I'm the co-founder and CEO of iLyF, a personalised insurance platform for drivers in Southeast Asia. With over 7 years in product development, data analytics, and growth strategy, I've scaled iLyF to 350K+ installs and RM12.4M cumulative GWP. I combine product strategy, AI automation, and vibe coding to ship fast and grow faster.
350K+
App Installs
RM 12.4M
Cumulative GWP
79
NPS Score
4.54 ★
App Rating
70%
YoY GTV Growth
110K+
Active Users
I built this knowledge graph platform using vibe coding (AI-assisted development with LLMs). It processes documents, extracts entities, maps relationships, and powers the AI chat above — all from my professional knowledge base of 210+ nodes across 29 skill domains.
Products I've built and shipped — from concept to production.
A comprehensive InsurTech platform for motor insurance comparison, instant renewal, BNPL insurance, telematics-based driving reports, and multi-insurer quote comparison.
Family connectivity feature with GPS location sharing, geofencing alerts, and driving insights. Combined with a tiered loyalty programme to drive organic referrals.
Buy Now Pay Later insurance product enabling users to spread motor insurance premiums across instalments — a first-of-its-kind feature in the Malaysian InsurTech market.
This platform — built using AI-assisted development (vibe coding). An interactive knowledge graph that processes documents, extracts entities with LLMs, and visualises professional relationships.
From petroleum engineering to InsurTech founder — a path defined by curiosity and building.
iLyF Sdn Bhd
Transitioned from CTO/COO to CEO. Leading product, growth, fundraising, and a distributed team of 7 across Malaysia, Singapore, and Indonesia. Scaled to 350K+ installs and RM12.4M cumulative GWP.
iLyF Sdn Bhd
Built the technical architecture from scratch — React Native mobile app, Node.js backend, AWS infrastructure, and all third-party integrations (Twilio, Tune Protect, SenangPay). Launched BNPL insurance, Tribe community, and telematics features.
Various
Completed Peneraju Big Data certification (Fusionex). Applied data analytics and product management skills across digital projects.
DHI Services Sdn Bhd
Petroleum engineering background in data interpretation and scientific analysis. Built strong foundations in quantitative reasoning, data modelling, and structured problem-solving.
Universiti Teknologi PETRONAS
Graduated with a degree in Petroleum Engineering. Built technical foundations in data analysis, engineering problem-solving, and quantitative modelling.
29 skill domains with tools, practical examples, and evidence-based metrics.
I drive product-led growth by combining data-driven roadmap decisions with user-centric feature development. My approach focuses on activation funnels, retention loops, and measurable engagement improvements grounded in real user behaviour.
I lead product design with a mobile-first, data-informed approach — from user research and persona development through to high-fidelity Figma prototypes and design system governance. I bridge design and engineering to reduce handoff friction.
I conduct both qualitative and quantitative user research to ground product decisions in real user needs. My research practice spans discovery interviews, usability testing, NPS surveys, and behavioural analytics to build a continuous feedback loop.
I have hands-on experience in mobile app development and app growth strategy — from React Native architecture decisions through to App Store Optimisation and push notification strategy. I work closely with engineering to make informed technical trade-offs.
I build engaged user communities that drive organic growth and product loyalty. My approach combines gamification, peer-to-peer features, and loyalty mechanics to turn users into brand advocates.
I drive business growth through revenue model optimisation, strategic partnerships, and disciplined unit economics management. My experience spans self-funded startup scaling to Series A preparation.
I manage investor relationships and fundraising processes — from quarterly reporting and SAFE note structuring to Series A preparation. I build investor confidence through transparent, metrics-driven communication.
I build financial models that support both operational decision-making and investor storytelling — covering unit economics, revenue forecasting, burn rate management, and scenario planning.
I structure and manage B2B partnerships that expand distribution, add product value, and create revenue-sharing opportunities. My focus is on API-first partnership ecosystems in InsurTech and FinTech.
