I help teams build complex products, connect the work across product and engineering, and make customer growth part of the plan.
An AI assistant for insurance & takaful, real estate and other agent-led sales teams. It answers in BM and English from your approved content, then hands off to your team with the full chat history. Fixed scope, published prices.
Excl. SST · usage at cost plus 10% · full prices
Product decisions, delivery, and what changed.
Start with the evidence.
At iLyF, I connected paid acquisition, app-store discovery, and the renewal loop—not just the next campaign.
Co-founded iLyF and led product, engineering, and growth across a distributed team.
Read platform case studyHappySeal brings Meta, Google, and TikTok into one intake for financial advisers.
Read HappySeal case studyA production cutover on a product where downtime is not an inconvenience. Someone buying cover at 9pm may be driving at 9:05.
Read case studyiLyF sells other people’s insurance. Everything ugly about five different providers had to be absorbed before it reached the screen.
Read case studyLLM summarisation and retrieval over a unified customer view, plus the part that mattered more: the deterministic policy gate that decides whether the system may act on what it found.
Read case studyBuilt AI support across WhatsApp, Telegram, and web, with clear safety rules and human handoffs. Product signals help the team reach customers before they report a problem.
Read case studyMigrating a long-accumulated contact database to Neon PostgreSQL with pgvector, turning raw records into embedding-indexed personas, and putting a governance layer around who can query and export them.
Read case studyRebuilding a flat sequential campaign builder into an event-driven engine that pauses the moment a real person replies, and hands the relationship to an adviser with a timer on it.
Read case studyA sales and marketing platform for financial professionals, losing more than half its subscribers a year while spending to acquire more.
Read case studySome teams need a product lead inside the work. Others need a focused project to get an important decision or release moving.
Talk through the problemTurn competing priorities into a practical roadmap, a focused first release, and clear ownership.
Product direction · User flows · Delivery rhythmProduct direction
I help your team choose the next priority, define a practical roadmap, and establish a delivery rhythm.
Connect tracking from first click to conversion, find the drop-off, and test acquisition and retention together.
Acquisition · App-store discovery · MeasurementCustomer growth
I find where customers drop off and test ways to improve acquisition and retention.
Test AI and automation on a useful workflow, with safety checks, human handoffs, and a way to measure its value.
Workflow design · Prototyping · Human handoffsRun an agent-led agency? There’s a fixed-scope WhatsApp assistant with published prices.See the offerAI & automation
I test AI on one useful workflow, with human handoffs and a clear way to measure its value.
I turn the idea into user flows, prototypes, and a first release your team can build.
Design & delivery · Prototypes · First-release scopeDesign & delivery
I turn the idea into user flows, prototypes, and a first release your team can build.
I connect tracking and reporting so your team can see what works and decide what to change.
Data & insights · Revenue and conversion · Weekly reportingData & insights
I connect tracking and reporting so your team can see what works and decide what to change.
Founders, engineers, designers and teammates, in their own words. Excerpts from LinkedIn recommendations.
If there was ever a person that was the epitome of a self-sharpening swiss-army knife, Faidhi would certainly be it. I've known Faidhi for years and it's astounding how far he is able to pick up a wide array skills... Essentially a one-man-army.
Junxian LeeGoodWhale | AI | TechnologyJunxian Lee on LinkedInI highly recommend Faidhi as an enthusiastic leader. Having worked with him remotely during the pandemic, his passion for leadership is evident in his commitment to inspiring and motivating team members.
Erin HarounDesign / CreativeErin Haroun on LinkedInFaidhi is a great person to lead iLyF from zero. He is ambitious, multitasking, and a helpful person. He always hears an opinion from his team and gives the best solution for us.
Aldo Rifki PutraFull Stack Software EngineerAldo Rifki Putra on LinkedInFaidhi is a really proactive person. His drive for the business and love for tech really made him push himself and excel in Sync. I’m really glad to hear him pushing projects forward and even managing a team of developers while impressing VCs!
Joelle Hamielle ChongBusiness Optimiser | Business ExpansionJoelle Hamielle Chong on LinkedInAs a co-founder, I'm most impressed with Faidhi's resourcefulness and commitment to make things happen. He is someone who will continually educate himself to be ready for any challenges that come his way.
Chris ChanInvestor | Entrepreneur | Business MentorChris Chan on LinkedInFaidhi is an extremely competent and resourceful individual, an asset to any company. He is very passionate and has great vision for his work. He has the unique communication skill and he is able to communicate with all levels.
Keane WongDirect Sales Director | Business StrategistKeane Wong on LinkedInI had the privilege of working with Faidhi in my role as Director of Synchestra. Faidhi has always been a highly resourceful, performance driven and trustworthy member of the company. His proven sales track records are a testament.
Rodney TayAdvisor, Educator, and Mentor in StrategyRodney Tay on LinkedInIt’s rare that you come across standout talent like Faidhi. Faidhi’s ability to juggle multiple projects was unlike any I’ve seen before and made a dramatic difference in the productivity level of our team.
