About ONSET
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
🤝
Humans decide
Every outbound, financial or public action goes through a 30-second cancel window. AI is a colleague, not a black box.
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Local-first, always
BM and Manglish are first-class. LHDN, PDPA, MyInvois are baked in, not bolted on. RM pricing.
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Sustainable pricing
Every paid SKU is priced to pay for itself. No vapour. No vanity launches. Built to last from day one.
How we ship
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 through Langfuse. Quality is sampled hourly by SENTINEL; client health is checked weekly by PULSE; compliance is audited daily by GUARDIAN.
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
- Legal entity
- Marketing Lancers Consultancy Sdn Bhd
- SSM
- 1460628-X
- Headquarters
- Kuala Lumpur, Malaysia
- Founded
- 2014
- ONSET launched
- 2025
- Networks
- BNI · HRD Corp PSMB