EDGE Grant Singapore: What Is It, Who Qualifies & How Businesses Can Use It To Grow

October 7, 2026

Singapore businesses have a new grant framework to understand. From 30 September 2026, Enterprise Singapore stopped accepting new applications under the Enterprise Development Grant (EDG), Market Readiness Assistance (MRA) and Productivity Solutions Grant (PSG). Instead, businesses applying for new business grant support now do so under the EDGE Grant. However, Enterprise Singapore will continue processing existing EDG, MRA and PSG submissions or projects under their respective schemes.

For business owners, this creates an important question: what exactly is the EDGE Grant, and what does it actually mean for your company?

If you are already considering a digital transformation project, ecommerce solution, digital marketing system or overseas expansion plan, understanding the EDGE Grant matters before you commit to a project or engage a supplier.

What This EDGE Grant Guide Covers

This guide breaks down the EDGE Grant based on Enterprise Singapore’s current information as of October 2026. In addition, it explains where the EDGE Grant may be relevant to businesses in different sectors and where the information is still not clear.

If you are looking for a digital marketing agency to discuss the digital side of your business transformation, we will also explain what Omni Digital can and cannot claim about EDGE Grant support.

Most importantly, this is not a guide about how to “get a grant” at all costs.

Instead, it is about understanding the EDGE Grant accurately, identifying activities that may actually fit your business, and then deciding whether the project makes commercial sense.

What Is the EDGE Grant?

In simple terms, the EDGE Grant is Enterprise Singapore’s current grant framework for Singapore companies starting new projects to upgrade capabilities, improve efficiency and expand overseas.

Enterprise Singapore states that the EDGE Grant covers eight business areas and more than 150 activities. For example, these activities include areas such as automation and digitalisation, business strategy, financial management, innovation, internationalisation, standards and sustainability.

However, there is one important accuracy point here.

Enterprise Singapore’s current EDGE Grant page says there are eight business areas, but the text on the page currently spells out seven of the areas by name. So, rather than guessing what the eighth area is, we will not add an unsupported category to this article.

Instead, businesses should use Enterprise Singapore’s activity search and the specific activity pages to identify the support that actually matches their project.

In particular, you can refer directly to the current EDGE Grant page when checking the latest activity list.

Start With the Business Problem

The important point is that the EDGE Grant is broader than a single digitalisation subsidy.

In fact, it covers different types of business projects. Therefore, the right way to approach the EDGE Grant is to start with the business problem you are trying to solve.

For example:

Business need	Possible EDGE Grant direction
Automate a business process	Automation & Digitalisation
Adopt a digital solution	Automation & Digitalisation
Build an online store	E-Commerce activity
Improve digital marketing operations	Digital Marketing activity
Use AI for marketing content	GenAI Marketing and Sales Content Generation
Expand overseas	Internationalisation
Improve business strategy	Business Strategy
Develop a product	Innovation
Adopt certain standards	Standards
Improve sustainability capabilities	Sustainability

However, treat this table as a starting point, not a promise of eligibility.

After all, the exact support depends on the specific activity, the project conditions and your company’s circumstances.

Why Was the EDGE Grant Introduced?

The simplest way to understand the change is this: Singapore has moved new business grant applications that previously went through EDG, PSG and MRA into the EDGE Grant framework.

Enterprise Singapore states that EDG, MRA and PSG ceased for new applications on 29 September 2026. From 30 September 2026 onwards, businesses apply for business grant support under the EDGE Grant. Meanwhile, Enterprise Singapore continues to process existing submissions and projects.

This matters because many businesses previously had to understand different grant schemes depending on what they wanted to do.

For example, PSG covered specific productivity solutions.

Similarly, EDG supported projects aimed at business upgrading, innovation and growth.

MRA, in turn, supported overseas market expansion.

Now, however, businesses can begin with the activity they need under the EDGE Grant framework.

That does not mean Enterprise Singapore automatically approves every project.

It also does not mean every business receives the same percentage of support.

Instead, Enterprise Singapore states that support levels differ by activity.

Therefore, you should not view the EDGE Grant as a blanket 70% subsidy.

In short, that distinction is extremely important.

How Much Funding Can You Get Under the EDGE Grant?

Enterprise Singapore currently states that businesses can receive up to 70% support for SMEs and up to 50% for non-SMEs.

However, these are maximum support levels at the EDGE Grant framework level.

In practice, the actual support level depends on the specific activity.

There is also an overall annual cap.

In particular, businesses can access up to S$100,000 in total EDGE Grant support per year across all activities. Enterprise Singapore states that all activities share this cap, and that it refreshes on 1 April each year.

As a result, a company should not assume that it has S$100,000 available for every individual project.

In other words, the S$100,000 figure is a total annual grant support cap across activities.

Digital Marketing Activity Limits

This distinction becomes even more important when looking at specific digitalisation activities.

