Kaliber
Kaliber is a Singapore-based, senior-led performance marketing agency for APAC brands, offering Google Ads, Meta Ads, GEO/AI Search optimization, performance creative, and landing page services through its proprietary KaliOS AI operating layer. It serves B2B SaaS, healthcare, and e-commerce clients spending S$5K-S$100K/month on paid media across eight APAC markets via fixed-fee retainers.
- Company typePrivate
- Founded2020
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Kaliber does
Kaliber Asia Pte Ltd is a senior-led performance marketing agency headquartered in Singapore (UEN 202008814M), founded in March 2020 by Robert Lai, a 14-year ex-Google New York executive. The company delivers full-stack paid media management across Google Ads and Meta Ads, performance creative production, landing page design, conversion tracking, and Generative Engine Optimization (GEO) for brands operating in eight APAC markets including Singapore, Malaysia, Indonesia, the Philippines, Thailand, Vietnam, Hong Kong, and Australia. Its proprietary KaliOS platform is an AI-native operating layer that wraps Anthropic Claude with proprietary configuration, live API integrations (Google Ads, Meta Marketing API, Google Search Console, GA4, PostHog, Ahrefs, HubSpot, Salesforce, Pipedrive, ActiveCampaign), pre-loaded campaign data, benchmarks, and playbooks to surface optimization recommendations and budget-reallocation logic through Slack-based human-in-the-loop workflows. KaliOS powers a Performance Flywheel that continuously tests 50+ creative variants per month, with winning hooks fed back into campaigns at platform pace.
The business operates on a fixed-fee retainer model with no media-spend markup across four Performance Engine tiers (S$4,800/S$8,000/S$12,000/S$18,000+ per month, scaled to client media capacity up to S$100K+), three GEO retainer tiers (S$2,750/S$5,000/S$10,000 monthly), and one-time KaliOS system installations for in-house teams (from S$20,000) or agencies (from S$30,000). The GTM is sales-led through 30-minute senior-strategy diagnosis calls rather than SDR-led pitching; 90% of clients are sourced via referral. Customer segments span B2B SaaS and technology (cybersecurity, fintech, HR tech), healthcare and aesthetic clinics, e-commerce and retail, and multi-market expansion brands spending S$5,000-S$100,000 per month on paid media. Verified enterprise logos include Stripe, Pfizer, Unilever, AMD, Okta, and Trend Micro; mid-market clients include Zenyum, Glints, Vipshop, Calecim Professional, Lenskart, and systemsGo. The agency holds Google Premier Partner (top 3% globally) and Ehrenberg-Bass Institute certifications, employs a senior-only practitioner model (15-20+ specialists across APAC pods with no juniors on client accounts), and operates under Singapore PDPA compliance.
Kaliber firmographics
Firmographics- Name
- Kaliber
- Legal name
- Kaliber Asia Pte Ltd
- Website
- https://kaliber.asia
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kaliber is a Singapore-based, senior-led performance marketing agency for APAC brands, offering Google Ads, Meta Ads, GEO/AI Search optimization, performance creative, and landing page services through its proprietary KaliOS AI operating layer. It serves B2B SaaS, healthcare, and e-commerce clients spending S$5K-S$100K/month on paid media across eight APAC markets via fixed-fee retainers.
- Ownership category
- akta.pro rank
Kaliber industry classification
Industry- Product category
- Performance Marketing Services
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Enterprise SEO (Large Sites, Governance, Workflow) (BPAFAJAF)
- akta.pro secondary industry
- SEO Analytics, Reporting & Attribution (KPIs, Dashboards, Forecasting) (BPAFAJAI)
Keywords
Where Kaliber is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Kaliber business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Performance Engine Retainers: Fixed-fee monthly retainers for Google Ads and Meta Ads management. Tiers based on client's monthly media spend (S$20K, S$50K, S$100K, or S$100K+). No spend markup. Performance-based optional component for qualifying businesses.
