Malaysia’s RHL Ventures invests in customer engagement platform firm Perx

CRM platform provider Perx's website.

Malaysia based private investment fund RHL Ventures said it has undisclosed amount of investment in Singapore’s customer engagement and loyalty solutions provider Perx Technologies Pte Ltd, a move that will help the latter to strengthen its foothold in Malaysia.

The Perx platform is a predictive mobile customer engagement and loyalty platform that enables enterprises to acquire, engage and reward their customers or employees intelligently through mobile applications, RHL Ventures said while announcing the investment in a statement yesterday.

The platform can help businesses to create and deploy personalized, contextual and targeted campaigns that are based on predictive, real-time, relevant customer data.

RHL Ventures, an investment fund set up by three partners Rachel Lau, Raja Hamzah Abidin bin Raja Nong Chik and Lionel Leong in 2015 marked its first investment only now in Perx. The firm with particular interest in start-ups within the agriculture, financial, property, technology and healthcare sectors, aspires to be a strategic partner to its portfolio investments.

“Two factors drove our decision to invest in Perx: namely the ability of its platform to fully engage with the end-customer and the growth potential of the highly underserved Enterprise application space in Asia. We hope that through our investment, we can work together to strengthen Perx’s foothold in Malaysia and beyond,” said one of the RHL partners Raja Hamzah.

He added that the firm did not rush into making an investment choice with its first investment as it has a disciplined investment process to ensure it finds the right fit to be strategic partners not only through sharing capital but also individual expertise.

Having had success in Singapore, along with a thorough understanding of customers’ needs in the Southeast Asia market, Perx is ready to venture on its new journey with RHL to build something great for the benefit of Malaysian consumers, said Perx CEO Anna Gong.

“Malaysia is one of the strongest economies in Southeast Asia, with its GDP per capita the third highest in Southeast Asia. Its ongoing growth is paving way for a plethora of businesses emerging in the region, coupled with a rising need of more customer-centric business approach fueled by technological innovations,” she added.

Among other investors in Perx is Eduardo Saverin, one of the Facebook co-founders who believes that data-driven customer engagement is a real game-changer for businesses now.

“Combining the power of Artificial Intelligence and data analytics into one, Perx’s smart solutions allow businesses in Asia Pacific to generate value by more seamlessly and effectively interacting with their customers,” said Eduardo on the announcement.

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