Built differently.
By design.
Pack was founded by practitioners who believed the best strategic advice had been gatekept for too long — and that a boutique firm, done right, could outperform at the highest levels.
The conviction that built Pack.
Pack Consulting & Advisory began as an experiment in what advisory could look like without the machinery of a global firm. Our founders — veterans of technology, finance, and strategy — had each spent careers at the intersection of complex problems and consequential decisions. They had sat across from clients and known, more than once, that the advice being delivered was shaped as much by billable hours as by strategic truth.
So they built something different. A firm where every engagement is carried by a partner, not delegated to an analyst. Where the work begins with real curiosity — about your business, your market, your constraints, and what you're actually trying to achieve — before a single recommendation is made.
We grew through referrals, which tells you something about how we work. Our clients are executives and founders navigating defining moments: a digital transformation that can't be botched, an acquisition that needs to actually create value, an AI strategy that has to move beyond the boardroom, or a leadership gap that needs filling now. These are not moments for templated thinking.
"Our goal has never been to be the largest firm in the room. It has been to be the most essential one."
Today, Pack works with business leaders across the technology, fintech, mobile, and blockchain sectors — organisations where the pace of change is relentless and the margin for strategic error is thin. We bring the experience of advisors who have worked in these industries, not just consulted to them.
The principles that guide every engagement.
Listen First, Always
We believe the most important thing an advisor can do is understand before they advise. We ask hard questions, sit with ambiguity, and earn the right to have a point of view.
Honest Over Comfortable
Our clients don't pay us to tell them what they want to hear. We deliver direct, evidence-based counsel — especially when it is difficult — because that is where the value lies.
Outcomes, Not Outputs
Decks are not deliverables. We measure ourselves by what changes in your organisation after we leave — better decisions, stronger capabilities, value that outlasts the engagement.
Partner Accountability
Every engagement carries partner accountability. There is no layer between our senior people and your organisation — the people you meet in the pitch are the people doing the work.
Intellectual Rigour
We bring structured thinking, data discipline, and deep industry knowledge to every mandate. Our recommendations are earned, not assumed — built on evidence and tested against how things actually work.
Long-Term Partnership
We build relationships, not transactions. A good advisory relationship gets better with time. We think about the second engagement while delivering the first.
Built on human judgment. Accelerated by AI.
Pack operates as an AI-native firm. Every partner works with AI-augmented research, financial modelling, and strategic analysis as a standard part of how we deliver. This isn't a lab experiment or an add-on service — it's how we've rebuilt our workflows from the ground up.
The result: sharper analysis, faster turnaround, and recommendations that have been pressure-tested against more scenarios than any manual process could achieve. The accountability and judgment remain entirely human. The capability is amplified.
The team behind every engagement.
Our partners bring complementary expertise and a shared belief that advisory work should leave organisations measurably better off.
Justin Cheung
Technology & Marketing StrategyJustin has spent his career advising technology firms on go-to-market strategy, product positioning, and digital transformation. A former technology executive with a background in consumer electronics and SaaS, he works with organisations that need to turn technical capability into commercial traction. Justin is regularly engaged as a fractional CMO for high-growth technology companies that need senior marketing leadership without a full-time hire.
Jasper Lin
Finance & Business DesignJasper is a financial strategist who thinks about business design as a system — not just the numbers, but how the whole structure holds together. He works with organisations on financial architecture, capital allocation, and operating model redesign. Jasper serves as fractional CFO for companies at growth inflection points, providing the financial leadership they need without the full-time overhead.
Andrew Leung
Accounting, Tax & FinanceAndrew's background spans public accounting and corporate finance, and he brings that range to bear on tax strategy, accounting systems, financial health reviews, and capital structure. He is frequently engaged as a fractional CFO or Controller for high-growth technology companies and start-ups — particularly those navigating their first institutional raise or scaling faster than their finance function can keep up with.
Abbas Fazalbhoy
Product MarketingAbbas specialises in product marketing strategy and brand architecture for technology-led businesses. He works with organisations to sharpen their value proposition, build go-to-market narratives that hold up under scrutiny, and run launches that actually move the needle. Abbas serves as fractional CPO for technology and blockchain companies that need product strategy leadership to break through in competitive sectors — without the full-time executive commitment.