Head of Seedly Yeap Ming Feng steps down

Yeap Ming Feng is departing as the head of Seedly after helming the business for over seven years. His last official day will be on 22 July 2024, he said to MARKETING-INTERACTIVE. 

As head of Seedly, Yeap looked after the day-to-day business including overlooking various commercials, marketing and administrative matters. 

In a conversation with MARKETING-INTERACTIVE, Yeap said he will be taking a break from work before looking to launch a new venture or "finding problems to solve." 

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"I remember making a mid-career switch and started from the ground up as an intern at Seedly. The year was 2017 and I was fortunate enough to be part of the growth story of a meaningful company such as Seedly where we impact lives of people living in Singapore on a daily basis. Back then, we were a team of four and we didn’t expect to go on and be part of the team that built Singapore’s largest personal finance community platform," said Yeap. 

During his time at Seedly, Yeap organised a personal finance festival in 2023 and 2024, attracting 3,000 and 5,000 attendees respectively. He also launched the Seedly Travel Insurance alongside with HL Assurance and launched a series of financial literacy programmes at various community centres around Singapore. 

"It has been a meaningful seven-and-a-half-year journey, and I am both humbled and proud of the achievements that Seedly has achieved. When I took over as the head of Seedly, my objective was to ensure that Seedly transform into a financially sustainable business while deepening the value we give consumers in the personal finance space," said Yeap.

"Given that Seedly has grown to a stage where I am comfortable of where it should be, I have decided to take a break from work before looking at new problems to solve in future," he added. 

Moving forward, Yeap said that Seedly will be in the "safe hands" of MoneyHero Group where it will continue to thrive under a new org-structure.

Before taking on the role as head of Seedly, Yeap was its head of marketing from October 2020 to August 2022. He also took on the role of Seedly's head of content and SEO from January 2018 to October 2020. 

Prior joining Seedly, he was a mentor at Action Community for Entrepreneurship (ACE.SG) and head of content at MoneyHero Group. 

Earlier this year, MoneyHero Group appointed Liru Chan as its new group head marketing. 

Chan will be based at the company's headquarters in Singapore and will be responsible for leading consumer marketing and brand development across MoneyHero's portfolio and operating regions. 

Additionally, Chan will add value to the company's broader sales and customer engagement functions. 

“I am thrilled to join MoneyHero at such an exciting time in the company’s history, as well as to join such an incredible team of driven, like-minded individuals,” said Chan at the time. 

"I am proud to represent MoneyHero’s mission to empower consumers across greater Southeast Asia to take better control of their personal finance decisions, and I look forward to helping take this purpose-driven business to the next level," she added.

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