to include areas such as parking, utilities, public transportation, and online appointments.

Strategic directions for the future of Ghiseul.ro

The collaboration between Mastercard and ADR has led to the definition of clear strategic directions for the future of Ghiseul.ro: increasing awareness, expanding functionalities, improving the digital experience, and centralizing services into a single access point. At the same time, the project also aims to boost adoption among legal entities, which, despite high platform awareness (89%), use it at a significantly lower rate (47%). Among the identified causes are the perception that the platform is intended exclusively for individuals and the lack of functionalities tailored to business needs. Meanwhile, the high satisfaction level among current users is confirmed by the fact that 99% of them intend to continue using the platform once they’ve entered the ecosystem.

***

About Mastercard

Mastercard supports economies and improves people’s lives in over 200 countries and territories around the world. Together with our customers, we are building a sustainable economy where every person can prosper. We offer a diverse range of digital payment options, ensuring secure, simple, smart and affordable transactions. Through technology, innovation, partnerships and our extensive networks, we deliver a unique set of products and services that help individuals, businesses and governments reach their full potential.

www.mastercard.com

About the Romanian Authority for Digitalization (ADR)

Established in 2020, the Romanian Authority for Digitalization is the vector of the digital transformation of public administration. ADR is responsible for developing and ensuring the implementation of strategies and public policies in the field of digitalization.

More information is available online at www.adr.gov.ro/adr/.

[1] The IMD World Digital Competitiveness Ranking (2024) is an index that measures a country’s ability and readiness to adopt and leverage digital technologies for economic and social transformation.