About
A software firm that builds, holds, and operates what it makes.
ASA Development was founded in 2006 to do work that lasts. Two decades on, the firm has settled into a clear shape: a small, senior team designing and operating software ventures from Singapore, for customers across South-East Asia and Australia.
What we do, exactly.
We build software products and operate them as long-term ventures. We don't run a consultancy in the usual sense — we don't bill by the hour, we don't staff on-site teams. Instead, we identify operational problems we think are worth twenty years of attention, design software to solve them, and run that software as a business.
Today's flagship product is Tagline, a compliance platform for Australian cattle producers. Before Tagline, Contego ran inside engineering firms across the region — audit and compliance, equipment management, document control, digital workflows. The work pattern is the same: build something real, run it long enough that the auditor knows your name.
Outside our own products, we take on selective engineering work — bespoke software builds, AI integration into existing operations, and security work for organisations that carry real regulatory weight. We're a Microsoft Solution Partner (since 2020) and a Kaspersky Authorised Partner.
How we work.
- Built, not assembled. Our products are engineered in-house from schema to UI. We own every layer we deploy. There are no outsourced black boxes and no architecture we can't explain to a regulator at short notice.
- Held for the long arc. We don't build to flip. The ventures we start are the ones we expect to operate for a decade or more. That changes what you build, how you build it, and who you build it for.
- Grounded in operations. Every product we run started with us sitting alongside the people doing the work. Tagline started in a farm office watching an LPA audit happen. The software follows the operation; the operation doesn't bend to the software.
- Code that survives the author. The team that takes a product over from us — whether internal customer staff or a future engineer — has to be able to read it. We pay for that in code review and in how we name things; it pays back in years of maintenance we don't have to do.
The firm in numbers.
| Founded | 2006 |
|---|---|
| Legal entity | ASA Development Pte Ltd |
| Singapore UEN | 201509685M |
| Headquartered | 20 Maxwell Road, #09-17, Maxwell House, Singapore 069113 |
| Active product | Tagline — compliance for Australian cattle producers |
| Delivered product | Contego — engineering collaboration platform |
| Partnerships | Microsoft Solution Partner (2020+) · Kaspersky Authorised Partner |
| Customer geography | Singapore · Australia · ASEAN |
Why Singapore.
Singapore is a serious base for software that crosses borders. Stable rule of law, predictable tax, English-language operations, and a financial system that makes cross-border invoicing painless. For a firm that ships software to Australian farmers from a Maxwell Road office, none of that is incidental — it's how the work gets done at all.
Our products are designed for international use from day one. Tagline customers are in Australia; Contego ran across South-East Asia. Where regulatory residency matters — and in agricultural compliance it sometimes does — we host data in the right jurisdiction. The default is fast, modern infrastructure, hosted close to the customer.
If your problem fits, get in touch.
We're selective about new engagements but always open to a first conversation.