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SUCCESS CASE
How a FinTech Firm Secured S$211K for Marketing Automation
RIC helped a Southeast Asian FinTech firm secure EDG support for backend optimisation, marketing automation, customer engagement, and regional scalability.
CATEGORY
Enterprise Digitalisation
CLIENT TYPE
FinTech / cross-border payments
GRANT TYPE
Enterprise Development Grant support
FUNDING SECURED
SG$211,800
About the Client and Project
Client Profile
The client is a prominent Southeast Asian FinTech firm specialising in cross-border payments and foreign exchange solutions for SMEs and startups. Its platform enables users to send, receive, and convert funds globally with competitive exchange rates and minimal fees. With operational hubs across Singapore, Indonesia, Hong Kong, and Malaysia, the company supports regional and global trade through multi-currency payment services and partnerships with top-tier financial institutions.
Project Nature
The project involved transforming the client’s digital infrastructure to support regional growth, operational efficiency, and customer engagement. Key components included CRM integration, customer data analytics, platform enhancements, backend process optimisation, Braze Marketing Automation Platform deployment, segmentation strategy, customer journey mapping, and automated multi-channel campaigns. The project was designed to reduce manual touchpoints, improve communications, personalise engagement across email, WhatsApp, and mobile, and create a more scalable operating model for a cross-border payments business expanding across Southeast Asia and global markets.
Funding Objective and Challenge
Funding Objective
The funding objective was to support the client’s enterprise digitalisation initiative under the Enterprise Development Grant. The grant funded qualifying costs linked to backend system optimisation, customer engagement, marketing automation, platform integration, analytics, workflow automation, training, and change management. The project was intended to improve operational efficiency, reduce campaign and data handling costs, increase user engagement, enhance customer response times, and strengthen the company’s ability to scale into new regional and global markets.
The Challenge
The client was scaling across multiple regional markets, but its backend operations, customer engagement workflows, and marketing infrastructure needed to keep pace with growth. The challenge was to frame the project as a strategic enterprise digitalisation initiative, not simply a CRM or marketing software deployment. The application needed to show how platform optimisation, customer data analytics, marketing automation, journey mapping, workflow integration, and training would improve operational efficiency, user engagement, response time, and market expansion readiness across a fast-moving cross-border payments business.
How RIC Supported the Client
RIC supported the client in securing EDG support for its digital transformation and marketing automation project.
RIC’s support included:
• Defining the digital transformation roadmap around backend optimisation, customer engagement, and marketing automation.
• Structuring the project around CRM integration, customer data analytics, and platform enhancements.
• Guiding the deployment of the Braze Marketing Automation Platform for multi-channel engagement.
• Advising on customer segmentation and journey mapping across email, WhatsApp, and mobile channels.
• Framing system integration as a way to automate workflows and reduce manual touchpoints.
• Supporting training and change management planning to improve internal adoption.
• Preparing the grant narrative around operational efficiency, customer engagement, scalability, and regional growth.
RIC’s role was to help the client position its digital infrastructure investment as a measurable enterprise transformation project eligible for EDG support.
Outcome
FUNDING SECURED
SG$211,800
The client secured SG$211,800 in EDG support for its digital transformation project. The initiative was projected to reduce operational costs by 50%, increase user engagement by 30%, improve customer inquiry and support response time by 30%, and generate over SG$8 million in new revenue by Year 3 through increased sign-ups and transaction volumes.
What This Means for Similar Companies
For FinTech and platform companies, digitalisation grants are strongest when the project is tied to scalable operations and measurable growth, not just software adoption. This case shows that marketing automation can be fundable when it is part of a broader operating model upgrade involving data, workflows, customer journeys, backend integration, and team adoption. Companies expanding across markets should frame digital transformation around efficiency, engagement, revenue impact, and scalability. The question is not whether the tool is useful. The question is whether the project changes how the business grows.
