Braze (formerly Appboy), the customer engagement platform that delivers messaging experiences across push, email, apps, and more, has opened its new office in Singapore. This physical entry into the Asia-Pacific (APAC) region further cements the company’s commitment in its investment to continue delivering and supporting its existing customers and expanding further into the region.
Braze’s official expansion into the APAC region is a collaboration with Singapore’s Economic Development Board (EBD) and follows a successful incubation period, where Braze serves over 50 locally headquartered clients, including global electronics company, LG; Lazada-owned online grocery delivery company, RedMart; and e-commerce marketplace, Kaidee from Thailand. The strategic investment in the region positions Braze to offer localised support for its existing client relationships, and introduce its world-class product offerings to new companies. Braze has experienced over 2.5x year over year growth in annual recurring revenue (ARR) since 2016 in the APAC region.
“Braze is committed to growing our presence in the APAC region, where some of our most strategic customers are based. Our continued global growth comes on the heels of our Series D funding, with our Singapore office opening at the core of our expansion strategy in Asia. We work with more than 400 clients in 35 countries and are eager to continue expanding our global presence so we can more effectively support our customers and bring brilliant messaging experiences to new audiences across the world. Apart from Singapore being an extremely lucrative location in terms of expansion, the affluence and the large customer base here makes this a viable location for our APAC office. The good quality of governance, physical and IT infrastructure as well as the nation’s data-protection capabilities are also considered very attractive,” said Bill Magnuson, CEO and Cofounder of Braze.
Ben Glynn, who will be heading the Singapore office as Senior Director of Braze APAC, has more than 10 years of experience providing solutions across categories from mobile payments to marketing automation and most recently held a strategic post at Emarsys Marketing Cloud. Mr Glynn’s digital marketing technology and knowledge of the APAC region will enable Braze to better serve the existing customer base and accelerate growth in key markets.
“Out of all the platforms we’ve assessed, we found Braze to be very robust in its capabilities. We believe Braze is the partner to help us scale our marketing efforts across customer onboarding and retention, delivering the best experience in emails and push notifications,” said Jean Thomas, Marketing Director of RedMart, Singapore.
“Braze is an integral part of Kaidee’s customer engagement strategy as it gives us the ability to send the right message, at the right time, to the right person at scale. For us, it’s not just a marketing tool, but rather helps improve the overall user experience of our platform. Braze brings us the ability to translate our data into marketing actions. Since the integration, we have seen a significant increase in engagement with our customers. We are incredibly excited that Braze is opening an office in SEA showing their long-term commitment to the region,” said Tiwa York, Head Coach and CEO of Kaidee.
In addition to its new Singapore location, Braze has offices in New York, San Francisco, and London. The company has been on a fast track for growth over the past year and raised $50 million in a Series D funding round led by ICONIQ Capital in Q3 2017, which put Braze’ valuation at more than $400 million, strengthening its position in APAC for continued growth. The company also rebranded its identity from Appboy to Braze, as a strategic move to better communicate its commitment to building relationships between brands and consumers at scale across a variety of platforms.
“Working with best-in-class technology companies globally, we value Braze as a generational innovator and support their expansion into the APAC market. Braze is very well-positioned to continue growth in APAC and we look forward to supporting their ongoing success in Singapore and beyond,” said Rajeev Natarajan, Head of Asia of ICONIQ Capital.