BetterPlace, one of Asia’s largest SaaS and frontline workforce management platforms, has announced plans to expand into Southeast Asia, including in the Philippines, through both organic and inorganic strategies.
The startup announced its regional expansion plans after it acquired a majority stake in MyRobin, an Indonesian blue-collar workforce fulfillment company, for an undisclosed amount.
Aside from the Philippines, the company also plans to make inroads into Malaysia and Thailand, with the expansion plan to be partly funded by its recent $40-million extended Series C funding round.
Founded in 2015, BetterPlace claims to have over 30 million workers on the platform and over 1,100 companies as clients. Its services include the entire value chain of frontline workforce management from verification, discovery, hiring, and onboarding to upskilling, productivity management, and benefits transfer.
The acquisition of MyRobin will further BetterPlace’s vision towards formalizing the frontline workforce globally, according to co-founder and group CEO Pravin Agarwala.
“With our technology and MyRobin’s expertise in operating in Indonesia, we would be able to introduce equitable opportunities for the frontline segment,” Agarwala added.
MyRobin, launched in 2020 in Indonesia, provides on-demand, pre-screened, frontline workers on a long and short-term basis to enterprises in Indonesia. It currently has over 3 million workers in its community.
The acquisition is part of a series of investments being made by BetterPlace to expand into the Southeast Asia markets.
Southeast Asia has more than 200 million frontline workers and a frontline workforce management size of about $280 billion, BetterPlace said. The market is ripe for a horizontal SaaS offering for frontline workforce management services, it added.
In the Philippines, among the key players in the workforce management space is Sprout Solutions, which acquired AI and process automation platform Linnia in September. Sprout raised $6 million in a Series A funding round in 2019, led by venture capital firm Point72.
Sprout Solutions is a payroll and human resources platform from Manila founded by husband-and-wife duo Patrick and Alex Genty in 2015. It was launched to solve a pain point for businesses operating under the Philippines’ complex labour laws.
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