Is GE Consult Asia the right consulting firm for me?

All our business consultants, editors and writers are experienced individuals from diverse backgrounds and qualifications. Most importantly we have proven records. Please refer to our case studies.

Who is GE Consult Asia?

GE Consult Asia (owned by GE Consult Asia Sdn Bhd) is a Malaysian management consulting company founded since 2003, offering comprehensive SME and startup consultancy services.

What does GE Consult Asia do?

We advise CEOs, entrepreneurs and business owners on their critical corporate strategies, marketing issues and business opportunities across most industries from major Asian countries. We guide our clients through the creation of marketable business documents including business plans, marketing plans, business decks, financial projections and so on.

How do I engage GE Consult Asia's service?

You can fill up our enquiry form for us to understand more about your requirement, or contact/WhatsApp +6017 330 8077 for more details. We also offer standard packages available online.

Does GE Consult Asia provide training workshops?

Yes, GE Consult Asia provides two types of training solution programs suitable for SMEs and large corporations: Gamified StratPlan Workshop 2.0 and Marketing Plan 3.0.

OUR TEAM

Here at GEConsult & Co, our organizational leaders and experts are our greatest strength. With our team-based approach, cutting-edge methodology, and deep commitment to mentoring, guide and support, GEConsult & Co offers tremendous career opportunities in the world of consulting.

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MEET THE TEAM

Andrea Rossi

Partner

Full-Stack Development, AI Transformation, Automation

Andrea is an automation architect and development lead at GEConsult & Co, specializing in transforming complex manual processes into seamless, revenue-driving systems across various industries and operational disciplines. He has established a strong track record in implementing high-impact automation frameworks and custom AI integrations that bridge the gap between cutting-edge innovation and real-world business operations. With a practical and solutions-oriented approach, Andrea focuses on helping organizations improve efficiency, scalability, and operational performance through intelligent system design. His core areas of expertise include Workflow Automation, Automation & AI Strategy, and Operational Scaling, enabling businesses to streamline execution and accelerate sustainable growth.

Jonathan Nathan
Partner

AI & Automation Strategy

Jonathan Anthouan Nathan is a technology leader specializing in Agentic AI, automation, and digital transformation. At GEConsult & Co, he leads AI adoption initiatives, helping organizations translate emerging technologies into measurable operational and business impact. With professional experience spanning IBM, bolttech, Accenture, WWF-Malaysia, and Digi, Jonathan has led enterprise technology projects, intelligent automation initiatives, and agile product delivery across multiple industries. His expertise includes AI-driven workflow transformation, enterprise innovation strategy, and scalable digital solution development. Combining strategic thinking with hands-on technology execution, he supports organizations in accelerating innovation, improving efficiency, and building future-ready digital capabilities.

Kamal Areif
Senior Partner

Corporate Finance

Kamal Areif is a corporate finance and investment professional with more than 24 years of experience across corporate recovery, investment banking, venture capital, private equity, and public-listed companies. He is the former CEO of iPivot Sdn Bhd, a licensed Equity Crowdfunding (ECF) platform in Malaysia. Throughout his career, he has been involved in IPO exercises, investment structuring, fundraising, and portfolio management, with investments totaling approximately RM300 million across Malaysia and Southeast Asia.

He also led major corporate finance exercises involving Sukuk issuances up to RM700 million and fundraising facilities exceeding RM500 million. Kamal holds a First Class Finance degree and a postgraduate qualification in Applied Finance.

Puan Nurafida Ayu
Chairman

Puan Nurafida Ayu is a seasoned Bumiputera entrepreneur with nearly two decades of experience in business development and government-linked projects across Malaysia. She has been actively involved in delivering strategic initiatives spanning ICT infrastructure, security systems, and technology-enabled solutions for both public and private sector stakeholders. Known for her strong stakeholder management capabilities and practical execution approach, she has built extensive experience navigating complex project environments and institutional collaborations. As Non-Executive Chairman of GEConsult & Co, Puan Nurafida brings valuable commercial insight, strategic relationships, and governance perspectives that support the firm’s continued growth in business transformation, advisory, and cross-sector strategic initiatives.

Prof Dr Fred Wu

Managing Partner

Corporate Strategy, M&A

Prof Dr. Fred is the Co-founder and CEO of GEConsult & Co, with over 20 years of experience in business consulting, corporate strategy, and investment advisory across Malaysia and the ASEAN region. Throughout his career, he has advised reputable organizations and public-listed companies including Brahim’s SATS, TNB, HHRG, and Artroniq on business growth, corporate restructuring, M&A, and cross-border project financing initiatives.

Dr. Fred has also served as a judge and evaluator for enterprise and innovation competitions organized by institutions such as Alibaba Cloud, NASA Space Apps Challenge, and Universiti Malaya. Today, he actively advises corporations on AI strategy, digital transformation, and AI deployment frameworks to enhance decision-making, operational efficiency, and long-term business competitiveness.

Jocelyn Choo
Senior Partner

Culture & Change

With over two decades of experience across human capital, organizational development, and employee engagement, Jocelyn Choo has led People and HR functions for prominent Malaysian corporations spanning manufacturing, property, construction, finance, education, hospitality, and insurance sectors. Her leadership journey includes organizations such as MBF, Southern Steel Berhad, Sri Hartamas Berhad, Tune Protect, Nexus Karambunai Golf Resort, AXA AFFIN Life Insurance, and HSBC Amanah Takaful.

Known for her people-centric leadership approach, Jocelyn specializes in workforce development, HR policy transformation, and organizational culture enhancement. She holds a Bachelor’s Degree in Sociology from National Taiwan University alongside CFP, fChFP, and RFP professional credentials.

SEBAB Associate

Aiman

Suren

Yee Leen

Yun Xin

Trinity

Shin Yi

Dina

Charity

Mary

Sharon