Salesforce expands startup programme to Malaysia and the Philippines

Salesforce has announced the expansion of its Salesforce Startup Program into Malaysia and the Philippines, extending its support for early-stage companies across Southeast Asia. The move brings the programme’s footprint to five markets, alongside India, Singapore and Sri Lanka, and reflects the company’s continued focus on strengthening innovation ecosystems across ASEAN and South Asia.

The programme is designed to help startups build, grow and scale by providing access to Salesforce’s broader ecosystem. This includes AI-powered products, technical and business mentorship, joint go-to-market opportunities, and participation in a curated startup community. Salesforce positions the programme as a pathway for young companies to move from product development to commercial scale with enterprise-grade tools and guidance.

By expanding into Malaysia and the Philippines, Salesforce is targeting two markets it views as having strong growth potential and increasing regional influence. Both countries have made startup development a national priority, supported by government initiatives, investment frameworks and a growing pool of digital talent. The expansion also aligns with Salesforce’s broader regional strategy, as demand for AI-enabled customer relationship management and enterprise platforms continues to rise across Southeast Asia.

Malaysia and the Philippines as emerging startup hubs

Malaysia’s startup ecosystem has gained momentum in recent years, supported by a state-led ambition to become one of the world’s leading startup hubs by 2030. The country benefits from a diverse and multilingual talent pool, a relatively mature digital infrastructure, and a strategic position within ASEAN. These factors have made Malaysia an attractive base for startups looking to serve not only domestic customers but also neighbouring markets in Southeast Asia, China and India.

Salesforce’s decision to include Malaysia in its Startup Program reflects this broader context. By offering local startups access to its AI-driven products and enterprise network, Salesforce aims to help founders accelerate product development and shorten the path to market. The programme is positioned as a way for Malaysian startups to strengthen their operational foundations while preparing to scale beyond national borders.

The Philippines presents a different but equally compelling growth story. Its startup ecosystem is underpinned by a young, digitally native population, rising smartphone adoption and improving mobile connectivity. Government support has also played a role. Under the Innovative Startup Act, the Philippine government recently announced funding of P2.1 billion for local startups, alongside a longer-term ambition to produce four unicorns and attract $10 billion in investments by 2030.

Within this environment, Salesforce sees an opportunity to support Filipino startups that are building solutions for both local and global markets. Access to AI-enabled CRM tools, mentorship and go-to-market partnerships is intended to help these companies professionalise operations and compete more effectively as they grow.

Programme track record and Salesforce’s regional commitment

Since its launch in 2021, the Salesforce Startup Program has expanded steadily and now supports more than 435 startups globally. A significant portion of this community consists of AI-first companies, with over 230 startups building products where artificial intelligence is central to their value proposition. Salesforce highlights a range of participants, including CloudFiles, Xoxoday, Yellow.ai and Trupeer.ai, as examples of startups that have scaled with support from the programme.

The expansion into Malaysia and the Philippines also builds on Salesforce’s wider presence in both markets. In Malaysia, organisations such as the University of Nottingham Malaysia are using Salesforce CRM and AI technologies to support digital transformation initiatives. In the Philippines, major enterprises including Maxicare, Converge ICT Solutions and PLDT are existing Salesforce customers, reflecting growing enterprise adoption of its platforms.

Salesforce has continued to invest directly in the region. In November 2025, the company announced the opening of a new office in Manila as part of its strategic expansion in the Philippines. The move was framed as a way to support more local businesses in adopting AI-driven workflows and transitioning towards what Salesforce describes as agentic enterprises.

Commenting on the programme expansion, Arundhati Bhattacharya, President and CEO for South and Southeast Asia at Salesforce, said, “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 Program into these markets equips promising startups with the necessary support to solidify their business foundation, accelerate growth, and ultimately, find success at scale.”

Startups based in Malaysia and the Philippines can apply to join the Salesforce Startup Program through the official programme platform. Applications are reviewed on a weekly basis, with eligible companies onboarded on a rolling basis. Salesforce has positioned the programme as part of its long-term commitment to nurturing regional innovation and supporting the next generation of high-growth technology companies.