Right-sized automation
Start with one task. If it's worth SGD 50 a month to you, it's worth my time. Prove the value on something small, then expand only where it pays off.
Phronesis Applied · Singapore
The right tool for the right task.
Practical AI and automation for real businesses — sized to the job, not the hype. Whether it's a five-minute task done a hundred times a month or a whole reporting process, I find the smallest tool that solves it, and prove it's worth it.
Why this exists
The small stuff never gets fixed.
Most businesses are sitting on dozens of small, dull, repetitive tasks — the kind that never justify a big software project, so they never get fixed. Meanwhile most "AI agencies" only want the large, expensive build.
So the small stuff stays manual. People copy-paste, re-key, reconcile, and chase — week after week.
That's the gap. No task is too small to be worth doing right — if automating it gives someone their afternoon back, it's worth doing. Often the right answer isn't a custom system at all; it's the right existing tool, pointed at the right problem.
How I can help
Four ways I can help
The right tool, not the biggest one
Off-the-shelf where it fits, custom only where it must. You won't be sold infrastructure you don't need or can't maintain.
Data, reporting & BI
Turn messy spreadsheets and disconnected systems into clean, trustworthy numbers and dashboards you can actually run the business on.
AI advisory, done plainly
Straight answers on where AI genuinely helps you — and, just as important, where it doesn't. No jargon, no fear-of-missing-out selling.
What I've already built
Proven range
I'm not starting from a blank page. I've built a library of working toolkits across very different domains — from a solo auditor's admin to a private-equity fund's underwriting. The range is the point: if your problem isn't one of these, it's probably next to one.
Foundation
Data preparation
Extract, tidy, reconcile and visualise — the unglamorous groundwork that makes every report above it trustworthy.
Assurance
Audit & assurance
Automates the repetitive parts of an audit — confirmations, draft financial statements, tie-outs. Tools for auditors — the auditor still signs off.
Planning
Financial Planning & Analysis
A multi-entity, multi-dimensional planning and reporting spine: budgets, forecasts, variance, board packs. Management-reporting grade — clearly scoped.
Close
Bookkeeping & close
Month-end and bookkeeping automation across Xero, QuickBooks, NetSuite and Odoo — not locked to one platform.
Real estate
Private-equity real estate
An underwriting, due-diligence and asset-management toolkit for PERE deals — models, memos, and independent checks on the numbers.
Business intelligence
Power BI & reporting
Reports and semantic models built as version-controlled code — so your dashboards are maintainable, not a black box.
Built and maintained by one person, deliberately. That's a feature — it keeps every tool simple enough to actually support.
How we'd work together
Pilot, prove, scale
01
Pilot
We pick one real, annoying task. I scope it down, not up, and quote it honestly — often small.
02
Prove
I build it and we measure whether it actually saves you time or money. If it doesn't, we stop. No lock-in.
03
Scale
When it works, we do the next one. Value compounds, and you only ever pay for things that have already earned their place.
"I'd rather do one small thing well and earn the next one, than sell you a big system you'll regret."
— Meng Huey, Founder
About
A finance practitioner who learned to build.
Meng Huey — Founder & Principal
I spent my career in finance and got curious about AI. Phronesis is where the two meet. I'm not a Silicon Valley lab — my job is to find the smallest tool that solves your real problem and prove it's worth it.
I care about the unglamorous, repetitive work that quietly wears people down, and about giving ordinary businesses the same leverage the big firms buy for millions — at a size that makes sense for them.
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Why "Phronesis"?
Phronesis is Aristotle's word for practical wisdom — knowing the right thing to do in a real, specific situation, not cleverness in the abstract. Raw AI is cheap now. Knowing where to point it — safely, honestly, and no bigger than it needs to be — is the part that's actually scarce. That's the whole idea, and it's in the name: practical wisdom, applied.
Let's talk
Tell me the task that's been bugging you.
Even if it turns out you don't need me, you'll get an honest answer.
Prefer email? [email protected]