- GEO Retainers: Monthly retainers for AI Search/GEO services including GEO-optimized articles, competitor tracking, citation analysis, and content strategy. Tiers: Starter (S$2,750), Growth (S$5,000), Authority (S$10,000).
- Creative Supply: Asset supply for in-house teams: AI-powered creative batches, ad copy variants, retargeting variants. From S$1,500 per delivery.
- Destination Supply: AI Max destination variants and sections for campaigns. From S$3,500 per delivery.
- KaliOS Installation: One-time installation of AI-assisted marketing workflows inside in-house teams or agencies. KaliOS In-House from S$20,000; KaliOS Agency from S$30,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Performance Engine 20 - Up to S$20K/month media spend |
| Subscription | Monthly | Performance Engine 50 - Up to S$50K/month media spend |
| Subscription | Monthly | Performance Engine 100 - Up to S$100K/month media spend |
| Subscription | Monthly | Performance Engine Enterprise - S$100K+/month media spend |
| Subscription | Monthly | GEO Starter - AI Search visibility foundation |
| Subscription | Monthly | GEO Growth - Expanded GEO capabilities |
| Subscription | Monthly | GEO Authority - Full GEO strategy |
| Other | Pay-as-you-go | Creative Supply - Asset delivery for in-house teams |
| Other | Pay-as-you-go | Destination Supply - Landing page variants |
| Other | Pay-as-you-go | Full Funnel Supply - Creative + destinations bundle |
| Other | Pay-as-you-go | KaliOS In-House - AI workflows for in-house teams |
| Other | Pay-as-you-go | KaliOS Agency - AI workflows for agencies |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Kaliber product offering
Product offeringCore offering
Kaliber is a Singapore-based, senior-led performance marketing agency that manages Google Ads and Meta Ads campaigns, produces performance creative and landing pages, and delivers Generative Engine Optimization (GEO) for AI Search visibility. Every engagement runs on KaliOS, a proprietary AI-assisted marketing operating system built on Anthropic Claude that connects live ad-platform APIs, campaign data, and senior practitioner judgment to deliver performance marketing output at enterprise quality. The agency serves clients across 8 APAC markets with tiered monthly retainers and à la carte creative, landing page, and workflow-installation services.
Product overview
Kaliber is a senior-led performance marketing agency built around a unified operating system. The core offering is Performance Partner — full-service management of Google Ads, Meta Ads, performance creative, landing pages, and reporting — underpinned by KaliOS, the proprietary AI operating layer that connects campaign data and strategic recommendations into Slack. GEO & AI Search is offered as a separate core service for Generative Engine Optimization. Supporting add-on modules include tiered Performance Engine retainers (Engine 20/50/100/Enterprise), GEO retainer add-ons (Starter/Growth/Authority), Creative Supply and Destination Supply asset services, and KaliOS In-House/Agency system installations. Three free AI audit tools (AI Readability Checker, Compare Two Sites, AI Visibility Audit beta) are offered as lead-generation tools. The Creative System powers 50+ creative variants per month across all engagements. Specialist vertical services exist for aesthetic clinics and healthcare.
Differentiator
Problem solved
Functional benefit
Brands
- Kali OS: Proprietary AI-native operating system for performance marketing that ingests business model, objectives, and brand DNA to produce performance marketing output at enterprise quality and SMB cost.
Products and services
- Performance Partner Full-service managed performance marketing engagement covering Google Ads, Meta Ads, performance creative, landing pages, conversion tracking, and reporting under one roof. Senior practitioners own the outcome with weekly optimization cycles. Designed for B2B SaaS, fintech, healthcare, e-commerce, and growth-stage brands spending meaningfully on paid media across APAC.
- GEO & AI Search Generative Engine Optimization service that improves brand visibility across ChatGPT, Perplexity, and Google AI Overviews. Uses proprietary Content Universe methodology and the Ehrenberg-Bass Category Entry Points framework to position brands where buyers research before they enquire.
