Salesforce has expanded its Salesforce Startup Program to Malaysia and the Philippines, reinforcing its commitment to strengthening the innovation and startup ecosystem across ASEAN and South Asia.
In a statement, the global customer relationship management (CRM) company said the move brings the total number of markets under the programme to five, namely India, Malaysia, the Philippines, Singapore and Sri Lanka.
The Salesforce Startup Program is designed to support early-stage companies by providing access to Salesforce’s AI-powered CRM solutions, mentorship and advisory services, joint go-to-market opportunities, and a collaborative startup community to help businesses build, grow and scale.
Salesforce said Malaysia and the Philippines were selected due to their strong growth potential and favourable startup environments.
Malaysia’s startup ecosystem continues to gain traction, supported by a national ambition to become a leading global startup hub by 2030. The country benefits from a diverse and skilled talent pool, as well as its strategic position at the heart of ASEAN, enabling startups to access fast-growing middle-class markets in Southeast Asia, China and India.
Similarly, the Philippines has emerged as a dynamic startup market, driven by a young and tech-savvy population, improving mobile connectivity and strong government backing. The Philippine government recently allocated P2.1 billion to support startups under the Innovative Startup Act and outlined its vision to produce four unicorns and attract US$10 billion in investments by 2030.
Since its inception in 2021, the Salesforce Startup Program has grown to support more than 435 startups globally, including over 230 AI-first companies. Startups such as CloudFiles, Xoxoday, Yellow.ai and Trupeer.ai have recorded notable success through the programme.
Salesforce President and CEO for South and Southeast Asia Arundhati Bhattacharya said Malaysia and the Philippines offer strong foundations for startups aiming to scale their innovations internationally.
“With vibrant innovation ecosystems and young, digitally savvy talent pools, both countries provide ideal launchpads for startups to turn local ideas into global impact,” she said.
Salesforce added that Malaysia and the Philippines remain key growth markets for the company, with organisations such as the University of Nottingham Malaysia, Maxicare, Converge ICT Solutions and PLDT using Salesforce’s CRM and AI technologies to drive digital transformation.
In November 2025, Salesforce announced the opening of a new office in Manila to further support Philippine enterprises in adopting advanced AI-driven business models.
Startups based in Malaysia and the Philippines can apply to join the Salesforce Startup Program through the official programme website, with applications assessed on a weekly basis.
-NIAGATIMES