I run lean startup operations — managing a distributed team across three countries, automating processes to reduce burn, and maintaining operational efficiency while scaling.
I design and execute GTM strategies for new product features and market entries — covering channel selection, launch sequencing, competitive positioning, and distribution partnerships.
I have deep domain knowledge in digital insurance — motor insurance, telematics, BNPL insurance, digital distribution, and InsurTech regulation in Malaysia.
I build authentic brand narratives — for products and for myself as a founder. My approach combines data-driven proof points with genuine human storytelling to build trust with users, investors, and the broader community.
I manage full-funnel digital marketing — from brand awareness through to conversion and retention. My approach is data-driven, with every campaign measured against clear unit economics targets.
I run performance marketing campaigns with a strong focus on measurable ROI — managing Google UAC, Meta Ads, and app install campaigns with rigorous A/B testing and attribution modelling.
I build and manage CRM automation workflows — from onboarding sequences and renewal reminders through to behavioural trigger campaigns. My automation stack reduces manual effort while improving customer engagement.
I lead with a clear vision and decisive authority while maintaining genuine care for my team's growth and wellbeing. My leadership style is direct and accountable — I make hard calls when needed but always explain the reasoning and bring the team along.
I integrate AI and automation tools into product development and business operations — using LLMs for rapid prototyping, automation to reduce operational overhead, and AI-native features to differentiate the product.
I use AI-assisted development (vibe coding) to ship product faster — leveraging LLMs, Cursor, and GitHub Copilot to accelerate prototyping, write boilerplate, debug, and architect solutions without traditional engineering bottlenecks.
I write Python for data analysis, automation scripting, and AI/LLM integration. I also work across JavaScript/TypeScript, SQL, and Node.js — giving me the ability to move fluidly between data work, backend logic, and frontend prototyping.
I build and manage analytics infrastructure — from event tracking and funnel analysis through to BI dashboards and investor reporting. My analytics practice connects product behaviour data to business outcomes.
I conduct rigorous data analysis to support product and business decisions — covering funnel analysis, cohort analysis, A/B testing, root cause analysis, and unit economics. My analysis is always tied to actionable recommendations.
I have working knowledge of data engineering — building ETL pipelines, structuring data models, and integrating data sources to support analytics and AI workloads. My background in petroleum engineering (data interpretation) provides a strong analytical foundation.
I manage cloud infrastructure for production applications — covering AWS S3 for file storage, GCP for analytics, CI/CD pipelines for deployment automation, and microservices architecture for scalability.
I design and implement automation and integration systems — connecting APIs, building webhooks, automating workflows, and integrating third-party services to reduce manual effort and improve operational efficiency.
I design and manage relational database schemas, write optimised queries, and manage data migrations for production applications. My database work supports both operational systems and analytics workloads.
I make and document architectural decisions for production systems — from C4 architecture models and API design through to microservices decomposition and infrastructure planning. I work at the intersection of product requirements and technical feasibility.
I practise agile product development with a pragmatic approach — adapting Scrum, Kanban, and Design Sprint frameworks to the realities of a lean startup. I focus on delivering value incrementally while maintaining strategic alignment through OKRs.
I produce visual and video content for product marketing, investor presentations, and brand communications. My design work spans app UI assets, social media graphics, pitch deck visuals, and short-form video content.
29 skill domains with WEI scores — filter by category to explore.
17 recommendations from colleagues, investors, and partners — all verifiable on LinkedIn.
“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, ranging from digital marketing, product development and management, data analysis etc. Essentially a one-man-army. To top it off, Faidhi is very much a doer and can be entrusted to lead entire projects from ground zero. He is commercially astute and always manages to get jobs done whilst under tight time and resource constraints. He has my highest commendations and is undoubtedly a pivotal member of the business.”
Junxian Lee
GoodWhale | AI | Technology | Financial Inclusion | Investments | B Corp | UNSDG
“I 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. With a proactive approach, Faidhi effectively drives projects forward and fosters a positive working environment.”
