Gentree actively engages with high growth companies keen on expanding within the Philippines

The Fund also seeks to support founders from across South East Asia looking to explore and learn about the potential of the Philippine market.



Consumer Internet

Founded by Justin Tee, Jon Michael Tee, Jan Marvin Tee and Ben Alcazaren, Builtamart is on a mission to become the leading on-demand online grocery in the Philippines providing high quality fresh products and unique grocery items by building dark warehouses across the Philippines.



RuralNet is an insurtech that aims to make microinsurance available to every Filipino through its digital insurance distribution platform. RuralNet aims to create a nationwide network of rural banks, cooperatives, pawnshops, and non-financial institutions to run microinsurance sales and claims services for their members.


Consumer Retail

Based in Indonesia, Uena is a hyperlocal F&B retailer with each store serving a radius of 1.5km. Uena aims to solve the daily food problem in Indonesia by selling classic Indonesian meals at an affordable price point of US$1 through online and offline sales channels.


Agriculture Tech

Founded in early 2022, Kita is an end to end agritech platform, sourcing fruits and vegetables upstream and supplying directly to B2B clients in the Philippines. Kita's mission is to improve the livelihood of farmers through better pricing and input financing.

Fit Hub

Health & Wellness

Fit Hub is a tech-enabled gym chain primarily operating in Indonesia. Its mission is to democratize access to health & wellness to Indonesians by offering an integrated one-stop wellness solution at an affordable price. Through Fit Hub's digital ecosystem, members can easily connect with other users, discover live and pre-recorded workouts, search for nearby gyms, book coaches and classes.

Pickup Coffee

Hyperlocal F&B

Founded in early 2022, Pickup Coffee is a start-up focused on offering high-quality beverages at disruptively affordable price points. Pickup’s iconic carts can be seen across high-density areas in Metro Manila and beyond. Pickup also has a network of cloud stores and its own fully integrated mobile platform that services the greater Filipino population that wants on-demand, online deliveries straight to their doorstep.


F&B Services

An F&B management software provider that equips restaurants and food outlets with real-time and predictive analytics, optimized inventory management, integrated POS, and automated purchasing solutions. With the help of SM Supermalls, Mosaic can expand its client base, including into retail, with these clients, in turn, enjoying the benefits of more efficient operations and reduced expenses.


Agriculture Tech

AgriAku is a leading technology-based local agribusiness company in Indonesia. AgriAku's mission is empower mitra through sustainable, inclusive and profitable technology business models. They provide services for the needs of saprotan (sarana produksi pertanian) or agricultural production facilities that can be ordered through the application, anytime and anywhere with ease.

Hive Health

Insurance Tech

Hive Health is a digital health platform that offers employees of small-medium businesses comprehensive, hassle-free health plans. Founded at Harvard and Stanford, this award-winning startup is determined to increase access to quality healthcare in the Philippines.



Klikit is a software company providing a middleware solution that enables F&B companies to sell across multiple channels. Klikit also intends to become the pipes and rails infrastructure allowing creators to monetize their audience by spinning up virtual brands inside underutilized kitchens.


Consumer Internet
Mother & Child E-Commerce

Since its launch in 2020, edamama has built a loyal following with mothers with its personalized shopping experience, trusted and wide assortment, and content to support every stage of parenting. Where possible, Gentree opens up support for the edamama platform across SM’s ecosystem, and is facilitating several synergies across SM’s retail and affiliate businesses.


Cross Border Payments

Offers an alternative to corporate bank accounts that enables companies to collect customer payments via digital invoices, manage their cash, and pay their employees, suppliers, or bills in batches to any bank or e-wallet in the Philippines. As of June 2021, they are serving over 100 companies with more than US$ 4m worth of payments processed.


Consumer Internet
Livestreaming & Social

A popular live-streaming platform for Filipinos and for the global Filipino diaspora. Kumu recently topped the Philippines’ Google Play Store and iOS App Store rankings and counts a user base of over 11 million registered users. Kumu’s strong Kumu-nity of users will soon be able to benefit from exciting activation events at SM Malls. The company also enjoys the support of SM Retail with special brand partnerships and promotions.



Elfie is a digital solution for chronic diseases in the developing world. Their free health and wellness application encourages people to take charge of their own health by rewarding them. The Elfie app combines mobile health and gamification to improve the adherence of people in addressing chronic illness, particularly, hypertension.