Ibrahim KhalilSAP Functional ConsultantIbrahim Khalil on LinkedInI’ve had several opportunities to work with Faidhi to serve the financial services industry and I know him to be an individual who is extremely committed to the success of his clients. Extremely approachable and humble.
David King .Group Growth & Strategy DirectorDavid King . on LinkedInFaidhi is one of the most dedicated team members I've worked with in any organization. Always ready to extend his hand to anybody who needs it, there's really second to none when it comes to his helpfulness.
Serene TanB2B Marketing | SaaS | Branding and ContentSerene Tan on LinkedInKnowing Faidhi for several years proven to me that he is an intelligent, enthusiastic, kind and self-driven person. He always offers a helping hand and make sure that the job is done.
Dr. Iryani Rawi, P.EngLead Auditor, Energy AuditorDr. Iryani Rawi, P.Eng on LinkedInFaidhi has been an absolute joy to work with. His drive and passion for the business are second to none, and he just always finds a way to negotiate and get things done.
Melvin SeetohGrowth Marketer, Content CreatorMelvin Seetoh on LinkedInDefinitely a good team player. Always a keen learner and looking to improve himself constantly. Responsible and committed in whatever task is given to him. Place teammates above himself.
Ben LTMCertified Mental Toughness CoachPublished iLyF results and their measurement periods. Sources, market comparisons and limits sit underneath.
Market figures provide context, not a like-for-like ranking. These figures and source links are published portfolio results, not an independent audit.
Monthly actuals, Apr 2023 – May 2024 (~US$0.04 – US$0.41)
Up to US$16.13
Point-in-time peak
Finance apps, Malaysia, Ramadan bidding peak
AppsFlyer, Ramadan SEA & Pakistan report, 2025US$1.20 Android · US$0.93 APAC
Published averages
Android average globally. APAC average across all categories
Mapendo, Cost per Install by Country, 2025Finance is consistently the most expensive app category to acquire in. Every month measured came in under both the Android and APAC averages, and the good months came in an order of magnitude under them. The range is the honest version, because the cheapest month was not the typical month.
Does not prove:The Malaysian figure is a seasonal bidding peak for finance apps, not a market average. It shows how expensive the category gets, not what a typical month costs. The APAC and Android averages are directional context; periods, geography and category mix differ.
Q4 2024 average, down 28% from RM3.04 in Q3
RM2 – RM25+ per click
Published range, different unit
Google Ads CPC by vertical, Malaysia, ecommerce through legal
OpenMinds Resources, Digital Ads Cost in Malaysia, 2026No comparable published figure retained.
Read the units carefully, because they are the point: the Malaysian market rate for a single ad click starts around RM2, and this engine was landing a completed registration for RM2.18, a completed registration for roughly what one click costs at the cheapest end of the market. It fell 28% quarter on quarter while sign-ups grew 36%.
Does not prove:The benchmark prices a click. The result prices a completed sign-up several steps later. No Malaysian cost-per-registration benchmark was published, so this shows scale against an earlier funnel step at market rate. It does not prove a like-for-like sign-up cost was beaten.
Monthly actuals, Feb – May 2024
No comparable published figure retained.
6.66%
Published average
Google Ads cross-industry average, all industries, primarily US
WordStream, Google Ads Benchmarks, 2025The second row that does not flatter. Against a 6.66% cross-industry average the measured range straddles it, with the good months running about half again above and the weak ones below. The channels also differ: this was Google Ads app campaigns, which serve across Search, Display, YouTube and Play, while the benchmark is weighted to search. Treat it as directional, not a like-for-like win.
Does not prove:App campaigns and search-weighted campaigns serve on different inventory, and the benchmark is not Malaysia-specific. This places the range in a healthy band. It does not prove out-performance of comparable campaigns.
Monthly actuals, Feb – May 2024
No comparable published figure retained.
16.15%
Published average
Google Play average, page views to installs, US
AppTweak, average app conversion rate per category, 2025Straight, because it does not flatter: the measured range straddles the Play Store average rather than clearing it. The best month ran about a third above it, the weakest month sat slightly below. The two figures also count different things, ad-click-to-install against store-page-view-to-install, and the benchmark is a US average, so treat this as adjacent, not identical.
Does not prove:The figures count different steps in different geographies. One measures ad click to install. The other measures store-page view to install. This is adjacent context, not proof of beating the store average.
Q3 2024 to Q4 2024
No comparable published figure retained.
0.7 – 1.1 at D90
Modelled planning band
Target payback band, subscription & fintech apps, global
Segwise, ROAS benchmarks by industry, 2026Compared against the band fintech and subscription apps actually plan to, not the ecommerce blended average of roughly 2.9, because an annual insurance premium is not an ecommerce basket. The number that matters is net crossing 1.0 in Q4: the quarter reported net ROAS reached 1.01. This is an acquisition measure, not a claim about the funding position of the entire business.