Erin Haroun
Team Member — "The only way to do great work is to love what you do." – Steve Jobs
“Faidhi 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. He works based on trust with me and the rest of the team and put off stressful tasks for me. He always cares about his team's condition to make work more productive.”
Aldo Rifki Putra
Full Stack Software Engineer
“Faidhi is enthusiast leader in product & system development. He is firmly planted in the belief in learning as the bedrock for his professional & personal growth. He is naturally gifted leader with an infectious enthusiasm for nurturing his partners into becoming esteemed leaders in his firm. His passion is definitely being felt by the people around him.”
Hasmi Amin, IFP®
Business Insurance Specialist | BNI Primera
“Faidhi 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! Truly amazing!”
Joelle Hamielle Chong
Business Optimiser | Business Expansion | Grants | Expert in grooming Intrapreneurs
“As 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 Chan
Investor | Entrepreneur | Business Mentor | Wealth Coach | Growth Strategist
“I started working with Faidhi about 2 years ago and immediately found him to be very resourceful and knowledgeable in his area of expertise which is helping sales professionals acquire more leads and building a personal brand through the use of technology. Faidhi is always ready to help and willing to listen to ideas in ways to cooperate in. Looking forward to build on our professional working relationship and achieve more breakthroughs together.”
Jackson Wong
Insurance Advisor | "Demystifying Insurance — No Jargon, Just Honest Advice"
“Faidhi is a very passionate, loyal and resourceful individual. Feel blessed to work together with him. He has a heart in doing his work to the excellence. Enjoy working with him.”
Jean Hoo
Events Management Professional
“Faidhi 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 Wong
Direct Sales Director | Business Strategist | Game Changer
“Faidhi would bend over backward to support his team and colleagues with any resources he can hack together. A true servant leader who prioritises others' success.”
Rodney Tay
Advisor, Educator & Mentor in Strategy, Behaviour & Organisational Systems
“It's rare that you come across standout talent like Faidhi. I had the pleasure of working with Faidhi for three years at the ANSARA Cawangan Taiping (ACT), collaborating on several project teams. 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. As a team member, Faidhi earns my highest recommendation.”
Ibrahim Khalil
SAP Functional Consultant | Sales & Distribution | S/4HANA
“I'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. He comes across as someone who is extremely approachable and humble despite his past experience as a successful business owner. For that reason I would highly recommend Faidhi because his advice and insights don't come from textbooks but from cold hard experiences which makes it so valuable.”
David King
Sales Mentor | Author | Helping client-centric sales professionals sell boldly
“Faidhi 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 no task too big or small for him. He is passionate about his work and is always looking for ways to improve. He is a great team player and I would highly recommend him to anyone looking for a dedicated and passionate individual.”
Serene Tan
B2B Marketing | SaaS | Branding and Content
“Faidhi is a great example of an effective and dedicated growth consultant. I enjoyed working with him several years ago. Thanks to his consultations, I learnt many new things especially in using technology to improve my sales & prospecting processes. He possesses a powerful combination of expert knowledge and innate leadership abilities. His outgoing yet firm approach is worthy to be praised. I highly recommend Faidhi to anyone that aim to transforming your business practices.”
李茂源 Henry Lee
Insurance Strategist | 8× MDRT Qualifier | Life, General & Estate Planning Specialist
“Definitely 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. Highly recommended individual to any companies.”
Ben LTM
Entrepreneur | Certified Mental Toughness Coach | Certified DISC Coach | Insurance Business Mentor
“Faidhi is a dedicated professional with strong analytical and leadership capabilities. His ability to bridge technical and business domains makes him a valuable asset in any organisation.”
Suhaili Jaafar
Performance Attribution Specialist
“Faidhi demonstrates exceptional entrepreneurial drive and strategic thinking. His ability to articulate complex product visions to investors and stakeholders is a standout quality that sets him apart in the startup ecosystem.”
Kristen Le
Investment | Venture Capitalist | CFA Level 1 Candidate | Ex-Executive Assistant