Co-founded with Wesley Goi. Started in January 2016 as a spinoff from a hackathon submission in August 2015. Acquired by DollarsAndSense in February 2019.
the product
fundMyLife was a Q&A platform for financial planning. Consumers could ask questions about insurance, investments, retirement — in plain language — and our NLP engine would categorise the question and route it to the financial adviser best positioned to answer it.
Advisers got a profile page with verified client reviews, giving them a credibility signal that was hard to build through cold outreach alone. For consumers, it meant getting matched to someone relevant rather than whoever was willing to pay for a lead.
the problem we were solving
The financial advisory industry in Singapore runs on referrals and cold calls. Consumers don't know how to evaluate advisers, and advisers spend enormous effort on acquisition rather than advice. We wanted to flip that — make it easy for consumers to ask questions openly, and let quality of answers surface the right advisers naturally.
building it
Bootstrapped throughout. No external funding. Wesley handled the machine learning and backend; I ran product, growth, and spent weekends on the ground in Orchard Road and neighbourhood estates talking to people about their financial questions.
The NLP engine was the core technical challenge — financial questions are nuanced and jargon-heavy. Getting the categorisation right took time.
the acquisition we made
In February 2018, we acquired ConsultWho.sg — an earlier entrant in the financial adviser matching space. At the time the market was crowded with forums, Q&A sites, and adviser marketplaces all circling the same problem. ConsultWho had built up a meaningful library of consumer Q&A data that we wanted as the foundation for our NLP engine. Rather than build that corpus from scratch, we consolidated. Deal amount undisclosed.
the exit
Acquired by DollarsAndSense in February 2019. They brought content expertise and distribution; we brought the matching infrastructure and adviser network. Deal amount undisclosed. Wesley and I stayed on through the transition.
This was my first exit.