Malaysia’s Razer Fintech, the Fintech division of Razer (a multinational financial service provider), has teamed up with Singapore’s Lifestyle Marketing SaaS (software-as-a-service) provider, Perx Technologies, in order to provide better mobile-first customer engagement for financial services.

Through the partnership, Razer Fintech will focus on transforming or redefining the digital banking experience for customers, particularly the younger users (including Millennials and Gen Z users). Razer will also be launching what it calls the world’s first Youth Bank.

The partnership will aim to leverage Razer’s global following which includes many gaming communities. The Fintech solution provider will be working on redefining the user experience in a manner that will appeal to “digital-natives.” Attributes such as customers’ lifestyle, preferences and goals may play a key role in developing the neobank’s overall customer engagement strategy. By partnering with Perx Technologies, Razer Fintech will be in a better position to offer more interactive banking experiences which would include special rewards for customers.

As a “digital-native” and mobile-first Fintech firm, Razer believes it’s important to have fast time-to-market strategies and appropriate scalability solutions to accommodate potentially fast growth and adoption of its new banking services.

According to a release, the Perx platform is highly scalable and has been built using an API based architecture. This should allow Razer to effectively manage its technical and customer engagement strategies in a seamless manner, the release noted.

As mentioned in the announcement:

”By integrating the well-known concept of gamification into the transaction-oriented traditional banking industry, Razer Fintech customers are set to experience a seamless, digital lifestyle — personalized to reward every action. The Perx platform further ties the last-mile customer experience with relevant business KPIs to monitor the effectiveness of the customer engagement to drive better results.”

Anna Gong, CEO at Perx Technologies, stated that with customers now increasingly using their smartphones to make online purchases or engage with e-commerce platforms, it’s become harder for brands and service providers to accommodate these changes in consumer behavior. Gong added that partnering with Razer Fintech will allow them to “reinvent banking traditions.”

Eduard Fabian, CTO at Razer Fintech, stated:

“Continuously engaging our customers through regional and global challenges have played a key role in the strong following Razer enjoys globally…. This strategic partnership with Perx will enable us to deliver the same [type of] experience millions of Razer customers are used to, in an industry like banking that beckons to be redefined.”

Earlier this month, Razer Fintech partnered with Franklin Templeton to offer digital wealth management services to Millennials in Singapore and other Asian countries.