With over 100,000 users across 1,000 companies, BrioHR is fast becoming a potential major HR tech player. But how does a Malaysian-based startup take on global giants like Deel and Employment Hero?

For Co-Founder and CEO Benjamin Croc, the answer lies in localisation, strong client relationships, and a relentless focus on usability and AI integration.

On Open For Business, Benjamin shares BrioHR’s journey from tackling onboarding pain points to building a full-stack HR platform, and how they plan to use their $6.5 million Series A funding to scale regionally, deepen their product, and double down on AI.

We discuss:

• How BrioHR localizes HR tech for Southeast Asian needs

• Using AI to improve claims, job descriptions, and engagement

• Business model, margins, and pathway to profitability

• Lessons from their fundraising journey and Series A process

• Growth targets, Series B goals, and long-term exit plans