For example, the current Digital Marketing activity has its own limits. Enterprise Singapore states that:

SMEs can receive up to 50% support, capped at S$5,000.
Non-SMEs can receive up to 30% support, capped at S$3,000.
The activity cost cap is S$10,000.
Automation and Digitalisation projects collectively count towards a S$30,000 annual grant cap within the overall S$100,000 EDGE Grant annual cap.

So, if someone tells you that the EDGE Grant means “the government pays 70% of your digital marketing”, that would be an inaccurate oversimplification.

After all, the specific Digital Marketing activity currently has different support levels.

Therefore, always check the individual activity.

Is the EDGE Grant a Reimbursement Grant?

Yes.

Enterprise Singapore states that it disburses EDGE Grant support on a reimbursement basis. In other words, businesses can submit claims once they complete the activity and make full payment.

This means businesses should not think of the EDGE Grant as money that automatically appears in the bank account before the project begins.

Instead, businesses need to understand the project conditions, complete the approved activity, make the required payments and then submit the claim according to the relevant requirements.

As a result, this is important for cash-flow planning.

For example, if your business does not have sufficient cash flow to pay for the project before reimbursement, the grant percentage alone does not solve that problem.

Therefore, when evaluating an EDGE Grant project, consider both:

The potential grant support.
Your ability to fund the project according to the grant’s payment and claim requirements.

What Business Areas Does the EDGE Grant Cover?

Enterprise Singapore says the EDGE Grant covers eight business areas and more than 150 activities.

In particular, the current page explicitly names:

Business area stated on Enterprise Singapore’s page	Examples of what the framework can cover
Automation & Digitalisation	Digital solutions, automation and digital tools
Business Strategy	Business planning and strategic capability
Financial Management	Financial capability and management
Innovation	Product and innovation-related activities
Internationalisation	Overseas expansion
Standards	Standards adoption
Sustainability	Sustainability-related projects

Again, Enterprise Singapore currently says there are eight areas, while the visible text names seven.

Therefore, we are deliberately not filling in the missing eighth category ourselves.

Instead, the activity-level pages are more useful for business owners because they tell you exactly what a particular activity aims to support.

In particular, this is relevant if your goal is digital marketing.

Can the EDGE Grant Support Digital Marketing?

Yes. In fact, this is one of the clearest areas where the current EDGE Grant information directly affects Omni’s audience.

Enterprise Singapore currently has a specific Digital Marketing activity under Automation & Digitalisation.

The activity covers digital marketing campaign management solutions that help businesses create, execute and optimise online marketing initiatives to promote products and convert customers.

Importantly, Enterprise Singapore states that the Digital Marketing activity applies to all sectors.

You can read the current Digital Marketing activity details directly from Enterprise Singapore.

For Omni’s target audience, that is significant.

For example, it means businesses in different sectors can potentially look at the Digital Marketing activity rather than assuming the EDGE Grant only suits technology companies or traditional operational digitalisation.

However, there is an important distinction.

The EDGE Grant does not mean that it automatically supports every marketing expense.

Instead, Enterprise Singapore built the specific Digital Marketing activity around a digital marketing campaign management solution.

Supported Costs Under the Digital Marketing Activity

Enterprise Singapore states that the activity has a S$10,000 cost cap, with the support levels mentioned earlier.

In addition, it specifies software costs, capped at 12 months, as the supported cost. Meanwhile, it lists GST and maintenance costs among non-supported costs.

Therefore, businesses should not automatically assume that they can claim an ordinary advertising retainer, an advertising budget or every type of marketing service.

After all, that would go beyond what Enterprise Singapore currently states.

What Are the Eligibility Requirements for the EDGE Grant Digital Marketing Activity?

The general EDGE Grant page gives the overall framework.

However, specific activities can have their own requirements.

For the Digital Marketing activity, for example, Enterprise Singapore currently states that the business entity must:

Be registered and operating in Singapore.
Have at least 30% ownership, directly or indirectly, by Singapore citizens and/or Singapore PRs based on ultimate individual ownership.
Not be a home-based business.
Not have started work or made payment or a deposit to a supplier, vendor or third party before application submission.
Not have previously applied for grant support for the same solution.
Use or implement the digital solution in Singapore.

In fact, this is one of the most important sections in the entire EDGE Grant guide.

Why?

Because timing matters.

For instance, if you have already started the project or paid the supplier before applying, you may create an eligibility problem for the specific Digital Marketing activity.

Therefore, do not sign a contract, pay a deposit or start work simply because you expect approval for the EDGE Grant.

Instead, check the relevant activity requirements first.

Does the EDGE Grant Apply to All Industries?

The overall EDGE Grant covers a wide range of business activities.

More specifically, the Digital Marketing activity states that its sector coverage is “All sectors”.

As a result, that makes it relevant to many businesses that Omni works with.

For example:

Finance
Education
Home & Living
Ecommerce
Professional services
B2B businesses
Retail and consumer businesses

However, “all sectors” does not mean “all projects”.

In other words, the solution itself still has to fit the activity requirements. The same applies to any performance marketing Singapore project: the grant may support a qualifying solution, but not necessarily the full campaign around it.

