Seedly Yeap’s boss Ming Feng steps aside

Yeap Ming Feng is stepping down as president of Seedly after more than seven years of leading the business. He told MARKETING-INTERACTIVE that his last official day will be July 22, 2024.

As head of Seedly, Yeap handled the day-to-day operations, including overseeing various promotions, marketing and administration.

Speaking to MARKETING-INTERACTIVE, Yeap said he is taking a break from his work before looking to launch a new venture or “find problems to solve.”

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“I remember making a mid-career change and starting from scratch as an intern at Seedly. It was 2017 and I was lucky enough to be a part of the growth story of a meaningful company like Seedly, where people’s lives are changed. At the time we were a team of four and we didn’t expect to be part of the team that built Singapore’s largest personal finance community platform.

During his tenure at Seedly, Yeap hosted the Personal Finance Festival in 2023 and 2024, which attracted 3,000 and 5,000 attendees, respectively. He also launched Together with HL Assurance, Seedly Travel Insurance launched a series of financial literacy programs at various community centers across Singapore.

“It has been a meaningful seven-and-a-half-year journey, and I am both humbled and proud of what Sidley has achieved. When I was elected president of Sidley, my goal was to ensure that Sidley transform into a financially sustainable business while deepening the value we deliver to consumers in the personal finance space.”

“With Sidley getting to the point where I’m comfortable with where it needs to be, I’ve decided to take a break before looking at new problems to solve in the future,” he added.

Seedly will be in the “safe hands” of MoneyHero Group, where it will continue to grow under a new organizational structure, Yeap said.

Yeap was Seedly’s chief marketing officer from October 2020 to August 2022, before being named president. He also held the role of Seedly’s Head of Content and SEO from January 2018 to October 2020.

Prior to joining Seedly, he was a mentor at Action Community for Entrepreneurship (ACE.SG) and Content Manager at MoneyHero Group.

Earlier this year, MoneyHero Group appointed Leero Chan as its new Group Marketing Director.

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

Additionally, Chan adds value to the company’s broader sales and customer engagement functions.

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

“I am proud to represent MoneyHero’s mission to empower consumers across greater Southeast Asia to better control their personal financial decisions and look forward to helping take this purpose-built business to the next level,” he added.

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