- Creative & Landing Page Testing Performance creative and landing page testing engagement for in-house teams. Delivers concepts, hooks, statics, animated variants, landing page variants, and structured test plans with conversion lift measurement. Designed for brands that want senior-led testing assets without outsourcing full media management.
- KaliOS Proprietary AI-native marketing operating system (sub-brand) that combines Anthropic Claude reasoning with Kaliber's frameworks, live ad-platform API integrations (Google Ads, Meta, GA4, Search Console, Ahrefs, PostHog), and senior marketer judgment. Delivers campaign data, creative intelligence, and strategic recommendations inside Slack. Powers every Kaliber engagement.
- Creative Supply Zero-commitment AI-powered creative asset delivery for in-house teams or agencies. From S$1,500 per delivery, includes AI-powered creative batches, ad copy variants, retargeting variants, and campaign angle directions.
- Destination Supply AI Max destination variant supply delivering 3 landing page variants per campaign with hero, proof, and CTA variations. Template or component-based only; custom web development not included. Priced from S$3,500 per delivery.
- Full Funnel Supply Combined creative and destination asset supply from S$3,500 per delivery. Includes AI-powered creative options, launch-ready assets, 3 AI Max destination variants, and a campaign hypothesis for one campaign, one offer, one test cycle.
- KaliOS In-House Installation One-time installation of KaliOS AI-assisted marketing workflows inside an in-house marketing team. From S$20,000. Includes workflow design and build, prompt libraries and guardrails, approval workflow, and team training and handover; workflows and SOPs stay with the client after Kaliber exits.
- KaliOS Agency Installation One-time installation of KaliOS AI-assisted marketing workflows inside an agency. From S$30,000. Includes full production workflow setup, brief generators and reporting tools, team onboarding and documentation, and agency-grade QA with brand guardrails.
- Aesthetic Clinics Marketing Specialized performance marketing service for aesthetic clinics and healthcare brands. Covers visibility, content, trust, and conversion systems with PDPA-compliant data handling, market universe diagnostic tools, and trust gap analysis tailored to clinical regulatory environments.
Quantifiable outcome
- Trend Micro: +1,125% audience reach, -85% eCPM across 32 APAC cities
- +6 more outcomes
Companies that use Kaliber
Customer profileNamed customers18 records
Segments5 records
Ideal customer profiles5 records
Kaliber technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability10 records
Feature6 records
Kaliber partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Google AdscoreKaliber is a Google Premier Partner (top 3% globally) managing Google Ads campaigns for clients. Uses Google Ads API for KaliOS live data integration. AI Max campaign structuring and optimization.
- Meta (Facebook/Instagram)coreKaliber manages Meta Ads campaigns using Meta Marketing API for KaliOS live data integration. Creative systems engineered for Meta Andromeda deep-learning auction model.
- Google Analytics 4supportingGA4 integrated with KaliOS for data and analytics capabilities. Session data, conversion tracking, and performance insights feed into recommendations.
- AhrefssupportingAhrefs integrated with KaliOS for SEO and GEO analysis. Used for keyword tracking, competitive analysis, and AI citation monitoring (Brand Radar).
- Claude (Anthropic)coreClaude powers KaliOS AI reasoning and language capabilities. Provides contextual recommendations, data analysis, and marketing judgment within Slack interface.
- PostHogsupportingPostHog session recording integrated with KaliOS for landing page optimization. Aggregates user behavior patterns across thousands of sessions.
- Google Search ConsolesupportingGoogle Search Console integrated with KaliOS for SEO and GEO performance tracking. Used for keyword rankings and visibility monitoring.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Kaliber competitors and assessment
Company assessmentDirect peers
- Jellyfish: Global digital marketing agency (part of Brandtech Group) offering paid media, creative, and content across 30+ markets. Comparable to Kaliber in multi-market Google/Meta execution and the integration of proprietary technology into client engagements.