So, if a finance company wants to improve its customer acquisition, that does not automatically mean the grant supports every proposed marketing project.

Likewise, an education business cannot assume that every campaign or advertising expense will qualify simply because education falls within the activity’s sector coverage.

In short, the project still needs to match the specific solution.

EDGE Grant for Finance Businesses

Finance businesses often have a different marketing challenge from ecommerce companies.

For example, a finance business may need to build trust, communicate complex products clearly and generate enquiries from customers who may require more consideration before taking action.

Therefore, digital marketing can play a role in:

Customer education
Lead generation
Brand visibility
Digital customer journeys
Content
Conversion processes

However, businesses should distinguish between the marketing strategy they want and the specific solution that the EDGE Grant supports.

For example, saying:

“We want to spend S$10,000 on Facebook advertising.”

is not the same as saying:

“We want to adopt a qualifying digital marketing campaign management solution.”

In fact, the second describes a capability more closely aligned with the activity description.

Even so, you must confirm whether a specific project qualifies through Enterprise Singapore’s current requirements and application process.

If you are unsure, say so.

After all, do not build a project around an assumption that nobody has confirmed.

EDGE Grant for Education Businesses

Education is another sector where digital acquisition can be commercially important.

In fact, Omni’s own case study material includes education businesses.

For Bright Culture, for example, Omni’s case study describes improvements involving a conversion-focused landing page, campaign objective changes and refreshed advertising creative. The case study reports a reduction in CPA and improved campaign revenue performance. You can see this and other examples in Our Case Studies.

That experience is useful as a marketing example.

However, do not confuse it with an EDGE Grant example.

After all, there is no basis for saying that the EDGE Grant funded the Bright Culture project.

Instead, the relevant lesson is that digital marketing performance can depend on more than simply buying advertisements.

For example, a business may need to consider:

The offer.
The audience.
The creative.
The landing page.
Tracking.
Follow-up.
Conversion.

Therefore, if an education company is considering an EDGE Grant digitalisation project, it should first identify the actual business capability it wants to improve.

EDGE Grant for Home & Living Businesses

Home and living businesses often have products that require more consideration before purchase.

For example, furniture, flooring, renovation-related products and other home products may require customers to compare:

Price
Design
Quality
Durability
Warranty
Reviews
Installation
Service

As a result, simply generating traffic is not always enough.

For instance, Omni’s case study material includes Wood Origins, a Singapore home and living business. The case study describes multi-channel paid advertising across Meta, Google and TikTok, conversion-focused video ads, landing pages and structured testing. It also reports more than seven figures in revenue in the first ten months.

Again, this is an Omni case study, not an EDGE Grant-funded case study.

In short, the distinction matters.

The example demonstrates what a structured digital acquisition system can involve. However, it does not prove that every component of such a system is eligible under the EDGE Grant.

That is why you should consider the grant and marketing strategy separately.

First, identify the business problem.

Next, identify the qualifying activity.

Then, determine which part of the proposed solution actually falls within that activity.

EDGE Grant for Ecommerce Businesses

Ecommerce businesses have one particularly clear EDGE Grant activity to consider.

Enterprise Singapore currently lists an E-Commerce, Online Shop, B2C activity under Automation & Digitalisation.

In particular, the activity helps businesses establish ecommerce platforms with integrated secure payment processing to enable direct online sales of products and services to consumers. It also applies to all sectors.

For example, the current activity details state:

Item	Current support
SME support	Up to 50%, capped at S$2,500
Non-SME support	Up to 30%, capped at S$1,500
Activity cost cap	S$5,000
Sector	All sectors
Project completion	Within 18 months from approval
Solution usage	Must be used or implemented in Singapore

In addition, the activity has specific eligibility requirements, including the 30% local ownership requirement and the condition that work or payment to a supplier, vendor or third party must not start before application submission.

You can review the current E-Commerce activity directly from Enterprise Singapore.

For an ecommerce company, however, this is very different from saying:

“I want funding for my ecommerce marketing.”

After all, the activity specifically concerns establishing an ecommerce platform with secure payment processing.

So, again, the exact project matters.

What About AI and GenAI Marketing?

This is another area worth watching.

Enterprise Singapore currently lists a GenAI Marketing and Sales Content Generation activity under Automation & Digitalisation.

The activity centres on AI-powered tools for creating tailored marketing content and campaign strategies, while generating insights to optimise marketing performance and customer engagement. In addition, it applies to all sectors.

For example, the current support details state:

SMEs: up to 50%, capped at S$2,500.
Non-SMEs: up to 30%, capped at S$1,500.
Activity cost cap: S$5,000.
Project completion: within 18 months from approval.
Supported cost: software costs, capped at 12 months.

This is particularly relevant as businesses become more interested in AI.

However, it is important not to turn the EDGE Grant into an “AI grant” in your mind.

After all, the EDGE Grant is broader than AI.

In other words, AI is simply one type of activity that appears within the current digitalisation framework.

