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SUCCESS CASE
How a Personal Finance Platform Secured S$211K for Marketing Automation
RIC helped a Southeast Asian personal finance platform secure EDG support to deploy marketing automation across email, mobile, WhatsApp, CRM, and analytics workflows.
CATEGORY
Enterprise Digitalisation
CLIENT TYPE
FinTech / personal finance platform
GRANT TYPE
Enterprise Development Grant support
FUNDING SECURED
SG$211,800
About the Client and Project
Client Profile
The client is a leading Southeast Asian personal finance platform serving over 3 million users monthly across Singapore, Hong Kong, Taiwan, and the Philippines. Initially founded as a financial comparison website, it has evolved into a broader personal finance platform helping users compare loans, insurance, credit cards, and other financial products. The company partners with major banks, insurers, and lenders to provide personalised financial options to consumers.
Project Nature
The project involved implementing a comprehensive marketing automation platform to improve customer engagement and data-driven marketing execution. The platform integrated email, mobile, WhatsApp, CRM, and analytics workflows so the client could reach users at scale with more timely and personalised communications. Key capabilities included real-time messaging, dynamic content personalisation, advanced segmentation, customer journey optimisation, and automated campaign execution. The project strengthened the client’s ability to manage regional engagement across multiple markets and customer segments.
Funding Objective and Challenge
Funding Objective
The funding objective was to support the client’s Enterprise Development Grant project for marketing automation and customer engagement transformation. The grant funded the implementation of a robust marketing automation system integrating email, mobile, WhatsApp, CRM, and analytics tools. The project was intended to improve marketing productivity, automate key campaign workflows, generate actionable customer insights, strengthen customer retention, improve engagement, and support scalable growth across financial services and insurance customer segments.
The Challenge
The client had scaled into a major regional personal finance platform serving millions of monthly users, but its marketing operations needed to keep pace with customer volume and cross-market complexity. The challenge was to frame the project as an enterprise digitalisation initiative with measurable engagement and operational benefits, not simply a marketing software purchase. The grant case needed to show how customer segmentation, dynamic content personalisation, CRM integration, analytics integration, and multi-channel automation would improve engagement, retention, customer experience, and marketing productivity across Singapore, Hong Kong, Taiwan, and the Philippines.
How RIC Supported the Client
RIC scoped and prepared the full EDG project proposal for the client’s marketing automation project.
RIC’s support included:
• Defining the project goals around real-time customer engagement, personalisation, and advanced segmentation.
• Designing a marketing automation platform concept that could support different user segments across multiple markets.
• Assisting in the selection of the Braze Marketing Automation Platform.
• Framing Braze as a cross-channel engagement platform supporting email, push notifications, mobile apps, and WhatsApp communication.
• Structuring the integration plan with the client’s CRM and data analytics tools.
• Preparing the business case around actionable insights, customer journey optimisation, retention, and marketing productivity.
• Supporting training and onboarding planning for the client’s marketing team.
RIC’s role was to help the client position the project as a scalable digital transformation initiative, not just a campaign tool deployment.
Outcome
FUNDING SECURED
SG$211,800
The client secured SG$211,800 in EDG funding for its marketing automation platform. The project contributed to SG$2 million in Year 1 revenue from increased sign-ups and transactions, with projected annual growth of 15% as the platform scaled. It also delivered a 62.1% improvement in weekly staff hours saved, a 25% improvement in customer engagement, and a 20% increase in user retention.
What This Means for Similar Companies
For digital platforms with large user bases, marketing automation is not just a campaign tool. It becomes core operating infrastructure for customer engagement, retention, conversion, and regional scalability. This case shows that enterprise digitalisation grants can support marketing technology when the project is clearly tied to measurable productivity gains, customer journey improvements, data integration, and business growth. Companies should frame these projects around how automation changes the customer operating model, not merely around software adoption.
