SINGAPORE – Grab unveiled here on Tuesday its enhanced user interface offering payment, food and logistics services that leverages its core ride-hailing operations.

The "Everyday Superapp" offers "hyperlocalized to hyperpersonalized" content depending on the user's location, Grab CEO and founder Anthony Tan said.

"We’re going to deliver more with these partners to you, beyond transport, beyond what we already do," Tan said.

"If we can offer more value, more localized services more localized content, the more engaged they are, the more loyal they are. You attract more and better partners it brings in even more and better users," he said.

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Now on its sixth year, Grab recently marked its 2-billion ride milestone. In April, Uber handed over its regional operations to Grab in exchange for a stake.

GrabPay, the firm’s cashless payment similar to WeChat and Alipay, is at the center of the new interface. It is currently available in Singapore, Indonesia and Malaysia.

"It's your wallet, you need quick access from the things that you need from your wallet. We've built payments into the plumbing of the app," Grab product head Jerald Singh said.

Grab Philippines said it sought approval from the Bangko Sentral ng Pilipinas to launch the cashless payment system in the country.

Grab Daily is the app's version of the Facebook news feed in partnership with Yahoo. The new interface also has widgets for games, spot suggestions and polls.

Grab also launched GrabFresh, an on-demand grocery delivery service. Users can shop within the app and have them delivered at their preferred date and time, Singh said.

GrabFresh is part of GrabPlatform which allows startups to build on the company's existing technology, Tan said.

Grab has had 100 million mobile downloads across the region and claims to have the largest fleet across 200 cities in 8 countries, Tan said.

Grab hopes to have as many as 7 million partner merchants, Tan said.

"It’s about bringing them more revenue, from one economic reality to a new economic reality. We want to partner with the best in their verticals," he said.

Grab's new inferface will be available in the Philippines by the third quarter this year.