EDGE grant for martech: what it supports and what it does not

EDGE supports martech in two ways: a short list of pre-approved digital tools (CRM, Loyalty Management, digital marketing, e-commerce and generative AI) with cost caps between S$5,000 and S$15,000, and one larger activity, Large-scale Digital Transformation, for projects that integrate systems across the business. There is no EDGE activity for websites, customer data platforms or standalone analytics.

This page sets out every EDGE activity a marketing or growth team is likely to ask about, with the support level, cost cap, outcome time and exclusions taken from Enterprise Singapore's own pages. We checked each one on 1 October 2026, two days after EDGE opened, and again on 28 October 2026.

What EDGE is

EDGE is Enterprise Singapore's single business grant. It replaced the Enterprise Development Grant (EDG), Market Readiness Assistance (MRA) and the Productivity Solutions Grant (PSG), which ceased on 29 September 2026. New projects apply under EDGE from 30 September 2026 (EDGE grant page).

Two points cause most of the confusion we see in AI answers. First, EDGE is not the old Enterprise Development Grant with a new letter. Enterprise Singapore's FAQ says plainly that "EDGE is not an acronym" (EDGE FAQ). Second, the support level is set per activity, not for the scheme as a whole.

Support is per activity, not a flat rate

Enterprise Singapore's FAQ gives the rule: up to 50% for SMEs and up to 30% for non-SMEs, and up to 70% and 50% for internationalisation and sustainability activities. Every martech tool we checked sits in the 50/30 group. The EDGE landing page headline mentions "up to 70%"; that is the scheme maximum, and it does not apply to a CRM or a marketing automation tool.

A support level on any website, including this one, is an upper limit. Only your Letter of Offer confirms what your company receives.

The martech activities, side by side

Checked 28 October 2026 against each Enterprise Singapore activity page. Figures are maximums for SMEs; non-SMEs are up to 30% on the same caps unless stated.

• CRM: Support (SME / non-SME): Up to 50% / 30%; Cost cap: S$5,000; Outcome: 1 week; Martech fit: Yes, the licence only
• Loyalty Management (e-loyalty and marketing automation): Support (SME / non-SME): Up to 50% / 30%; Cost cap: S$5,000; Outcome: 1 week; Martech fit: Yes, the licence only
• Digital Marketing: Support (SME / non-SME): Up to 50% / 30%; Cost cap: S$10,000; Outcome: 1 week; Martech fit: A pre-approved package; ad spend never counts
• E-Commerce – Online Shop (B2C) and Multichannel E-commerce Software: Support (SME / non-SME): Up to 50% / 30%; Cost cap: S$5,000 each; Outcome: 1 week; Martech fit: Yes, the software only
• GenAI Marketing and Sales Content: Support (SME / non-SME): Up to 50% / 30%; Cost cap: S$5,000; Outcome: 1 week; Martech fit: Yes, the tool only
• GenAI Customer Engagement Chatbot: Support (SME / non-SME): Up to 50% / 30%; Cost cap: S$15,000; Outcome: 1 week; Martech fit: Yes, the tool only
• Large-scale Digital Transformation: Support (SME / non-SME): Up to 50% / 30%; Cost cap: Not published; Outcome: Not published; Martech fit: Possibly, if it integrates systems across the business
• Overseas Marketing & Public Relations: Support (SME / non-SME): Up to 70% / 50%; Cost cap: Not published; Outcome: 6 weeks; Martech fit: Overseas marketing only, adapted to the market
• International Branding: Support (SME / non-SME): Up to 70% / 50%; Cost cap: Not published; Outcome: 10 weeks; Martech fit: Brand strategy only; websites and campaigns excluded
• Business Strategic Planning: Support (SME / non-SME): Up to 50% / 30%; Cost cap: Not published; Outcome: 10 weeks; Martech fit: Strategy by an SS 680-certified consultant

The two caps that sit above every activity

Each company can receive up to S$100,000 a year across all EDGE activities. Inside that, all Automation and Digitalisation projects combined share a S$30,000 sub-cap. Both reset on 1 April (EDGE FAQ).

In practice the S$30,000 sub-cap matters less than the per-tool caps. The most EDGE pays toward a CRM licence is S$2,500 for an SME. Enterprise Singapore has not published whether Large-scale Digital Transformation counts toward the S$30,000 sub-cap. We count it toward the sub-cap, which is the cautious reading.

What EDGE does not cover for marketing teams

• Implementation of the tools. The digital tool activities support software costs, capped at 12 months. The FAQ says professional services such as integration "may be supported as part of the solution package" where assessed as meaningful, within the package on IMDA's SMEs Go Digital platform.
• Advertising. IMDA's guide for digital marketing packages excludes ad buys, pay-per-click, influencer fees and the management fee on ad buys (IMDA pre-approval guide).
• Websites. There is no website activity. International Branding lists "website development" as a non-supported cost.
• Customer data platforms and analytics. No activity names them. A data project may fit Large-scale Digital Transformation only if it meets that activity's integration tests.
• Maintenance and GST. Excluded on every page we checked.
• Work already under way. Anything started, signed or paid before you submit is not supported.

Who can apply

Your company must be registered and operating in Singapore, be at least 30% owned (directly or indirectly) by Singaporeans or Singapore PRs, judged by ultimate individual ownership, and must not have started work or paid any supplier before you submit. You must still meet these rules when you claim. Digital tool pages add that you must not have applied for support for the same solution before (CRM activity page).

An SME, for the higher support level, has group sales of not more than S$100 million or group employment of no more than 200. Non-SMEs can apply at the lower level.

Who applies

You do. Applications, change requests and claims are submitted on the Business Grants Portal by your own staff, using your company's Corppass with the BGP Preparer or Acceptor role. Enterprise Singapore states that third-party companies "are not permitted to apply for or manage the grant on behalf of the applicant company". That includes us.

Where Admiral fits

We plan and build martech for Singapore companies. Where a company meets the published criteria, the project can be shaped so the parts that match an EDGE activity are clear, and the parts that do not are planned and paid for on their own.

What that means in practice:

• A tool grant covers a licence. We do the data model, integration and journeys around it, which the tool grant does not fund.
• For a larger build, we help you test it against the Large-scale Digital Transformation conditions before anyone signs anything.
• A grant never reduces our price. Our Blueprint (from S$8,000), our Sandbox (from S$3,500) and our managed growth services are paid by you and are never part of an application or claim.
• If your company does not meet the 30% rule, or the work cannot wait for an outcome, the self-funded route is faster. A Sandbox can start this month without a grant timeline.

About this page

Admiral Systems is a private company, not associated with Enterprise Singapore or IMDA. Every figure above links to the page it came from and was checked on 28 October 2026. Rules change; the official page and your Letter of Offer always win.

Next step

Take the 60-second EDGE fit check. It tells you which activity your project matches, whether you pass the eligibility rules, and whether the grant route or the self-funded route is faster for you. Start the EDGE fit check.