Singapore-based loyalty platform startup Perx today announced that it has raised a Series A round led by Golden Gate Ventures.

The single-digit million dollar round also saw participation from Eduardo Saverin, Co-founder, Facebook; Anna Gong, CEO, Perx; Rob Roach, CTO, Perx; and other existing shareholders.

Founded in 2011, Perx will work towards becoming “more than just a mobile loyalty app”, it said in a press release.

The new and improved Perx, one run by Gong and Roach, instead of the original Co-founders Andrew Roth and Jon Sugihara, will focus on helping brands manage customer engagement, which means everything from marketing analytics to user experience to customer data analytics.

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“Perx has grown remarkably in the last years and we have learnt so much in the process,” said Gong.

Roach also gave his comments, saying, “The existing Perx app in Singapore is a proof case of our abilities. We are now making the platform behind it scalable and available to app developers and enterprises as a plug-in solution to integrate customer engagement and rewards management as-a-service.”

The company claims to have more than 400,000 registered users, five million monthly app impressions and partnerships, and 200 merchants in Singapore on its platform.

“I have always advocated the relevance of customer engagement and significance of Big Data in today’s business discussions,” said Saverin, who has invested in many other Singaporean startups like grocery marketplace Redmart and others.

“[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,” he added.