- Wpromote: US-headquartered independent performance marketing agency focused on paid search, paid social, SEO, and creative. Closely comparable to Kaliber in offering mix (Google Ads + Meta Ads management, creative, landing page testing) and senior-practitioner positioning.
- Croud: Global digital performance agency with proprietary technology (Croud Control) and an in-house network of on-demand experts. Highly comparable to Kaliber's model of combining senior practitioners with a technology layer for paid media execution.
- Holistic: Singapore-based digital performance marketing agency offering paid media, SEO, and creative services. Directly comparable to Kaliber as a regional peer with overlapping Google Ads, Meta Ads, and performance creative offerings in APAC.
- Tinuiti: Large independent US performance marketing agency covering Google, Meta, programmatic, and creative. Directly comparable to Kaliber across paid media management and creative velocity, with a similar focus on proprietary technology and analytics.
- Brainlabs: Independent digital media agency focused on paid search, paid social, programmatic, and SEO with a strong data and engineering culture. Comparable to Kaliber on performance media management, data signal engineering, and AI-driven optimization.
Broad incumbents
- iProspect: Dentsu's global performance marketing agency, operating at scale across search, social, programmatic, and SEO. Comparable to Kaliber as a performance media peer, but with holding-company scale, broader service breadth, and deeper platform procurement leverage.
- Performics: Publicis Groupe's performance marketing network delivering paid media, commerce, and analytics globally. Broader incumbent peer to Kaliber with overlapping Google/Meta execution capabilities and adjacent offerings in SEO and content.
- Dept Agency: Large global digital agency offering end-to-end marketing, engineering, and creative across multiple continents. Broader incumbent peer to Kaliber with overlapping capabilities in performance media, creative, and AI-driven marketing services at greater scale.
Emerging players
- Profound: Emerging AI-search visibility platform focused on Generative Engine Optimization (GEO), brand citation analytics, and AI Overview monitoring. Comparable to Kaliber's GEO & AI Search offering as a category-defining but still-nascent player in the same emerging space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kaliber social profiles
Digital presenceKaliber compliance and trust
Trust signalCompliance3 records
Kaliber financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kaliber leadership team
Management profileNumber of profiles
Profiles6 records
Kaliber funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kaliber M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kaliber
What does Kaliber do?
Kaliber is a Singapore-based, senior-led performance marketing agency that manages Google Ads and Meta Ads campaigns, produces performance creative and landing pages, and delivers Generative Engine Optimization (GEO) for AI Search visibility. Every engagement runs on KaliOS, a proprietary AI-assisted marketing operating system built on Anthropic Claude that connects live ad-platform APIs, campaign data, and senior practitioner judgment to deliver performance marketing output at enterprise quality. The agency serves clients across 8 APAC markets with tiered monthly retainers and à la carte creative, landing page, and workflow-installation services.
Is Kaliber a public or private company?
Kaliber is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kaliber founded?
Kaliber was founded in 2020. It employs 11 to 50 people.
Where is Kaliber based?
Kaliber is headquartered in Singapore, Singapore, in the Asia region.
How does Kaliber make money?
Five revenue lines are on record. Performance Engine Retainers are the primary driver. The others are GEO Retainers, creative Supply, destination Supply and kaliOS Installation.
Who are Kaliber's main competitors?
Direct peers on record are Jellyfish, Wpromote, Croud, Holistic, Tinuiti and Brainlabs. Broad incumbents are iProspect, Performics and Dept Agency. Profound is listed as an emerging player.
Does Kaliber have an API?
No public API is recorded for Kaliber.
What industry is Kaliber in?
Kaliber's product category is Performance Marketing Services. Its primary akta.pro industry code is BPAFAJAF, Enterprise SEO (Large Sites, Governance, Workflow), with a secondary code of BPAFAJAI, SEO Analytics, Reporting & Attribution (KPIs, Dashboards, Forecasting). Its NAICS code is 541830 and its SIC code is 7311.