GoGet, a work platform based in Malaysia that connects individuals with on-demand jobs, has announced the completion of a $2 million Series A funding round, spearheaded by Monk’s Hill Ventures. Currently, the platform supports a network of 20,000 freelance workers, known as “GoGetters,” and serves 5,000 businesses, including prominent names like Lazada Malaysia, IKEA Malaysia, Foodpanda, and the flower delivery service BloomThis.

Although several on-demand work platforms operate within Malaysia, such as Supahands and Kaodim, each concentrates on a distinct segment of the market. Supahands specializes in online-based tasks, while Kaodim concentrates on providing professional services like home maintenance, event catering, and personal fitness instruction. GoGet functions in a manner comparable to TaskRabbit, with GoGetters undertaking various tasks including deliveries, transporting bulky items, providing event support, performing data entry, and handling office administrative duties.

Francesca Chia, the chief executive officer and co-founder, established GoGet in 2014. The company strategically targeted the gig worker demographic due to a recognized shortfall in labor resources across the ASEAN (Association of Southeast Asian Nations) region, as she explained to TechCrunch.

“Currently, the majority of the ASEAN workforce consists of individuals with low-to-moderate skill levels, and a significant portion lacks the security of stable employment, clear career advancement opportunities, and access to financial services like insurance and savings plans,” she stated. “Conversely, over 70% of employment in ASEAN comes from small and medium-sized enterprises (SMEs) that aim to expand without the costs associated with full-time hires, and struggle to secure and retain a dependable workforce.”

GoGet aims to resolve this imbalance by linking businesses with dependable, flexible workers. GoGetters have the opportunity to move between different types of assignments, which Chia believes fosters skill development. Businesses are supplied with management tools, including the ability to create preferred worker lists, and resources for recruitment, training, and compensation.

The newly acquired Series A funding will be allocated to expanding GoGet’s operations within Malaysia. A common challenge for companies operating within the gig economy as they grow involves addressing concerns from workers regarding inconsistent work availability, insufficient pay, and the absence of benefits typically offered to full-time employees. This has led to legislative debates, as seen in California with companies like Uber, DoorDash, and Lyft attempting to modify regulations that would require them to classify more gig workers as traditional employees.

Chia articulated GoGet’s “goal is to deliver flexible work opportunities globally in a responsible and enduring way.” This includes providing GoGetters with access to benefits such as on-demand savings options and insurance coverage, mirroring those available to full-time staff. The platform also incorporates features designed to support career progression, including online training programs and networking resources, to help workers prepare for roles requiring diverse skill sets.

While GoGet’s immediate focus is on expanding its presence in Malaysia, the company intends to extend its services to other countries within the ASEAN region in the future.

Kuo-Yi Lim, co-founder and managing partner at Monk’s Hill Ventures, commented in a press release regarding the investment, “The definition of work is evolving as both companies and workers prioritize flexibility and compatibility. This trend has been accelerated by the recent pandemic, as businesses adapt and require a more adaptable workforce. GoGet offers a community of motivated, well-trained workers, and crucially, its platform integrates corporate human resources systems to ensure quality control, adherence to regulations, and a streamlined workflow.”