Singapore’s Perx is morphing. The startup says it will expand from being just a mobile loyalty app to a platform that manages brands’ customer engagement – from user experience to customer data and marketing analytics.

Fueling this new vision is a “single-digit million dollar” series A funding it raised from Golden Gate Ventures and other investors, including Facebook co-founder Eduardo Saverin, Perx CEO Anna Gong, and its CTO Rob Roach.

Anna and Rob, now heading the revamped Perx (the original co-founders Andrew Roth and Jon Sugihara left the firm), believe the move makes sense.

“Perx has grown remarkably in the last years and we have learnt so much in the process. We are one of the fastest growing companies in our category and we realized we were sitting on great technology that will benefit an even wider market,” says Anna.

Rob adds: “The existing Perx app in Singapore is a proof case of our abilities. We are now making the platform behind it scalable and available to app developers and enterprises as a plug-in solution to integrate customer engagement and rewards management as-a-service.”

The Perx team didn’t give details, but Anna and Rob say that the startup will be able to help businesses “make informed and impactful decisions, accelerate time to market, and remove hassles in creating or managing acquisition and engagement priorities.” Other benefits include the ability to test various marketing campaigns, real-time breadth and depth of customer feedback, and segmentation of customers based on spending and location patterns, as well as browsing behavior.

Perx claims to have over 400,000 registered users, five million monthly app impressions, and partnerships with more than 200 merchants in Singapore.