Helping businesses grow sales, improve profitability, strengthen cash flow and become AI-ready — combining 20+ years of CFO leadership with hands-on finance transformation expertise, without the cost of hiring a full-time CFO.
We combine 20+ years of hands-on CFO leadership with AI-enabled finance solutions to help businesses gain financial clarity, improve profitability, strengthen cash flow and grow with confidence.
As your strategic finance business partner, I go beyond reporting numbers — helping you understand what drives performance, identify opportunities and turn insights into better decisions.
Experienced CFO Leadership. AI-Enabled Insights. Better Business Decisions.
There comes a stage when founders can no longer run finance on instinct alone, and bookkeeping reports no longer provide the answers their businesses need. Yet a full-time CFO may still be beyond reach.
That is when decisions about growth, profitability, cash flow and investment become more complex. That's where SOO Advisory comes in.
We bridge the gap between financial reporting and strategic CFO leadership with practical guidance and hands-on support.
Right expertise. Right support. At the right stage of your journey.
Helping organisations embrace AI, streamline operations and build future-ready capabilities.
Strategic CFO leadership to accelerate growth and strengthen financial performance without the cost of a full-time CFO.
A focused, short-term engagement to quickly identify and resolve critical business issues — improving cash flow, profitability, sales performance and governance.
Practical support for entrepreneurs, startups and SMEs to launch, strengthen business foundations and prepare for growth.
Flexible packages tailored to your business needs and stage of growth. Explore suitable services and pricing through a complimentary consultation.
Explore Services & Packages →Supporting entrepreneurs, startups, SMEs, growing businesses and multinational organisations.
Drawing on established healthcare and life sciences experience, with adaptable advisory support for businesses across sectors.
Practical perspectives on finance, business growth, leadership and the future of business — turning knowledge into better decisions.
Growing sales is only part of the story. Strong margins, working capital discipline and cash generation build lasting business value.
View LinkedIn Posts ↗Explore revenue drivers, scenarios and risk to plan growth and allocate resources with confidence.
View LinkedIn Posts ↗Finance creates value by challenging assumptions, assessing trade-offs and helping leaders turn strategy into action.
View LinkedIn Posts ↗Financial knowledge, disciplined habits and informed choices empower founders, businesses and individuals.
View LinkedIn Posts ↗Technology alone is not transformation. Real progress comes from redesigning processes, building capabilities and delivering measurable outcomes.
View LinkedIn Posts ↗AI can accelerate analysis, but sound decisions still require professional scepticism, accountability and human judgement.
View LinkedIn Posts ↗Practical financial and business assessment resources to evaluate opportunities, strengthen performance and plan with confidence.
Evaluate readiness across strategy, people, processes, data and governance.
Assess liquidity, working capital and potential funding gaps.
Explore valuation approaches, including DCF, market multiples and acquisition scenarios.
Develop revenue, profitability and cash flow projections to support better decisions.
Understand margins, cost drivers and pricing sensitivity.
Evaluate runway, capital requirements and investor preparedness.
Explore our upcoming tools and register your interest. We’ll be in touch as resources become available.
Register Your Interest →Finance has always been more than a profession to me — it is a lifelong passion. I find fulfilment in using financial knowledge to help businesses and individuals make better decisions, improve performance and achieve their goals.
Over the past 20+ years, I've built my career across multinational organisations, including regional CFO leadership roles across Asia Pacific. My professional journey began with PwC, where I developed a strong foundation in financial discipline, governance and business excellence, supported by my academic and professional qualifications.
But what inspires me most is not simply the numbers. It is what those numbers can achieve — helping an entrepreneur build a sustainable business, enabling a company to improve profitability and cash flow, or empowering someone to make more confident financial decisions.
SOO Advisory was born from this passion and a simple belief: experienced financial leadership and practical business insights should be accessible beyond large corporations.
Today, I bring together decades of CFO experience, a strong professional and academic foundation, and emerging AI capabilities to help businesses strengthen their foundations, unlock opportunities and grow sustainably.
As an Adjunct Lecturer in Finance and Accounting, I also enjoy sharing my experience with the next generation, while embracing lifelong learning and staying connected to new ideas and evolving business practices.
My purpose is simple: to make finance meaningful, accessible and empowering — turning financial insights into better decisions and measurable improvements.
APAC CFO Experience · PwC-Trained · Adjunct Lecturer
Whether you're looking to grow, improve profitability, strengthen cash flow or transform your finance function, we'd love to hear from you.
EMAIL US
✉ soo@sooadvisory.com
☎ +65 8608 3126
◎ www.sooadvisory.com
◈ WeChat: Soo_CFO
⌖ Singapore
Arrange a complimentary 20-minute introductory conversation.
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