Who We Are
GE Consult Asia — Building Fabulous Ventures in Asia since 2003.
GE Consult Asia Sdn Bhd (Reg: 1170615-T) — an international award-winning management consulting group headquartered at Suite 33-01, Level 33, Menara Keck Seng, Kuala Lumpur.
Founded in KL. Built for Asia.
We work with management teams, investors, financial institutions, and key stakeholders — combining strategy, transformation, corporate turnaround, business innovation, and AI-era readiness into every engagement. Across 20+ years we have completed over 800 business plans and advisory transactions, generating over USD $850 million in revenue outcomes for our clients across Malaysia, China, Indonesia, Vietnam, and the United Kingdom.
The advisors you will work with.
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.
Puan Nurafida Ayu
Non-Executive 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.
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.
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.
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.
Andrea Rossi
Partner, Full-Stack & AI 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.
SEBAB Associate Network.
Specialist consultants supporting engagements across research, analysis, content, and delivery.
Suren
Trinity
Mary
Yee Leen
Shin Yi
Sharon
Yun Xin
Dina
Noah
Aiman
Charity
Zhi Yuan