Singapore is also expanding broader AI support. For instance, IMDA’s National AI Impact Programme aims to support 10,000 enterprises over three years in advancing their AI adoption journey.

Therefore, businesses considering AI should distinguish between EDGE Grant activities and other government programmes.

Can EDGE Grant Pay for Facebook Ads or Google Ads?

This is one of the questions businesses are most likely to ask.

The safest answer is: do not assume the Digital Marketing activity supports advertising spend itself.

For example, Enterprise Singapore’s current Digital Marketing activity describes a digital marketing campaign management solution and lists software costs as the supported cost.

However, the activity page does not state that it covers ordinary advertising media spend.

That means businesses should not read “Digital Marketing” and automatically conclude:

“Great, my Meta Ads budget is 50% funded.”

In fact, the current activity page does not support that conclusion.

Similarly, businesses should not assume that the grant covers Google Ads media spend, influencer payments or every creative production expense.

Instead, the correct approach is to examine the exact solution and supported costs. A reputable digital marketing agency Singapore businesses work with should be clear about which parts of a proposal involve media spend and which involve software or services.

If the information is unclear, therefore, check with Enterprise Singapore before committing.

Can EDGE Grant Pay for an SEO Campaign?

Again, do not assume.

The old EDG page had explicit exclusions for SEO and SEM under its former Strategic Brand and Marketing Development project category.

However, that is the previous EDG framework, which ceased for new applications on 29 September 2026.

The current EDGE Grant framework, in contrast, has a specific Digital Marketing activity.

Therefore, businesses should not simply copy an old EDG article and apply its rules to the EDGE Grant.

At the same time, we also should not claim that the new EDGE Grant covers a general SEO retainer unless the current EDGE activity specifically says so.

In particular, the current Digital Marketing page describes a digital marketing campaign management solution and supported software costs.

So, the accurate answer is:

The current EDGE Grant page does not give us enough basis to say that businesses can automatically claim a general SEO service or SEO retainer.

If your proposed project involves SEO, therefore, confirm the exact qualifying activity and supported cost with Enterprise Singapore.

What About Overseas Marketing?

The EDGE Grant is not limited to Singapore-only activities.

For example, Enterprise Singapore currently lists an Overseas Marketing & Public Relations activity under Internationalisation.

This activity supports marketing and PR activities that build brand visibility and product awareness in overseas markets. For instance, listed examples include in-store promotions, roadshows, pop-up stores and publicity through social media and online or offline media channels.

The current activity provides up to 70% support for SMEs and up to 50% for non-SMEs.

In addition, it counts towards the overall S$100,000 annual grant cap.

Businesses must also complete the project within 12 months from approval.

You can review the current Overseas Marketing activity for the detailed requirements.

However, there are also important exclusions.

For example, Enterprise Singapore states that this activity does not support activities aimed at generating domestic business opportunities.

Therefore, if a Singapore business wants to use the EDGE Grant for an overseas expansion campaign, it needs to structure the project around the overseas market rather than simply relabelling a domestic marketing campaign.

How Does the EDGE Grant Application Work?

The exact application process depends on the activity.

For the Digital Marketing activity, for example, Enterprise Singapore currently outlines a process involving:

Preparing the required documents.
Identifying a suitable vendor and solution.
Obtaining a vendor quotation.
Building the solution package.
Confirming the solution package.
Applying through the Business Grants Portal.
Receiving the Letter of Offer if Enterprise Singapore approves the application.
Completing the project.
Preparing the claim.
Submitting the claim.
Receiving the disbursement after approval.

The process is therefore not simply:

“Find a marketing agency, pay them and claim 50%.”

Instead, there are steps before the project begins.

There are also steps after you complete the project.

Do You Apply Before Starting the Project?

This is one of the most important EDGE Grant rules to understand.

For the Digital Marketing activity, Enterprise Singapore states that businesses must not have started work or made any payment or deposit to a supplier, vendor or third party before submitting the application.

Therefore, timing matters.

In practice, a safer sequence is:

Business problem → Proposed solution → Check EDGE activity → Check eligibility → Select suitable vendor → Prepare application → Apply → Receive approval → Start project

Not:

Business problem → Start project → Pay vendor → Ask whether EDGE Grant can reimburse it

After all, the second approach can create problems.

So, if you are considering an EDGE Grant project, check the rules before you start spending.

Do Businesses Apply Through the Business Grants Portal?

Yes.

The current Digital Marketing activity directs applicants to apply through the Business Grants Portal using the company’s Corppass account.

In addition, Enterprise Singapore states that it does not permit third-party companies to apply for or manage the grant on behalf of the applicant company.

This is important for businesses working with consultants or a digital marketing agency.

For example, a supplier can potentially provide the solution or service where the activity allows it.

However, the applicant company remains responsible for its own grant application.

Therefore, be cautious if someone tells you:

“Just pay us and we will apply for the grant for you.”

In fact, that is not how Enterprise Singapore describes the current Digital Marketing application process.

How Does Reimbursement Work?

As mentioned, the EDGE Grant is reimbursement-based.

