James Ooi is the Founder of our business and the driving force behind our mission to simplify how organisations choose UCaaS and CCaaS providers.

Starting his career in telesales, James rose to Head of Sales before moving into SaaS. In 2016, he applied his commercial expertise to hospitality, growing a single 3x3m gazebo into 38 delivery franchises, 4 customer-facing sites, and a social community of 80,000.

During this journey, he identified a major gap in unified communications, sparking the idea for our company. Today, James leads with a clear vision: to provide businesses with free, impartial guidance that delivers both immediate value and long-term results.

His leadership is defined by transparency, integrity, and a relentless focus on customer success—values that underpin everything we do.

Rob Elliott brings a wealth of leadership experience in technology, operations, and customer engagement to his role as Non-Executive Director.

Over his career, Rob has worked with more than 80% of Fortune 500 companies, managed a $1B portfolio of technology investments, and supported over 10,000 global customers. His background in large-scale transformation and complex service delivery equips him with deep insight into the challenges and opportunities facing businesses today.

With a focus on aligning strategy, operations, and customer outcomes, Rob helps organisations transition from legacy models to cloud-first communications. At board level, he provides independent perspective, strengthens governance, and ensures our UCaaS and CCaaS strategy continues to deliver long-term value for customers and stakeholders.