About Us.

We’re the only franchise management

software of choice for brands and

businesses in Southeast Asia.

Grow Better, Go Further!

TreeAMS is unity in diversity. When you and our team come together connected ideas evolve

to bring more value to your growth journey starting from one to infinity.

Simplifying the way you manage and scale your business.

TreeAMS revolutionizes traditional manual Franchise management methods by leveraging technology to implement and integrate multiple key performance results onto one dashboard. This allows franchisors access to valuable insights when driving franchise growth, whilst Franchise managers quickly act on data-driven insights for more effective franchisee management across multiple territories.

TreeAMS is trusted across Southeast Asia by brands and franchisors to bring real-time, actionable insights to franchisors and franchisees continuously.

It’s All About the People 

Since our first hire, the entire TreeAMS team has focused on passionately serving and co-creating with our customers to develop more robust management solutions as they grow across the region. We believe the only way to succeed is to truly listen to and create our customers’ products and features.

TreeAMS strives to create a culture that empowers an intelligent, passionate, innovative, and mission-driven workforce.

We love how each new hire adds to our culture. And, we’re hiring.

We believe that each of our superpowers makes us stronger. Building a more diverse, inclusive, and equitable organisation is good for our team, customers, and community. We empower each other to bring unique perspectives and experiences to work and continually seek new ways to do so.


Hsien Naidu

Chief Excecutive Officer (CEO)

Hsien Naidu is a business accelerator who has been growing brands and helping entrepreneurs regionally for over 20 years through franchising, branding and intellectual property management across all industries. To Hsien, the intrinsic satisfaction that comes with building successful brand growth with entrepreneurs is unparalleled and it is what drives her to keep pushing to discover innovative solutions.

Ardan Peddell

Chief Technology Officer (CTO)

Since graduating in 1981, Ardan has taken on all aspects of the technical side of developing and maintaining several businesses in the entertainment, retail, and hospitality industries. Thirty years of hands-on experience in software engineering and developing customized software solutions to match business requirements, rather than having to use fixed single-use applications, has been his passion. From the early 80’s to today he has kept up with the constant changes in computing technology and is always looking to improve existing solutions and find new ways to harness future technologies and processes. The end goal is to provide more efficient and user-friendly software solutions for any business process.

Felicia Elsa

Chief eXperience Officer (CXO)

Elsa is a business process expert and specialises in Process Digitalisation. She is focused on customer onboarding journey that is focused on training new users leverage TreeAMS for improving efficiency, consistency and productivity.

Soh Wei Si

Product Manager

Wei Si is fresh in the working field and brings on new perspectives of work which revolve around product thinking. She manages product features in TreeAMS using the Agile framework and sees through the development from start to end. On top of product management, she has incorporated UX principles into product development and created UI designs.

See Tho Yong Yang

Customer Success Manager

See Tho is the Customer Success Manager of TreeAMS having diversified experience in various industries ranging from Banking and Finance to Renewable Energy and Information Technology.

Juven Jimenez

Product Marketer

Juven is a visionary trend curator. He is akin to exploring small details to form greater ideas that support the company’s goal. To Juven, asking the question “why” as many times as possible is an imperative to get to the nature of any problem as well as its solution. He is a steady support and an advocate to convening cross-functional and diverse teams.

Chua Tianhao

Sales Director

As TreeAMS’ Business Development Manager, Tianhao leverages on his immense retail and management consultant experiences to deliver impactful changes for clients. Tianhao has over 8 years of retail experience as a senior manager in both franchisor and franchisee capacities. Prior to joining the retail sector, he was a management consultant developing strategies for governments and Fortune 500 companies. Having worked across Europe and Asia-Pacific, the cross-cultural perspective in his developed strategies is deeply appreciated by clients.


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