We love developing smart and inspirational work focused on business goals with meaningful outcomes. We have been through it all. From basic HTML, Flash, Web 2.0, Blogs, Social Media to Mobile Apps. Programming since Windows 95 to the current Fintech Evolution.


Eddie Lee

Eddie started his technology business in 1998 where he build web based software ranging from eCommerce stores to ERP systems for over 500 corporates clients.

During the short span of twenty years, he was nominated as the most inspiring entrepreneur by the Spirit of Enterprise Singapore and awarded the 2012 Promising SME 500 Award by the Small Medium Business Association Singapore.

He later sold the business in 2014 to venture into the Fintech industry. Besides being a pioneer in the peer to peer lending market since 2014, Eddie is also instrumental in getting the platform licensed (Full Capital Market Service License) by the Monetary Authority of Singapore.

Alex Chua

Alex was previously working in JP Morgan as Head of Equity Derivatives Retail Structured Products Distribution S.E.A from 2005 to 2012. Highlights of his 8-year tenure include the launching of the first-of-its-kind retail structured product for JP Morgan in Singapore, and the first retail fund in Malaysia tracking the performance of oil. His client portfolios included private and wealth banking institutions and corporates across Greater China and South East Asia.

Drawing on his extensive corporate finance and regional experience to address the challenges of a fast-changing, ever-evolving business landscape, Alex established Goldbell Financial Services in 2015 to meet the funding needs of the Group’s SME clients and to further support their accelerating business growth by providing them with new and innovative financial solutions.

Alex is also the CEO of Goldbell Financial Services, a subsidiary of Goldbell Group, Singapore’s market leader in distribution and leasing of commercial vehicles.

Besides Pilon, both Eddie and Alex also operates a leading Peer to Peer lending platform in Phnom Penh, Cambodia


Goldbell Towers, 47 Scotts Rd, #12-01/02, Singapore 228233