Salesforce expands startup drive to Malaysia, Philippines
Salesforce has expanded its Salesforce Startup Programme into Malaysia and the Philippines, adding two more markets in South East Asia as it targets early-stage companies building on its platform.
The company said the programme now operates in five markets: India, Malaysia, the Philippines, Singapore and Sri Lanka. Salesforce launched the programme in 2021. It said it supports a community of more than 435 startups, including more than 230 AI-first startups.
Programmeme scope
Salesforce said startups in Malaysia and the Philippines will get access to its ecosystem. The company listed AI-powered products, mentorship programmes and joint go-to-market opportunities. Salesforce also referred to a community for founders.
The company positioned Malaysia and the Philippines as markets with strong startup growth potential. In Malaysia, Salesforce pointed to a state-backed ambition to become a top global startup ecosystem by 2030. It also cited the country's location in ASEAN and its access to regional markets.
For the Philippines, Salesforce highlighted a young, technology-focused population and mobile connectivity. It also referenced government support for startups. The Philippine government has announced P2.1 billion in funding for local startups under the Innovative Startup Act. It has also set out a vision of producing four Philippine unicorns and securing $10 billion in investments by 2030.
Regional focus
The expansion underlines Salesforce's wider regional focus on ASEAN and South Asia. The company has been building out its presence across several markets, while it competes with other cloud and customer relationship management providers for startup and mid-market customers.
Salesforce also framed the programme as a route into its wider partner and customer network. It cited examples of startups in its existing community, including CloudFiles, Xoxoday, Yellow.ai, and Trupeer.ai.
Arundhati Bhattacharya, President & CEO, South & Southeast Asia, Salesforce, set out the company's view of the two markets.
"With a thriving innovation ecosystem and a young, digitally-savvy talent pool, Malaysia and the Philippines are ideal launchpads for startups seeking to scale local ideas into global impact. The expansion of our Startup Programme into these markets equips promising startups with the necessary support to solidify their business foundation, accelerate growth, and ultimately, find success at scale," said Arundhati Bhattacharya, President & CEO, South & Southeast Asia, Salesforce.
Customer base
Salesforce described Malaysia and the Philippines as growth markets for its core business. It named University of Nottingham Malaysia, Maxicare, Converge ICT Solutions and PLDT as users of Salesforce CRM and AI technologies.
The company has also been expanding in the Philippines through local operations. It said it opened a new office in Manila as part of a strategic expansion into the country.
Application process
Salesforce said startups based in Malaysia and the Philippines can apply through the programme's website. It said it evaluates applications weekly. It said eligible startups will be onboarded after assessment.
The move places Salesforce's startup initiative alongside other corporate-backed programmes in the region that offer cloud credits, technical support and access to sales channels. Malaysia and the Philippines have both sought to attract more venture funding and encourage local entrepreneurship, with policymakers linking startup activity to broader economic growth goals.
Salesforce said it expects interest from startups building products that align with its software and partner ecosystem in Malaysia and the Philippines, as the company continues to expand the programme's footprint across Asia.