For the Digital Marketing activity, Enterprise Singapore states that businesses must pay all project expenses in full before submitting the claim.

Once Enterprise Singapore approves the claim, it can make disbursement through PayNow Corporate or GIRO.

In particular, the current page states that businesses can expect PayNow Corporate disbursement within 14 working days after claim approval, while GIRO may take up to eight weeks.

Therefore, cash flow planning matters.

For example, a business should understand:

Project cost
Approved grant amount
Payment timing
Project completion requirements
Claim requirements
Expected reimbursement timing

As a result, the EDGE Grant becomes a financial planning consideration, not simply a marketing decision.

What Should Businesses Prepare Before Applying?

Before you think about the EDGE Grant application itself, start with the business problem.

For example:

Problem 1: We are generating traffic but not enough customers.

In this case, you may need to investigate:

Landing pages
Customer journey
Offer
Tracking
Creative
Conversion rate

Problem 2: Our marketing is too manual.

Here, you may need:

Digital marketing software
Automation
AI content tools
CRM
Reporting systems

Problem 3: We want to launch ecommerce.

In that situation, you may need:

Ecommerce platform
Secure payment processing
Product catalogue
Online checkout

Problem 4: We want to enter another country.

Finally, for overseas expansion, you may need:

Overseas marketing
Local market adaptation
PR
Market-specific campaigns

In short, the EDGE Grant should come after this thinking.

Not before it.

What Is the Best Way to Think About the EDGE Grant?

Think about the EDGE Grant as a business transformation tool.

So, do not start with:

“How much money can I claim?”

Instead, start with:

“What capability does my business need to build?”

In fact, that difference can completely change the quality of the project.

For example, imagine an ecommerce company that is struggling to grow.

It could say:

“We need more ads.”

But perhaps the real problem is:

Poor product pages
Weak checkout
No customer data
Poor creative
Weak repeat purchase strategy
No structured digital marketing process

In that case, more advertising would not necessarily solve those problems.

Similarly, an education business might say:

“We need more leads.”

However, the real problem could be poor lead quality. Our guide to cheap leads low quality enquiries explores why more enquiries do not always mean more customers.

In addition, Omni’s own marketing case studies include examples where landing pages, tracking, creative testing and campaign structure were important parts of improving performance.

Therefore, the grant should support the right capability rather than simply increase spending on the existing problem.

What Could the EDGE Grant Mean for Your Business?

This is where the EDGE Grant becomes more interesting for Omni’s audience.

After all, the opportunity is not identical for every business.

Instead, consider your business according to its current stage.

Business situation	Potential direction to investigate
Need basic digital marketing capability	Digital Marketing activity
Need an ecommerce platform	E-Commerce, Online Shop, B2C
Want to use AI for marketing content	GenAI Marketing and Sales Content Generation
Want to expand overseas	Internationalisation activities
Need automation	Automation & Digitalisation
Developing a new product	Innovation
Need better strategic planning	Business Strategy

The word to remember is “investigate”.

In other words, these are not promises of approval.

Rather, they are examples of how the current activity structure can map to different business needs.

How Omni Digital Can Support You Through the EDGE Grant

This is where Omni Digital can potentially become relevant.

Omni’s role is not to tell a business:

“Don’t worry, the grant covers your entire marketing budget.”

After all, that would be irresponsible.

Instead, Omni can help businesses think through the digital marketing side of the project.

For example, Omni can help you examine:

What is currently happening in your marketing?
Where are the biggest performance gaps?
Which digital capabilities are missing?
How does the customer journey look?
What needs to improve?
Which marketing activities are commercially important?
What should you measure?
Which type of digital marketing solution makes sense?

In particular, Omni’s corporate material positions the agency around omni-channel marketing, high-impact advertising campaigns, creative, landing pages, tracking and measurable sales and ROI.

As a result, that makes the conversation broader than simply buying advertisements.

For example, a business could be looking at:

Customer acquisition → Creative → Landing page → Lead capture → Follow-up → Tracking → Optimisation

In short, that is a business system.

An Important Caveat About Omni and the EDGE Grant

However, there is an important EDGE Grant caveat.

We are not claiming that the EDGE Grant automatically supports every Omni Digital service.

We are also not claiming that Omni Digital is currently a pre-approved vendor for every EDGE Grant Digital Marketing solution.

In fact, Enterprise Singapore’s current Digital Marketing activity directs applicants to SMEs Go Digital to identify pre-approved vendors and solutions.

Therefore, if you want to work with Omni on an EDGE Grant-related project, check the exact vendor and solution requirements before applying.

Ultimately, that is the safest and most accurate way to approach it.

Similarly, if you are comparing top marketing agencies for a grant-related project, look beyond the sales pitch and ask how each agency measures business outcomes.

Why the Vendor Question Matters

A common mistake with grants is thinking:

“The service sounds relevant, therefore it must qualify.”

However, that is not necessarily true.

In particular, the current Digital Marketing activity specifically tells applicants to identify a suitable vendor and solution through SMEs Go Digital.

