Singapore-based mobile customer engagement and loyalty platform Perx has raised an undisclosed sum of funding from RHL Ventures.

With the Malaysia-based VC as its new partner, Perx plans to expand its footprint in the Malaysian market. Two months ago, it appointed a new regional sales director in Malaysia.

“We are pleased to have RHL Ventures on board. Through our strategic partnership with RHL Ventures, we are set to power and transform businesses’ digital and mobile customer engagement strategy in Malaysia,” said Perx’s CEO Anna Gong, in an official press release.

RHL Ventures is a new face in the Malaysian VC scene and Perx is its first investee. RHL Ventures was founded in 2015 by three partners, Rachel Lau, Raja Hamzah Abidin bin Raja Nong Chik, and Lionel Leong, all with extensive experience in the financial sector.

The team targets regionally-focussed startups with proven business ideas and will only participate in Series A rounds or later. Beyond capital support, it aims to provide its portfolio startups with access to industry partners to grow their products and expand to new markets, as well as other forms of holistic support.

And although its areas of interest are in agriculture, financial, property, technology and healthcare sectors, RHL Ventures is vertical agnostic and will consider all sectors with viable business opportunities.

“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 Raja Hamzah.

Image Credit: Perx