ABOUT ONSET · KUALA LUMPUR
We're building the AI back-office South East Asian SMEs actually deserve.
ONSET is a product of Marketing Lancers Consultancy Sdn Bhd (SSM 1460628-X), a Kuala Lumpur-based consultancy with a decade of hands-on work helping SMEs in property, F&B, retail and professional services in Malaysia and Singapore.
We started ONSET after watching the same scene play out a hundred times: a thriving local business with no time to reply to WhatsApp at 9pm, no budget for an offshore call centre, no patience for "digital transformation" consultants, and a growing fear that the cloud-native AI startups in San Francisco didn't care about LHDN, Manglish, or the Friday Jumu'ah pause. We wanted to fix it.
WHAT WE BELIEVE
Three operational beliefs, hard-coded.
Humans decide
Every outbound, financial, or public action goes through a 30-second cancel window. AI is a colleague, not a black box. If something goes wrong, a human always has the kill switch.
Local-first, always
BM, Mandarin, and Manglish are first-class — not machine-translated afterthoughts. LHDN, PDPA, MyInvois are baked into the schema. Prices are quoted in RM.
Sustainable pricing
Every paid SKU is priced to pay for itself with a 60% gross margin floor enforced by code. No vapour. No vanity launches. Built to last from day one.
HOW WE SHIP
Four layers, one team, no theatre.
ONSET runs on a four-layer agentic architecture. Layer 1 is the individual AI Employees — each a standalone agent for a single job. Layer 2 wires them together by default (when Module A captures a lead, Module U enriches it). Layer 3 lets you customise those connections without code ("ONSET Flows"). Layer 4 is the Council — a goal-directed Chief of Staff that takes high-level briefs and coordinates the whole team.
Every action is logged. Every prompt is versioned. Every failure flows into a dead-letter queue with automatic retry-with-jitter. Every model call is traced. Quality is sampled hourly; client health is checked weekly; compliance is audited daily.
We're pursuing SOC 2 Type I (Q3 2026), ISO 27001, ISO 42001, MDEC MSME Digital Grant approval, and PSG pre-approval in Singapore. We're already a registered ASP for LHDN MyInvois and a PSMB-registered training provider.
COMPANY FACTS
The official bits.
- Legal entity
- Marketing Lancers Consultancy Sdn Bhd
- SSM
- 1460628-X
- Headquarters
- Kuala Lumpur, Malaysia
- Founded
- 2014
- ONSET launched
- 2025
- Networks
- BNI · HRD Corp PSMB · LHDN ASP
Want to know more?
We'd rather show you than tell you. 20-minute demo, on your real business, no slides.