We are not business brokers.
We are strategic exit advisors.
Specialising in business sales and exit strategy, Strategix Asia is a Singapore based M&A advisory, serving business owners across Asia Pacific.
We believe every business transition should be handled with professionalism, discretion and care. For founders and family business owners,selling a business is rarely just a financial decision. It is a decision about legacy, people, reputation and the future of what they have built.
That is why we do not rush owners into transactions. We help them assess their options, improve readiness, understand valuation drivers and make informed decisions about whether to sell now, prepare further, or explore alternative paths such as succession, strategic investment or acquisition.
We are not business brokers.
We are Strategic Exit Advisors — helping owners exit by strategy, not by chance.
Most mergers and acquisitions consulting is designed for larger corporate transactions.
Strategix Asia brings the discipline and rigour of institutional M&A to SME business owners who need practical, commercially grounded advice.
We help owners answer:
- What is my business worth?
- Is my business ready for sale?
- What will buyers look for?
- How can I improve buyer confidence?
- Should I sell now or prepare further?
- What type of buyer is right for my business?
The Team
The Deal Team
Ethan and Nickson lead Strategix Asia’s executive team, driving deal origination and execution across the SME landscape. With deep transaction experience and a hands-on approach, they guide clients through valuation, structuring, negotiations and closing, ensuring every mandate is executed with precision and aligned to long-term business goals.
Ethan Lim
MANAGING DIRECTOR
Nickson Ng
Director
ADVISORY PARTNERS
Andrew Er
Senior Advisor
PROFESSIONAL NETWORK
Eric See, CFA
Family Advisor
Shi Mei Chin
Fractional CFO
Reinhard Roithner
Hospitality Advisor
Joshua Chang
AI Transformation Advisor
Celestine Koh
Branding Advisor
Ethan is the Founder and Managing Director of Strategix Asia, where he leads client engagements across exits, acquisitions, and capital raising for SMEs in Asia. With over a decade spanning credit ratings, international banking, and investment management, he brings a pragmatic, financially grounded approach to dealmaking, helping business owners unlock value and prepare for growth or succession.
What sets Ethan apart is that he operated on the buy side before advising on the sell side. Having evaluated businesses the way acquirers and investors do, he knows what makes a company genuinely attractive at the table. He has advised on transactions across professional services, healthcare, build environment, and B2B services, and is recognised for balancing commercial strategy with execution discipline.
Beyond client work, Ethan is deeply committed to the SME community that Strategix Asia serves. He holds leadership roles at the Teochew Chamber of Commerce and Lin Chamber of Commerce Singapore, and serves on the grassroots executive committee at Punggol Shore, keeping him connected to business owners and the ground realities they navigate.
Leadership and Community Affiliations:
- Deputy Treasurer, Teochew Chamber of Commerce
- Council Member, Lin Chamber of Commerce Singapore
- Grassroots Executive Committee, Punggol Shore
- Bachelor of Business Administration (Honours), Nanyang Technological University
Ethan Lim
MANAGING DIRECTOR,
STRATEGIX ASIA
Nickson is a Director at Strategix Asia, formerly of KPMG Singapore's deal advisory practice, where his experience spanned transaction services, structured finance, and corporate finance. He brings institutional M&A discipline and execution rigour to the sale of owner-managed businesses.
At Strategix Asia, Nickson leads the firm's execution capability, working closely with owners, management teams, and their professional advisers to carry mandates through valuation, buyer engagement, negotiation, and completion. His breadth across sale, structured exit, and capital raising mandates ensures that owners are presented with the full range of transaction routes available to them rather than a single path to liquidity, and that the commercial position they adopt is one capable of withstanding the scrutiny of institutional buyers.
Selected Transaction Experience:
- Equity sale of a Singapore paint services contractor
- Equity sale of a Singapore full-service restaurant chain
- Equity sale of an automotive financial services group
- Capital raising for a freight logistics provider
- Structured sale of a prime Singapore residential property holding company
- Profit-participating securities transactions with Singapore property developers
- Capital raising for a music and entertainment real estate development
- Sale-and-leaseback of an aircraft fleet for an airline operator
Credentials:
- Bachelor of Science (Honours) in Real Estate with specialisation in Finance, National University of Singapore
Nickson Ng
DIRECTOR,
STRATEGIX ASIA
Celestine brings over 15 years of experience across branding, strategy and market research. Her strength lies in helping businesses become more relevant, differentiated and commercially valuable. She works with founders and management teams at key transition points, from repositioning and scaling to succession, investment and acquisition.
Through Piquant Ideas, she has helped businesses build stronger, more defensible brands, with some subsequently acquired and expanded under new ownership, while others entered new markets or developed new business models. Her approach treats branding as a tool for business reinvention, uncovering new opportunities and building the strategy and brand to support growth.
Leadership Affiliations & Credentials:
- Founder at Piquant Ideas
- Practising Management Consultant
- Consultant at IP Grow
Celestine Koh
Branding Advisor
Eric is a seasoned investment professional and family advisor with extensive experience in corporate venture capital, private equity, and multi-generational wealth strategy across Asia. Having previously served at EDBI, he brings institutional-grade investment experience and strategic foresight to regional enterprises and family offices.
As a Family Advisor, Eric works closely with business owners, families, and their advisors to align transaction strategy with long-term wealth, governance, and succession objectives. His dual perspective combining institutional investment rigor with holistic legacy planning ensures that deal outcomes support not only immediate liquidity or growth goals, but also fortify the family's broader financial architecture and multi-generational vision.
