Expanding to the US is not the right move for every Southeast Asia-based tech startup, but for some, it can be a critical component of their global strategy.

Companies like Igloo, Intellect, fileAI, and Appier have successfully ventured into the US market, each following a unique path but sharing common insights that can serve as valuable lessons for others considering the same move.

On the company case studies

👉 igloo — smart access solutions (from smart locks to integrated asset management systems) company announced expansion to the US in 2021

👉 Intellect — hyperlocal mental healthcare platform announced a partnership with US employee benefits company Acressa in 2024

👉 fileAI — horizontal data processing and workflow automation platform recently begun their push into the US alongside their Series A round in 2025

👉 Appier — AI platform for business intelligence and marketing expanded to the US in 2021 same year they went public in Tokyo

1. Expansion is Not an Overnight Decision—It’s Built on Brand Recognition and Distribution

A successful US expansion is often the result of years of groundwork in brand-building and market presence.

Igloo had its earliest US customers through Airbnb hosts before officially entering the market. Revenue growth and industry recognition, including presence at CES, contributed to a strong foundation for their launch.

Intellect’s consumer app gained traction in the US early on, amassing 100K users by 2024. This adoption paved the way for their partnership with Acressa’s sister company, Ameriflex, and their subsequent entry into the North American telehealth market.

Serving multinational companies from a Southeast Asian base helps generate word-of-mouth traction globally. World-class performance can open doors to larger markets like the US organically.

2. Southeast Asian Roots Can Be a Strategic Advantage

Operating from Singapore or elsewhere in Southeast Asia provides unique leverage points for global expansion.

Igloo, as a Singapore-based company, tapped into government support from Enterprise Singapore, which facilitated its first partnership in the US.

fileAI’s experience working across diverse languages, formats, industries, and integrations in Southeast Asia gave it an edge in adapting to the complex US market.

3. Go-To-Market Success for Organizational Transformation Solutions Requires Local Talent and Partnerships

Having boots on the ground remains essential, even in an era of AI-driven operations.

Intellect strategically partnered with a local US employee benefits provider to drive its expansion.

Igloo hired industry leaders and established a local headquarters to accelerate commercial momentum in what they deemed a priority market.

Even with AI-powered automation, human presence is crucial for solutions involving organizational transformation, such as structured mental health care, smart access infrastructure, and workflow automation.

4. Competitive Advantage Lies in Unique Value Creation and Capture

Finding under-served niches within the market can be key to gaining a foothold in the US.

Igloo expanded beyond rentals to cater to storage and warehouse security needs.

fileAI addressed persistent manual workflows in organizations that had already invested heavily in digital transformation but still faced inefficiencies.

Intellect capitalized on its success supporting multinational workforces with hyperlocal mental healthcare, an approach that resonated with US enterprises.

Localization capabilities remain a key strength, even in the US, and Southeast Asian startups often develop this expertise early due to the diverse nature of their home markets.

The least competitive strategy is to serve the “average” customer—targeting high-value, specific use cases is a better approach.

5. US Expansion Can Be Accelerated by First Movers and Local Competitors

The US market is highly competitive, with well-funded startups entering earlier in their journey. However, these competitors can sometimes be a source of advantage.

First movers and local competitors can speed up sales cycles by creating market awareness and demand.

Appier found that unlike in Asian markets, US buyers were already familiar with machine learning, allowing them to focus on deployment rather than education.

Understanding the maturity of the US venture ecosystem—where startups scale faster due to abundant funding—can help Southeast Asian startups plan their approach strategically.

Expanding to the US is a major strategic decision that requires careful planning, strong market positioning, and the right partnerships. While it may not be the best move for every Southeast Asian startup, companies that lay the groundwork, leverage their regional strengths, and find the right opportunities for differentiation can successfully enter and thrive in one of the world’s most competitive tech landscapes.

🎙️ These insights are drawn from our podcasts:

(1) Cassandra Loh, SVP of Partnerships & Solutions, from Intellect

(2) AI Transformation panel featuring fileAI (stay tuned)

(3) Anthony Chow, CEO and co-founder of igloo

(4) Panel with Appier CEO and co-founder Chih Han Yu