Seedly hands marketing chief reins over company

Financial firm Seedly's cofounders, Kenneth Lou and Tee-Ming Chew, have departed from the personal finance company, and taking on reins is Yeap Ming Feng, Seedly’s head of marketing. According to a statement from the brand, the co-founders have decided to take a break from work after growing Seedly for the past seven years and plan to launch a new venture soon.

With his new role, Yeap (pictured) will be reporting to Ian Hutchinson, Hyphen Group Singapore’s general manager, formerly known as CompareAsiaGroup and Seedly’s parent company. Yeap is one of the pioneers who joined Seedly in 2017. He has played a significant role in helping Seedly grow to its current size, from managing the company’s overall marketing activities to user acquisition and budgeting.  In addition to that, he was also involved in business development and partnerships efforts in Singapore, as well as managing local media communications for all their milestone announcements.

Over the years, Yeap has also advised various organisations on their marketing and growth strategies. Some of these organisations include GovTech, Nodeflair, and Mister Mobile. Prior to joining Seedly, Yeap was also a professional proprietary trader and data analyst at Bloomberg, as well as a member of DollarsAndSense, a personal finance content website in Singapore.

Regardless of the change in the management team, Seedly will continue to stay true to its mission to help Singaporeans make smarter personal finance decisions. Moving forward, Seedly also looks into enhancing Singaporean’s personal finance journey by continuing to create useful and actionable content, creating a meaningful and seamless community experience while strengthening the user’s journey on obtaining financial knowledge and financial products.

Seedly has a strong presence in Singapore. It partnered up with Singtel in May 2022. Singtel created an incentive programme to encourage users to write product reviews on comparison channels on Seedly. In addition to that, the #DanceDashRevolution campaign garnered over 1.6 million views on TikTok and Dash PET and they became the highest rated insurance product on Seedly with an average rating of 4.4/5 from 319 reviews.

Established in 2016, Seedly helps users make smarter financial decisions with its expense tracking app which allows users to sync their financial accounts and better manage their cash-flow. Lou and Chew started Seedly from their dorm rooms in National University of Singapore. They built a personal finance community and have been running it for the past seven years. The company currently attracts more than 1.1 million visitors to its platform every month.

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