The investment was made through Bintang’s maiden fund, BCP Asia Fund I, according to the announcement. Orbit Capital Malaysia, 500 Global, and Monumental Productions also participated in the funding round.
The fresh funding will be used to support Involve Asia’s expansion across Southeast Asia and Australasia, as well as the development of a new product suite to cater to increasing digital market needs of customers.
Involve Asia is a Malaysian-based marketing technology company that operates a performance-based marketing technology platform, providing a single platform to help brands market digitally through advertising attribution, partner workflow management, and creative distribution.
The company partners with content creators, influencers, developers, and affiliate partners worldwide. The platform tracks and manages returns on these digital marketing partnerships for global brands.
Involve Asia operates in six countries, catering to over 500 brands and over 4,000 offers with more than 400,000 affiliate partners on its platform, driving over $1.5 billion in transactions since its inception in 2014.
According to the announcement, Involve Asia will use the proceeds fuel its recent expansion into Vietnam and the Philippines, as well as to continue cementing its footprint across Southeast Asia and Australasia.
Bintang said its investment in Involve Asia was driven by the extraordinary shift in Southeast Asian consumer behaviour towards digital consumption, with more than 80% of Southeast Asian consumers expected to have transacted online by the end of 2022.
Bintang believes that the increasing internet and mobile penetration in Southeast Asia would also provide significant long-term opportunities for value creation on a regional scale.
“Bintang believes that Involve Asia is well-positioned within Southeast Asia’s fast-growing and rapidly transforming digital marketing and digital commerce space,” Bintang’s Founder, Johan Rozali-Wathooth.
Involve Asia CEO Jimmy How said the investment allows the company to continue growing its platform “to better serve brands, publishers, and affiliates” and to double down on growth.