EDGE for loyalty and marketing automation tools

Yes, as a licence. EDGE's Loyalty Management activity covers "e-loyalty and marketing automation" software for loyalty programmes and automated campaigns, up to a S$5,000 cost cap: at most S$2,500 for an SME and S$1,500 for a non-SME (Loyalty Management page, checked 28 October 2026).

Marketing automation is not listed under its own name. It sits inside Loyalty Management, which is why many people searching the EDGE pages for "marketing automation" do not find it.

The activity in figures

• What it is: E-loyalty and marketing automation for loyalty programmes and automated campaigns
• Support: Up to 50% for SMEs (S$2,500), up to 30% for non-SMEs (S$1,500)
• Cost cap: S$5,000
• Supported costs: Software, capped at 12 months
• Not supported: GST, maintenance
• Outcome: 1 week
• Completion: Within 18 months of approval
• Vendor: IMDA SMEs Go Digital pre-approved

These are maximums. Your Letter of Offer is the only confirmation of your support level.

What the tool grant leaves unfunded

Marketing automation fails or pays back on three things the licence does not include. This is the work we see underestimated most often.

1. The data. Automation can only act on what it knows. Somebody has to decide which customer events and attributes matter, where they come from (website, shop, CRM, point of sale), and how a person is recognised across them. Without this, journeys trigger on the wrong people or not at all.

2. The integration. The tool needs live data from your other systems and has to write results back. Connecting a website, a CRM and an e-commerce platform to a marketing automation tool is usually the largest single cost in the project. Enterprise Singapore's FAQ says data migration and integration costs follow the IMDA package, and professional services "may be supported as part of the solution package where they are assessed to be meaningful" (EDGE FAQ). Integration outside the package is outside the grant.

3. The journeys. Welcome series, abandoned-cart and win-back flows, loyalty tiers, suppression rules and frequency caps. Each needs a goal, a trigger, content and a measure. The grant buys the place to build them, not the building.

Limits to plan around

• One application per solution; the FAQ limits selected single-function solutions to one per UEN.
• All Automation and Digitalisation projects combined share a S$30,000 a year sub-cap inside the S$100,000 company cap, resetting on 1 April.
• The tool must be used in Singapore, and you must still meet the eligibility rules when you claim.
• No work, signature or deposit before you submit.

Who can apply

Companies registered and operating in Singapore, at least 30% owned (directly or indirectly) by Singaporeans or Singapore PRs, judged by ultimate individual ownership. Your own staff apply on the Business Grants Portal with your company's Corppass. Enterprise Singapore states that third-party companies may not apply for or manage the grant for you; the software vendor cannot, and neither can we.

When the project is larger than a tool

If marketing automation is part of a wider change that integrates sales, service and operations data, the Large-scale Digital Transformation activity may be the better test. It asks for measurable impact on growth and efficiency, modern technologies such as data analytics or workflow automation, and integration across systems. Support is up to 50% for SMEs; the cap and outcome time are not published. The assessing officer decides fit.

Where Admiral fits

We plan and build marketing automation and customer data systems for Singapore companies: the data model, the integrations and the journeys. If you use the Loyalty Management grant for the licence, our work is scoped and paid for separately. A grant never reduces our price, and our Blueprint (from S$8,000) and managed growth services are never part of an application or claim.

If your company does not meet the 30% rule, or the automation needs to be live before a grant cycle would finish, the self-funded route is faster. A Sandbox, from S$3,500, gets one working journey live first.

About this page

Admiral Systems is not associated with Enterprise Singapore or IMDA. Figures checked 28 October 2026 against the linked pages, which always take precedence.

Next step

See in 60 seconds whether your automation plan is a tool grant, a larger EDGE activity, or faster self-funded. Start the EDGE fit check.