Consumer Internet

KooBits is an EdTech company with a mission to inspire, educate and motivate children to become independent learners and problem-solvers of the future. KooBits Math is a gamified online learning platform that helps primary school children learn math effectively in a fun and personalized way. Where possible, Gentree aims to support Koobits' presence in the Philippines where Koobits already caters to over 100 schools.


Cross Border Payments

A B2B2C player that empowers developers and brokers to sell and market real estate properties to investors outside the Philippines by providing support for overseas property management, loans processing, listing, invoicing and billing. AQWire supports over 45 developer customers in the Philippines and benefits from strong relationships with the major property developers in the market, including SM Development Corporation.

Mobile Premier League

Real-Money Tournaments

A real money gaming platform that hosts a range of tournaments for casual games. Users pay a small fee to enter into tournaments, and stand a chance to win the tournament prize pool, which can be cashed out in real-money terms. The platform has more than 60 million users in India and 3.5 million users in Indonesia. The company hosts approximately 70 games across multiple categories.

About Us

Gentree Fund is a private investment vehicle by the family behind the SM Group, a leading retail, banking, and property development group in the Philippines.

 Gentree represents the third generation members of the Sy family and their commitment towards supporting the Philippines’s growing digital ecosystem. Gentree provides companies across early and growth stages with the unique opportunity to connect with the Sy family principals who share deep consumer knowledge and operational experience across retail, financial services, groceries, property development, and logistics, amongst other sectors. The fund has a mandate to invest in founders with a clear vision and to support them by providing strong financial backing and practical advice, complemented by mutually beneficial relationships with the SM group where appropriate. Gentree works closely with its portfolio founders to chart their continued growth and provide follow-on support to cement their market leadership potential.

Deep Philippine network and commercial access. Our Philippines family business operates across property development and consumer retail sector, through its chain of malls across the Philippines archipelago.
Dependable partner to our portfolio. Solely backed by our Philippines business family, we are an evergreen fund that supports our founders for the long-haul.
Leverage our expertise. Strong investment and portfolio management team background with our key team member playing a pivotal role in the largest start-up in one of the largest start-up M&A transaction in the Philippines market.
Investment Team

Mark Sng

Mark previously spearheaded the Singapore office launch for Go-Ventures and supported the ventures team as Head of Singapore and Vietnam Coverage. Before Go-Ventures, he was with Gojek’s Corporate Development Team, where he was part of the team that led the acquisition of Coins.ph in the Philippines. He also supported growth equity transactions into family-run businesses at TAEL Partners: a SEA growth equity fund with a focus on the Philippines, Vietnam and Indonesia markets.

Vice President

Wirin Eiamphoklarp

Prior to joining Gentree Fund, Wirin was a Manager at Singtel’s Group Strategic Investments team where she worked closely with senior executives to shape and execute their M&A strategy. Before her stint in Singtel, she was an Assistant Manager at KPMG Deal Advisory where she advised clients on M&A and business valuations for clients across a wide spectrum of industries. Wirin graduated from Chulalongkorn University with first-class honours in Bachelor of Arts in Economics, major in Finance.

Senior Associate

Winchell Wong

Before Gentree Fund, Winchell was a Senior Manager at SM Investments Corporation where he worked closely with top management to develop and grow the Group’s strategic investments in retail and e-commerce. He was previously an Investment Analyst at Kickstart Ventures, a corporate venture capital firm based in the Philippines, where he supported their global early-stage mandate. Prior to doing venture capital, he was an analyst at Novel Capital, a local Philippine family office leading the deal process for both private debt and equity transactions. Winchell is a licensed CPA and graduated Cum Laude from the University of the Philippines with a double degree in Business Administration and Accountancy.


Jeremy Young

Jeremy comes from a family of venture-backed entrepreneurs; His older brother founded Expedock and his younger brother founded Avion School (YC W21). Jeremy has previous experience in early-stage investing through a Philippine-based VC firm. Prior to joining Gentree, he also worked at PDAX (Series B), a Crypto Exchange in the Philippines. Jeremy graduated with honors from the University of the Philippines Diliman with a BS Business Administration & Accountancy undergraduate degree.

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