Therefore, businesses should check:

Does the relevant list include the intended solution?
Is the vendor eligible for that solution?
Does the proposed package match the quotation?
Will the project meet the activity conditions?
Does the activity support the proposed costs?
Did you submit the application before work begins?

In fact, these questions matter more than simply asking whether a supplier “does digital marketing”.

Omni’s Experience Across Different Business Models

The reason this matters for Omni is that digital marketing problems are not identical across industries.

For example, Omni’s case study material includes education, ecommerce, home and living, professional services and other businesses.

For ecommerce, Omni’s Stryv.co case study describes restructuring Google campaigns, improving signals and scaling while maintaining profitable ROAS. In particular, the case study reports more than 3x ROAS and a fourfold increase in revenue over 12 months.

For home and living, meanwhile, the Wood Origins case study describes a multi-channel acquisition approach across Meta, Google and TikTok, supported by conversion-focused creative and landing pages.

Similarly, for education, Bright Culture provides another example of combining landing-page optimisation, campaign restructuring and creative changes.

However, these examples do not prove EDGE Grant eligibility.

Instead, they demonstrate why businesses should look at digital marketing as a system rather than a single advertising channel.

What Should a Finance Company Ask Before an EDGE Grant Project?

If you operate in finance, consider:

What customer acquisition problem are we trying to solve?
Are prospects finding us?
Do prospects understand our proposition?
Are leads qualified?
How effectively do we follow up on enquiries?
Do we have sufficient tracking?
Are we measuring business outcomes rather than clicks?

Then, determine which of those problems an actual EDGE Grant activity can address.

What Should an Education Company Ask?

If you operate in education, consider:

Where do enquiries currently come from?
How many enquiries become consultations?
What share of consultations become enrolments?
Is the landing page clear?
Are the advertisements attracting the right parents or students?
Are we tracking the complete journey?

For example, Omni’s Bright Culture case study illustrates why lead generation should not focus only on lead volume. The project involved changes to the landing page, campaign objective and creative, with the goal of improving lead quality and campaign efficiency.

Again, however, those are marketing lessons rather than proof that the project is EDGE Grant eligible.

What Should a Home & Living Company Ask?

If you sell home and living products, consider:

How do customers research your product?
How long is the buying journey?
What objections stop customers from enquiring?
Does your creative answer those objections?
Does your landing page make the next step obvious?
Are you dependent on third-party marketplaces or portals?

For instance, Omni’s Wood Origins case study is an example of a business using multiple acquisition channels and conversion-focused creative to build a sales engine.

In short, the lesson is simple.

Do not automatically assume that more traffic is the answer.

Sometimes, in fact, the problem is what happens after the customer arrives. That is why home and living brands weighing broader digital marketing agency Singapore capabilities should separate the marketing support they need from what the grant can fund.

What Should an Ecommerce Company Ask?

For ecommerce, ask:

Is our online store easy to use?
Is the checkout process clear?
Can customers buy directly online?
Did we integrate payments securely?
Are our product pages convincing?
How accurately do we track purchases?
Can we scale customer acquisition profitably?

The current EDGE Grant E-Commerce, Online Shop, B2C activity specifically concerns establishing ecommerce platforms with integrated secure payment processing.

Therefore, ecommerce businesses should distinguish between:

“Ecommerce platform development”

and:

“Ecommerce marketing.”

They may connect commercially.

However, they are not necessarily the same grant activity.

Five EDGE Grant Mistakes to Avoid

1. Starting Work Before Checking the Rules

For specific activities such as Digital Marketing, starting work or making payment before application can affect eligibility.

Therefore, check first.

2. Assuming the Maximum Grant Percentage Applies to Everything

It does not.

In fact, Enterprise Singapore states that support differs by activity.

For example, the current Digital Marketing activity has lower maximum support and lower caps than the overall EDGE Grant framework.

3. Treating Every Marketing Expense as Claimable

Digital marketing does not mean every marketing cost.

Instead, the current Digital Marketing activity specifically describes the solution and supported costs.

Therefore, do not assume the grant supports advertising media spend, every creative cost or every agency retainer.

4. Choosing a Project Because It Is Subsidised

This is perhaps the biggest strategic mistake.

After all, a project can receive partial funding and still be a bad investment.

For example, if you spend S$10,000 because a grant may support part of it, but the project does not solve a real business problem, you have still spent money. A good performance marketing agency Singapore businesses rely on should be willing to tell you when a subsidised project does not make commercial sense.

The right order, therefore, is:

Business need → Solution → Grant activity → Commercial case

Not:

Grant → Spend money → Find a reason

5. Letting the Grant Become the Strategy

The grant should support your strategy.

However, it should not become your strategy.

In other words, if your business does not know what it wants to improve, receiving funding will not magically create a growth plan.

A Simple EDGE Grant Readiness Checklist

Before applying, ask:

Business

What problem are we solving?
What outcome do we want?
Why is this important now?

