The investment is backed by co-investors like Facebook co-founder Eduardo Saverin, Perx chief executive Anna Gong, chief technology officer Rob Roach, with contribution from other existing shareholders.
In a statement, the Singapore-based startup said it intends to expand the company’s focus to more than just a mobile loyalty app.
Perx, a Maiplay Pte Ltd company, is a leading predictive mobile customer engagement platform that enables organisations of all sizes to acquire, engage and reward their customers or employees intelligently.
Leveraging existing technology, Perx is working towards becoming the lead solution architect to enable enterprises, developers and other solutions providers to seamlessly manage all end-to-end customer engagement processes, from marketing analytics to user experience to customer data analytics.
The four-year-old company said the strategic move will lead its customer relationship management-based (CRM) loyalty app into “a new era of intelligent analytics as a platform offering”.
Gong shared that Perx is one of the fastest growing companies in its category, powered by it cumulated experience and expertise in customer engagement, retention and analytics.
“We realised we were sitting on great technology that will benefit an even wider market. Recognising the value and importance of intelligent customer engagement and data analytics in today’s market, we are committed to shaping Perx as the hub connecting consumers and businesses,” she added.
Roach added that the team is now making the platform behind Perx’s app scalable and available to app developers and enterprises as a plug-in solution to integrate customer engagement and rewards management as-a-service.
Perx has over 400,000 registered users, five million monthly app impressions and partnerships with more than 200 merchants in Singapore.
Golden Gate Ventures founding partner Jeffrey Paine commented that Perx is redefining the way mobile marketing and loyalty platforms work and leading the future of customer engagement analytics.
“We are confident the team will satisfy the CRM needs of other businesses with their proven track record and passion in this new strategic direction.” he said.
Saverin noted that Perx has demonstrated remarkable growth and widespread adoption in the last years, and more importantly, served as the technological bridge between businesses and consumers, clearly leading the market in CRM.
“I have always advocated the relevance of customer engagement and significance of big data in today’s business discussions. (Perx is) moving in the right direction with this new vision, and I believe Perx will be the game changer in the customer engagement arena,” Saverin said.
Perx is also one of SPRING Singapore’s approved CRM platform provider for the Innovation & Capability Voucher (ICV). SPRING Singapore is an agency under the Ministry of Trade and Industry, Singapore.