Does not prove:The benchmark is a modelled planning target, not a measured market average. The reported net ROAS reached 1.01 in Q4; a modelled target is not a measured market average. It does not prove out-performance of measured ecommerce ROAS, which describes a different business model.
Q4 2024, up from 2.6 – 3.3 in Q3
No comparable published figure retained.
3:1 healthy · 3.2:1 median · 5:1+ strong
Sample median + rule-of-thumb band
939 B2B SaaS companies, global, Q2 2025 – Q1 2026
Optifai, B2B SaaS LTV benchmarks, 2026The single ratio that decides whether an acquisition engine is a business or a subsidy. It moved from roughly at the 3:1 rule to comfortably above it inside two quarters, driven by cost per acquisition falling rather than by assuming a longer customer life.
Does not prove:The sample is B2B SaaS, not B2C insurance. The 3:1 rule of thumb travels across business models. The 3.2:1 sample median does not necessarily.
Q4 2024 (0.58 – 0.65 across the quarter)
No comparable published figure retained.
Under 12 months healthy
Rule-of-thumb threshold
SaaS payback benchmarks, global
Drivetrain, CAC payback period benchmarks, 2026Acquisition cost recovered in under three weeks. This comparison flatters and it is worth saying why: an insurance transaction books its revenue immediately, while a SaaS subscription recovers the same cost a month at a time. The right read is not that this beats SaaS. It describes fast acquisition-cost recovery, not the funding position of the entire business.
Does not prove:Insurance books its revenue at purchase. SaaS recovers the same cost a month at a time. This does not prove the model beats SaaS. It describes acquisition-cost recovery, not the funding position of the entire business.
Renewal treated as a product surface, not a campaign
102.2% combined ratio · motor = 42.8% of premiums
Market-level ratios
Malaysian motor insurance, H1 2025
Mordor Intelligence, Malaysia Motor Insurance Market, 2025No comparable published figure retained.
A combined ratio above 100% means the Malaysian motor market was paying out more than it took in, on the line that is the largest in general insurance at 42.8% of premiums. In a market underwriting at a loss, acquisition efficiency and renewal are the only levers left, which is why renewal was built as a product surface rather than handed to marketing.
One shared problem. Clear decisions.
Something real to learn from.
We review the product and talk to the people using it. Together, we agree on the problem and what success looks like.
I turn the direction into flows, designs, or a working prototype. We test something concrete before committing to a build.
I work with your team to launch, measure usage, and improve the product based on real feedback.
Users shouldn't need a manual. I believe in designing interfaces that intuitively guide the user, quietly doing the heavy lifting in the background.
I care about shipping great products, not worshiping a process. Whether it's Kanban, Scrum, or a mix of both, we use whatever accelerates our momentum.
We track everything that matters. From the first click to the final transaction, we rely on concrete metrics to validate our hypotheses and drive continuous optimization.
We aggressively automate the mundane, but we never remove the human touch where it matters. Our systems empower the team to make better, faster decisions.
A burned-out team ships broken products. I focus on removing operational friction, preventing burnout, and ensuring the team has the tools and trust they need to maintain momentum without sacrificing their well-being.
I listen to everyone, but I don't wait for consensus. Design by committee kills innovation. I take the input, make the hard calls, and own the results so the team can stop debating and start building.
A little context to help you decide whether the work is a fit.
Typically when you have a complex system or data that needs to be shaped into a clear, usable tool for your team or customers. It also makes sense when your team needs an experienced product leader to define the path forward.
I've worked across B2B SaaS, healthcare data, internal developer tools, fintech, and e-commerce infrastructure. The common thread is complex underlying systems. Insurance is a big part of it too: I co-founded iLyF, an insurtech. I now also build AI WhatsApp assistants for agent-led agencies.
I usually plug in as an embedded product leader or consultant. I work closely with founders, engineers, and designers to connect the vision, technical constraints, and user needs.
Yes, I'm happy to walk through specific case studies and prototypes during our initial chat to show exactly how we solved similar problems.
I typically work on a monthly retainer or a fixed project fee for specific deliverables such as a prototype or strategy sprint. The WhatsApp assistant for agencies has published prices.
I help teams work out where AI solves a real user problem or improves an internal workflow. If it does neither, I do not add it. For agencies, one example is a WhatsApp assistant that hands off to your agents.
I start with your current tools and constraints. We can review your stack together and identify where I can help directly or work alongside your engineers.
You can use the same email for product leadership roles or partnerships. Include the organisation, the opportunity, and why you think there’s a fit.
Share what you’re building, what’s getting in the way, and what help you need. A few sentences is enough.
For projects, product leadership roles and partnerships. I read every message myself and reply when I see a possible fit.
Running an agent-led agency? Request a free teardown with the form, or see the offer.