Project

What exactly are we buying or implementing?
Which EDGE Grant activity does it fit?
What are the supported costs?
What are the exclusions?

Eligibility

Is the company eligible?
Does it meet the local ownership requirement?
Has work started?
Have we made any payment?
Are there activity-specific conditions?

Vendor

Is the vendor eligible?
Does the relevant approved list include the solution, where required?
Does the quotation match the proposed package?

Finance

How much does the project cost?
What support percentage applies?
What is the applicable activity cap?
Can we fund the project before reimbursement?

Measurement

How will we measure success?
What deliverables does the activity require?
What information will we need for the claim?

If you cannot answer these questions, the project probably needs more planning before you apply.

EDGE Grant vs Old EDG, PSG and MRA

Because the transition is recent, many business owners will naturally search for the old grant names.

So, here is the simplest way to understand the change.

Scheme	Position for new applications from 30 Sept 2026
EDG	Ceased for new applications
PSG	Ceased for new applications
MRA	Ceased for new applications
EDGE Grant	Current framework for new business grant support

Enterprise Singapore confirms that it will continue to process existing EDG, MRA and PSG submissions or projects.

Therefore, if you are reading an older article about EDG, PSG or MRA, be careful.

The information may have been correct at the time of publication.

However, it may not describe the current application framework.

In particular, this matters for marketing because old EDG content may contain exclusions or support rules that do not necessarily describe the current EDGE Grant activity structure.

Should You Apply for the EDGE Grant?

Not every business should.

Instead, the better question is:

“Do we have a project that makes sense under one of the current EDGE Grant activities?”

If yes, investigate it.

If no, however, do not create a project simply because funding is available.

For example, a business that genuinely needs a qualifying digital marketing solution should investigate the Digital Marketing activity.

Similarly, an ecommerce company that genuinely needs to establish an online shop should investigate the relevant E-Commerce activity.

Meanwhile, a business expanding overseas should investigate the relevant Internationalisation activities.

Finally, a company exploring GenAI marketing tools can investigate the current GenAI Marketing and Sales Content Generation activity.

In short, the grant should follow the business need. If your need is customer acquisition rather than a grant-eligible solution, a performance marketing agency Singapore businesses trust may be the more relevant conversation.

How to Build an EDGE Grant Project Around Business Growth

A strong project starts with a measurable business problem.

For example:

“We are spending on digital marketing, but we cannot identify which channels generate qualified enquiries.”

That is more useful than:

“We want more marketing.”

Another example:

“Our company has an ecommerce website, but customers cannot complete purchases through an integrated online payment journey.”

Again, that is more specific.

Or:

“We want to use AI-powered tools to produce marketing content more efficiently and improve customer engagement.”

Similarly, that describes a business capability.

As a result, this way of thinking helps the business identify whether there is a relevant EDGE Grant activity.

It also makes it easier to measure the project after implementation.

What Does Success Look Like?

Success should not simply mean:

“We received the grant.”

Instead, success should mean the business has improved something important.

Depending on the project, for example, that could involve:

Better digital capability
More efficient processes
Improved customer experience
Stronger ecommerce infrastructure
Better marketing operations
Greater overseas reach
New business capabilities
Better use of technology

However, the specific project deliverables and measurements depend on the activity.

For the Digital Marketing activity, for instance, Enterprise Singapore requires a projection of expected cost savings for one year after project completion as part of the application information.

In other words, that is a useful reminder that the project should have a business rationale.

Where Omni Digital Fits

Omni Digital’s positioning centres on helping businesses grow through digital marketing, creative and performance-focused campaigns.

In particular, its corporate materials describe more than eight figures in advertising spend managed, more than S$85 million in revenue generated across its stated track record, an average client relationship of two years and more than 50 local businesses served.

In addition, the agency’s approach includes creative, landing pages, tracking, WhatsApp automation, CRM and performance optimisation. For businesses that need a performance marketing Singapore strategy, that experience can be relevant when thinking about digital growth capability.

However, there is an important distinction between:

“Omni can help you with digital marketing.”

and:

“The EDGE Grant funds Omni’s entire service.”

In short, the first is a business service statement.

The second, in contrast, is a grant eligibility claim.

Therefore, nobody should make the second claim until they confirm the specific activity, solution, vendor status and project conditions.

So, if you are considering Omni as part of an EDGE Grant project, the right conversation is:

“What business problem are we trying to solve, and does the proposed Omni solution fit a current EDGE Grant activity?”

Ultimately, that is a much more useful question.

What If I Am Not Sure Whether My Project Qualifies?

This is where you should stop guessing.

For example, Enterprise Singapore provides a BizSG recommender on its EDGE Grant page to help businesses find relevant support.

You can also check the individual activity page.

If the activity page does not clearly answer your question, ask Enterprise Singapore.

In particular, this matters where the project involves:

SEO
Advertising spend
Creative production
Website development
Marketing retainers
AI tools
Consultancy
Overseas campaigns

After all, the answer may depend on the exact solution, cost item and activity.

There is nothing wrong with saying:

“We do not know yet.”

