DATA VANTAGE | AI to reinvigorate marketing tech startups, and other updates

Edition #457, 3rd April 2025

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Dear Reader,

For years, personalisation has been the holy grail of marketing. The challenge has always been scaling these efforts without losing the sense of authenticity that resonates with consumers. However, the rise of advanced AI and data analytics technologies is changing that.

Powered by advanced algorithms and machine-learning models, CRM platforms are now capable of delivering hyper-personalised experiences in real time, adapting to user behaviour and preferences on the fly. This shift enables marketers to build deeper, more meaningful relationships with customers at scale.

Generative AI is also revolutionising content creation and distribution. Singapore-based Adzymic uses AI to help brands enhance their digital advertising campaigns, while Affable.ai leverages AI to connect brands with content creators and provide data-driven insights for influencer marketing. Separately, startups like WIZ.AI and Kata.ai are riding this wave, helping brands create conversational experiences and personalised campaigns in local languages.

As digital economies in the region grow, especially in markets like Singapore, Indonesia, Vietnam, and the Philippines, the ability to deploy AI-driven personalisation at scale is becoming a competitive advantage for both regional startups and global platforms expanding into the market.

Source: DealStreetAsia’s DATA VANTAGE

We anticipate the continued adoption of advanced AI and data analytics to play a pivotal role in reinvigorating investor interest in marketing tech startups across Southeast Asia. Despite facing headwinds from the broader liquidity crunch in 2024, the sector has demonstrated relative resilience.

Notably, the sector sustained strong funding momentum throughout 2022 and 2023, highlighting investors’ confidence in the long-term potential of data-driven, AI-enabled marketing solutions. This continued backing suggests a solid foundation for renewed capital inflows as market conditions begin to stabilise.

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Sustained global appetite

While Southeast Asia-focused private equity funds have largely faced challenges in securing capital, a more encouraging trend is emerging from global and pan-Asian funds that allocate a portion of their capital to the region. These diversified vehicles are showing relatively stronger fundraising traction despite the broader slowdown.

According to DealStreetAsia’s DATA VANTAGE bi-annual review, seven such funds reached final closes in the second half of 2024, a decline from 11 in the first half. This brought the full-year total to 18 funds raising $46.11 billion, well below the $76.46 billion secured by 25 funds in 2023.

Most of these funds allocate only a modest share, typically between 5–15%, to Southeast Asia. Nevertheless, their size and institutional backing position them as influential players in the region’s capital landscape, especially in later-stage investments and platform-building strategies that require deep pools of capital.

Source: DealStreetAsia’s DATA VANTAGE

Despite this year-on-year drop, the number of final closes remains above pre-pandemic levels. This suggests that while investor sentiment has grown more cautious, interest in Asia as a long-term investment destination continues to hold, particularly among global institutions with diversified regional mandates.

For Southeast Asia, the key challenge lies in maintaining strategic relevance within broader Asia mandates. The review finds that although capital deployment into the region has become more selective, pan-regional funds remain active supporters of the region’s larger, performance-driven opportunities.

The data and information in this newsletter comes from DATA VANTAGE, which tracks regulatory filings to provide you with the latest information on startup fundraising, shareholding and financials. Find out how it can aid you in your decision-making — book a demo today or write to us at subs@dealstreetasia.com

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Other updates from DATA VANTAGE

Singapore-registered healthtech firm [redacted] recorded $334.7 million in revenue for the 12-month period ended March 2024, marking a 12.3% year-on-year increase. However, the company’s bottom line declined by nearly 40%.

[Redacted], a Singapore-based provider of AI-powered data automation solutions, saw a 6% year-on-year increase in revenue to $1.9 million during the same period, enabling the company to post a net profit of $73,400.

Singapore-based [redacted] grew its revenue by more than five times during the 12-month period ended January 2024, helping narrow its annual losses. The company operates a mentorship platform that connects professionals with experts across various industries.

[Redacted] reported a 21% year-on-year increase in revenue to $459,300 for the financial year ended March 2024. This growth, however, was accompanied by widening losses.

[Redacted], the company behind [redacted] — a SaaS platform for scheduling, payments, marketing, and customer management — saw its revenue decline by 70% for the 12-month period ended January 2024. Nonetheless, it was able to keep its losses in line with the previous year.

You’re reading a redacted version of DealStreetAsia’s DATA VANTAGE twice-weekly newsletter. Unlock the full version and gain exclusive insights by subscribing to DATA VANTAGE today! Reach out to us at subs@dealstreetasia.com to upgrade.

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