At Strategix Asia, Eric strengthens the firm's advisory network by bringing institutional investor credibility and deep governance expertise.
Leadership Affiliations & Credentials:
- Former Investment Professional, EDBI
- Chartered Financial Analyst (CFA®) Charterholder
- Master's Degree in Sustainability, Harvard University
- Bachelor of Business Management and Accountancy, Singapore Management University (SMU)
ERIC SEE, CFA
Family Advisor
Andrew is a seasoned investor and business leader with over two decades of experience across finance, healthcare, and corporate development in Asia. He has led investments and board-level initiatives spanning private equity, venture capital, IPOs, and strategic growth, with a particular focus on hospitals, healthcare groups, and regional enterprises.
As Managing Director of Quantum Health Singapore, Andrew combines investment acumen with hands-on leadership, guiding companies through expansion, transformation, and value creation. His dual perspective—as both investor and operator—enables him to provide pragmatic insight into scaling and succession.
At StrategixAsia, Andrew strengthens the firm’s leadership by bringing boardroom-level perspective, institutional investor credibility, and deep healthcare expertise. He enhances the team’s ability to advise founders on growth and exit strategies with the rigour expected by global investors while remaining grounded in the realities of SME ownership.
Leadership Affiliations:
- Managing Director, Quantum Pharma
- President, Australian Alumni Singapore (AAS)
- Asia Regional Councillor, Chartered Accountants ANZ (CA ANZ)
- Fellow Chartered Accountant (Australia & Singapore)
- B.Com Accounting & Finance, University of New South Wales
Andrew Er
Senior Advisor
Reinhard is a hospitality veteran with 50 years of experience in food & beverage and events across the Americas, Europe, Asia, Australia and the South Pacific. He has helped build and strengthen hospitality enterprises around the world, from integrated resorts to large-scale catering operations, and is a recognised and respected figure in the industry.
As Founder of RR Hospitality Consultancy, Reinhard works hands-on with F&B and hospitality businesses on operations, quality and profitability. His approach is simple and effective: detailed analysis, strong fundamentals, and teams that are trained and motivated to deliver. His philosophy is that nothing is a problem; everything is workable. Beyond client work, he mentors young talent and leaders in established F&B operations globally.
At StrategixAsia, Reinhard strengthens the firm's coverage of the F&B and hospitality sector. He helps founders see their business the way an experienced operator would: where the kitchen, service and cost structure stand today, and what needs to improve before a sale or expansion. His operational lens complements the firm's deal expertise, giving hospitality owners advice that is grounded in how their businesses actually run.
Leadership Affiliations & Credentials:
- Member, Worldchefs (World Association of Chefs' Societies)
- "More Plant-based, please!" Certification, Worldchefs
- Professional Culinary Education, Gastronomie Fach-Hochschule Gmunden, Austria
Reinhard Roithner
Hospitality Advisor
Shi Mei is a seasoned financial executive with over 15 years of experience spanning corporate finance, capital fundraising, and boardroom strategy. As CFO of a high-growth company backed by global tier-1 institutions, she led fundraising end-to-end across multiple rounds, raising over US$30 million, and steered the business through M&A processes, IPO readiness, and SPAC negotiations. She is Big 4-trained, with audit and financial services experience at PwC and EY.
As Founder of CFOi, Shi Mei embeds senior financial leadership into growing businesses without the full-time overhead. Her work covers finance infrastructure, board reporting, investor relations, and cash flow management.
At Strategix Asia, Shi Mei helps owners get their financials clean, credible, and due diligence ready before buyers start asking questions. Her experience raising capital from institutional investors means clients hear exactly what the other side of the table expects.
Leadership Affiliations & Credentials:
- Chartered Accountant (CA) & CIMA
- 2025 Top 10 CFOs in Southeast Asia
- Top 50 Finance Women Leaders (2024)
- 80+ Speaking Engagements across Southeast Asia and beyond
Shi Mei Chin
Fractional CFO
Joshua spent close to six years at KPMG leading innovation delivery for demanding regional clients. He launched a development bank's first GenAI mobile app, built AI-enabled knowledge discovery and procurement solutions, and drove ESG data ventures with Microsoft, Google, and MAS, including the gprnt.ai platform.
As Founder of 8am, Joshua runs an ROI-focused transformation practice for business owners and corporate leaders. He delivers practical AI training, builds go-to-market AI systems for SMBs, and advises CEOs on innovation strategy. His focus is simple: turning AI's potential into measurable business results.
At Strategix Asia, Joshua helps founders build value before a transaction. Buyers pay more for businesses that run efficiently and scale cleanly, and he shows owners how AI gets them there in practical steps. It's enterprise-grade experience, applied at SME scale.
Leadership Affiliations & Credentials:
- Innovation Manager, GenAI Delivery, KPMG Digital Village (former)
- Sustainable Business Strategy, Harvard Business School Online
- BCom Finance & Accounting, The Australian National University
Joshua Chang
AI Transformation Advisor
Guided by Trust, Grounded in Strategy
We stand for honest advice, disciplined preparation and trusted relationships.
STEWARDSHIP
We walk alongside owners and bring in the right experts to support better outcomes.
HONESTY
We give owners unbiased advice, even when the truth is difficult to hear.
OUR VALUES
EXPERTISE
We bring structure, discipline and discretion to every stage of the M&A journey.
PATIENCE
We believe better exits come from preparation,
not rushed decisions.
CARE
We safeguard confidentiality, act with accountability and put the owner’s interest at the centre of every engagement