In fact, that is better than giving a business a confident but incorrect answer.

EDGE Grant FAQ

What is the EDGE Grant?

The EDGE Grant is Enterprise Singapore’s current business grant framework for Singapore companies starting new projects to upgrade capabilities, improve efficiency and expand overseas. In addition, it covers eight business areas and more than 150 activities.

When did the EDGE Grant start?

New applications under the EDGE Grant began from 30 September 2026, following the cessation of new EDG, MRA and PSG applications on 29 September 2026.

Is EDG still available?

EDG ceased for new applications from 30 September 2026. However, Enterprise Singapore continues to process existing EDG submissions or projects.

Is PSG still available?

PSG ceased for new applications from 30 September 2026. Similarly, Enterprise Singapore continues to process existing PSG submissions or projects.

Is MRA still available?

MRA also ceased for new applications from 30 September 2026. Likewise, Enterprise Singapore continues to process existing MRA submissions or projects.

How much does the EDGE Grant cover?

Enterprise Singapore states that businesses can receive up to 70% support for SMEs and up to 50% for non-SMEs. However, support varies by activity.

What is the EDGE Grant annual cap?

The current overall cap is S$100,000 in total grant support per year. In particular, all activities share this cap, and it refreshes on 1 April each year.

Can EDGE Grant support digital marketing?

Yes. For example, Enterprise Singapore currently lists a Digital Marketing activity under Automation & Digitalisation, covering all sectors.

How much does the Digital Marketing activity support?

The current activity provides up to 50% support for SMEs, capped at S$5,000, and up to 30% support for non-SMEs, capped at S$3,000. In addition, the activity cost cap is S$10,000.

Does EDGE Grant cover Facebook Ads?

Do not assume that the grant covers advertising media spend. After all, the current Digital Marketing activity describes a digital marketing campaign management solution and lists software costs as supported costs.

Does EDGE Grant cover SEO?

The current EDGE Grant Digital Marketing page does not state that it automatically supports a general SEO retainer. Therefore, businesses should confirm the exact activity and supported cost before applying.

Can ecommerce businesses use EDGE Grant?

Yes. In fact, Enterprise Singapore currently lists an E-Commerce, Online Shop, B2C activity under Automation & Digitalisation.

Can EDGE Grant support AI marketing tools?

Yes. For example, Enterprise Singapore currently lists a GenAI Marketing and Sales Content Generation activity under Automation & Digitalisation.

Do I apply before starting the project?

Yes. For the Digital Marketing activity, businesses must not have started work or made payment or a deposit to a supplier, vendor or third party before application submission.

Is the EDGE Grant paid upfront?

No. Instead, Enterprise Singapore states that it disburses EDGE Grant support on a reimbursement basis.

Can an agency apply for the EDGE Grant on my behalf?

No. For the Digital Marketing activity, Enterprise Singapore states that it does not permit third-party companies to apply for or manage the grant on behalf of the applicant company.

Can Omni Digital help with an EDGE Grant project?

Omni Digital can discuss digital marketing strategy, customer acquisition, creative, landing pages, tracking and related digital capabilities. However, businesses must separately confirm whether the specific Omni solution and vendor arrangement meet the current EDGE Grant activity requirements.

Is Omni Digital an approved EDGE Grant vendor?

We are not making that claim in this article. Instead, Enterprise Singapore’s current Digital Marketing activity directs applicants to identify suitable pre-approved vendors and solutions through SMEs Go Digital. Therefore, businesses should verify the current vendor list before applying.

Final Thoughts: The EDGE Grant Is an Opportunity, Not a Strategy

The EDGE Grant is important because Singapore businesses now have a new framework for accessing support across a broad range of business activities.

However, the most important takeaway is not the headline percentage.

Rather, it is the project.

For example, the EDGE Grant can potentially support businesses working on digitalisation, digital marketing, ecommerce, AI-enabled marketing tools, overseas expansion and other business capabilities.

At the same time, the exact rules differ between activities.

Therefore, a business should never assume that every related expense qualifies just because something carries the label “digital marketing”, “AI” or “ecommerce”.

A Simple Sequence Before You Commit

First, start with the business problem.

Then identify the solution.

Next, find the relevant EDGE Grant activity.

After that, check the eligibility requirements, supported costs, vendor conditions, application timing and project deliverables.

Only then should you commit to the project.

For businesses exploring digital growth, Omni Digital can help you look at the marketing side of that equation. In short, the starting point should always be the same: understand what your business actually needs to improve.

For businesses comparing their options, our guide to the best digital marketing agency in Singapore can also help you think through what to look for in a marketing partner.

The EDGE Grant may reduce part of the cost of a qualifying project.

However, it does not make a weak project a good investment.

The strongest approach, therefore, is simple:

Understand the business problem.

Next, understand the EDGE Grant activity.

Then build the right project.

After that, check the rules.

Finally, execute.

And if you are still unsure whether your proposed project qualifies, do not guess.

Instead, check with Enterprise Singapore before you spend.