As one of the earliest employees at Seedly, Yeap Ming Feng played a key role in transforming the startup into Singapore’s largest personal finance community. When Seedly was acquired by Hyphen Group (now MoneyHero) in 2020, and after Seedly’s founders exited in 2022, Ming Feng took the helm as Head of Seedly.
Source: Yeap Ming Feng’s LinkedIn
Under his leadership, he not only continued to grow the platform’s community but also spearheaded some of Singapore’s most successful financial events, including the widely attended Seedly Personal Finance Festival in both 2023 and 2024.
Source: Seedly
Ming Feng also took on the dual role of Head of Content at MoneyHero, striking a good balance between growing the business and providing creative strategy.
But as the saying goes, “All good things must come to an end.” After more than seven and a half years, Ming Feng’s unexpected announcement of his departure from Seedly was a decision that shook many in the finance industry. Yet, when one chapter closes, it often opens the door to new beginnings.
We can now share that Yeap Ming Feng has taken up the role of Chief Executive Officer (CEO) of TradingKey, a site that that aims to provide comprehensive financial education and news analysis website, providing real-time market data, financial news coverage across commodities, cryptocurrencies and more, as well as professional trading courses.
But what does it take to go from building one of Singapore’s most successful financial platforms over more than seven years to, once again, assembling a team and vision from the ground up? How much will experience and the right network overcome the inevitable challenges of launching a new venture in a competitive market?
I spoke to Ming Feng about these questions.
Timothy: Let’s address the big question upfront. When you announced your departure from Seedly, I received numerous messages from people in the industry asking if I knew what had happened. I did, in fact, have some insight—after all, we’d talked over drinks before that. But I’d like to hear it from you: what ultimately led you to leave Seedly?
Ming Feng: I feel incredibly fortunate to have been part of Seedly’s remarkable growth journey. Statistics show that 90% of startups fail, with most not surviving beyond their first two years. To have been part of the team that scaled Seedly into Singapore’s largest personal finance platform over eight years is an achievement I take great pride in.
In August 2022, I stepped into the role of Head of Seedly, building on my experience as Head of Marketing. The transition felt natural, as my deep understanding of the business positioned me to lead effectively.
At that time, the world was emerging from the shadow of Covid-19, and businesses were navigating new challenges in a post-pandemic landscape. With this context in mind, I took on the role with a few clear mandates:
Be Forward-Looking: My priority was to sustain Seedly’s legacy while scaling it in a post-pandemic environment. This required addressing uncertainties in consumer behaviour, evolving business models, and shifting government regulations in Singapore and beyond.
Drive Sustainability: Building a sustainable business was critical. I focused on scaling Seedly to generate consistent revenue and profits.
Empower Singaporeans: I was determined to strengthen Seedly’s ability to help Singaporeans make smarter personal finance decisions.
The journey was both challenging and rewarding. With immense support and a wealth of learning experiences, I managed to check off key goals after two years in the role. While there is always room for improvement, I take pride in having scaled Seedly to greater heights with the resources available to me.
With the business having reached a certain level of stability and having written a clear playbook for Seedly, I thought it was time for me to move on and explore new opportunity. Now that I have achieved local product market fit with Seedly and had some regional exposure, I wanted to pursue a new challenge that operates on a regional or global scale.
Timothy: How did the people around you react when they heard the news? I imagine it must have sparked a range of responses from friends, colleagues, and, of course, clients and partners in the industry.
Ming Feng: I am grateful for the partnerships I’ve built over the years. Following my departure, I’ve had community members, Seedly’s users, clients and partners reach out to me, some of whom have followed Seedly for years or collaborated with me in various ways. Many of them expressed surprise at the news.
I’ve been genuinely touched by the kind messages acknowledging the hard work I’ve put into building the platform. It fills me with joy to see how Seedly has impacted so many individuals on their personal finance journey and has grown into a trusted business partner for numerous financial institutions in Singapore.
Timothy: Seedly has been such a significant part of your journey. What has it been like stepping away from a company that’s defined so much of your career up until now? How is it like finding a “new identity”?
Ming Feng: Seedly has been a defining chapter in my career and personal growth. Over the past eight years, I truly lived and breathed everything Seedly. For those familiar with my journey, you’ll know I started as an intern and grew alongside the company. Building Seedly from the ground up gave me the chance to uncover my strengths and weaknesses, and there’s a deep sense of fulfilment in watching something I nurtured flourish.
However, managing Seedly within the broader context of MoneyHero Group came with its share of challenges. During a period of significant changes within our parent company, I focused on stabilising the brand and steering it through turbulent waters. While I’m proud of what we achieved, I came to realise that in doing so, I was missing opportunities to explore other interests and passions.
As the saying goes, “all good things must come to an end.” Stepping away from Seedly gave me the chance to pause, reflect, and see life through a wider lens—something that wasn’t possible amid the daily demands of running the business. To close this chapter, I even embarked on a silent retreat, which was both grounding and rejuvenating.
While Seedly has shaped a significant part of my journey, I’ve never allowed it to define my identity entirely. Finding a “new identity” has felt natural, thanks to the wealth of experiences and lessons I’ve gained over the years. My advisory work with other companies, for instance, has kept me engaged while offering a broader perspective on the fintech and personal finance space.
