Joel is a strong believer in preventive health, and he co-founded Actxa Pte Ltd as a subsidiary of Activate Interactive in 2015. Leading Actxa as the CEO from 2015 to 2018, and again from 2021 to 2023, Joel drove the team to achieve consecutive successes, such as the winning of tender to supply fitness trackers for the National Steps Challenge, Singapore’s first-ever nationwide fitness tracker-based physical activity initiative, since 2015. ​

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Joel acquired a controlling stake in Activate from its founder in June 2015 and has since led the company as its CEO. He is responsible for the company’s vision, corporate strategy, and for managing all facets of the business. Under his leadership, Activate grew more than 10-fold with a current staff strength of more than 150, spanning Singapore, Malaysia, and Indonesia. ​
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Joel has more than 20 years of experience in the software and telecommunication industry and is a serial entrepreneur and investor.​