This new phase of my career feels like a continuation rather than a departure—an evolution built on the foundation of what I’ve learned and accomplished at Seedly, while opening the door to fresh challenges and opportunities ahead.
Timothy: TradingKey seems like a massive and complex project, with offerings that include articles, stock news, technical charts, trading courses, and much more. Could you break it down for us—what exactly is TradingKey, and how do you envision it standing out in such a competitive landscape?
Ming Feng: At TradingKey, we wish to break barriers of investment and trading complexities with global market intelligence. It is a platform with educational resources, expert insights and advance investment tools to empower seasoned investors and traders globally. We also aim to support investors at different stages make smarter investing and trading decisions. Whether you are kick-starting your investment journey, an experienced investor or an advanced trader, we hope to provide you with the resources to enhance your investment and trading journey.
TradingKey is available in multiple languages, including English, Chinese, Thai, Vietnamese, Spanish, and Portuguese, ensuring accessibility for a diverse global audience. We are committed to expanding our reach by launching the platform in even more languages.
While we recognise the competitiveness of this landscape, we are focused on setting ourselves apart through key initiatives. These include advanced stock screening capabilities, expert analysis, real-time market data, and in-depth educational content. In the coming year, we plan to roll out even more exciting features to benefit investors and traders at every level. You can also expect quality, engaging and accessible content across various platforms and social media channels.
At TradingKey, we combine the expertise of our seasoned analysts with cutting-edge technology and Artificial Intelligence to enhance the investing journey for our users. My vision is for TradingKey to become a trusted resource that empowers individuals worldwide to make better, more informed investment decisions.
Timothy: As the CEO of TradingKey, what does your day-to-day work look like? How does it compare to your previous role at Seedly, and what new responsibilities or challenges have come with this leadership position?
Ming Feng: My day-to-day responsibilities span across every aspect of the business, reflecting the dynamic nature of starting TradingKey from scratch. As we’re in a hyper-growth phase, each day brings new challenges and opportunities to tackle.
With TradingKey being a relatively new brand, much of my focus is on building a strong foundation and implementing effective workflows across various teams. I typically begin my day by reviewing the platform’s progress and keeping track of key metrics, including:
- Website traffic
- Product development progress
- Social media growth
- Website SEO performance
- HR and finance matters
- Content strategy
- Administrative and legal tasks
In addition to overseeing these areas, I am responsible for steering the company’s overall direction, shaping product and marketing strategies, and driving partnership initiatives.
Being part of TradingKey from its earliest stage has been both rewarding and challenging. I am fortunate to have the resources to grow the brand and develop a product designed for a global audience. Given the international scale at which we’re operating, every decision requires careful consideration to ensure we deliver value to users worldwide.
Timothy: Where do you see yourself and TradingKey in 5 years?
Ming Feng: If there’s one key lesson my past experiences have taught me, it’s to approach the future with no expectations.
Five years may seem like a long journey, but I’m focused on taking things one step at a time. My immediate goal is to establish TradingKey as a trustworthy brand in the industry, no matter how long it takes. Of course, I hope to achieve this sooner rather than later, but I am committed to the process and the journey ahead.
Timothy: The last time we caught up in 2022, you were still spinning tracks on the side. So, is the “financial DJ” still in action, or have you officially retired the turntables and the headphones?
Ming Feng: Music will always hold a special place in my life. I am now sharing my latest earworms at HighHouse and couldn’t be more grateful for the incredible team there. A heartfelt thanks to Zushan, Wayne Lee, and Andrew Ing for their unwavering belief in me and my sound.
Timothy: Do you have any advice for current or former entrepreneurs, or for those who were part of the founding team in a successful startup, who are now looking to explore what the next chapter of their careers might hold?
Ming Feng: I’m not sure if I’m qualified enough to give advice, but I’m happy to share a few lessons I’ve learned along the way:
- Being kind is more important than being smart.
- Always make data-driven decisions.
- Everyone has something to teach you—stay open to learning from others.
Embracing The Entrepreneurial Spirit
Seven and a half years is a long time to spend in any job. In a startup, it can feel even longer. That’s because the startup journey moves at a much faster pace, with significant changes and milestones often happening in a short span of time.
During his time at Seedly, Ming Feng witnessed the company grow into one of Singapore’s most popular finance websites and navigate several key milestones. The company was first acquired by Shopback in 2018, followed by MoneyHero in 2020. Ownership changes typically bring new strategic plans and cultural shifts, but Seedly successfully stayed true to its mission while enhancing its operations.
Although Ming Feng wasn’t Seedly’s founder, he exemplifies what it means to be an intrapreneur—someone who adopts the mindset of an entrepreneur while working within an organization. He drove innovation, led initiatives, and created value as if the business were his own.
It’s important to know that in the world of venture-building, you don’t have to start a business from scratch to embody entrepreneurial traits and contribute to a company’s growth. By adopting an intrapreneurial approach, you can leverage your skills, creativity, and entrepreneurial mindset to build impactful solutions within an existing organization. In doing so, you play a vital role in driving the company’s growth and shaping its future as though it were your own venture.
Read Also: Meet Yeap Ming Feng From Seedly, A Finance Writer & Marketer By Day, And DJ By Night
The post From Seedly To TradingKey. Yeap Ming Feng Shares His Entrepreneurial Journey & How To Build Success From Scratch appeared first on DollarsAndSense.sg.
