Proven experience
Battle-tested guidance from actual business building and exits.
Founder-led private advisory · Sydney
Strategy for founders building real businesses.
Direct, high-touch advice on strategy, growth, capital and execution—from operators who have actually built, scaled and exited.
Intentionally small.
Maximum 20 active clients.
Founder operating system
Active
Clarity before activity
Decide what actually moves the business.
01
Find the constraint
Diagnose signal, leverage and risk
02
Set the strategy
Priorities, sequencing and allocation
03
Execute and adapt
Direct support while you build
No course.
No junior hand-off.
No equity taken.
11,000+
clients served
195
countries reached
As featured in
01 / About
A different kind of advisory
Small by design.
Close to the work.
Andrew Chong
Founder & Principal Advisor
Ace is a founder-led consulting practice for people serious about building and scaling—while structuring the capital and life around it.
Founded by Andrew Chong after building and selling a seven-figure global services business, our advice comes from execution—not an MBA slide deck. You work directly with the people doing the thinking. We never outsource your relationship to a junior.
20 clients max
Capacity stays capped so the advice remains thoughtful and personal.
Long-term alignment
We want to remain useful for years—not manufacture dependency.
02 / Services
How we help
Advice that survives
contact with reality.
Core engagement
Advisory Calls
Deep-dive sessions focused on venture strategy, capital allocation, hard decisions and the next execution priorities.
Decision support
Strategy pressure-testing
Clear next moves
Between sessions
Explore ↗
Ongoing Advisory
Direct founder access for tactical questions, course correction and execution alignment.
Make it concrete
Explore ↗
Written Strategy
Roadmaps that define priorities, milestones, sequencing and capital allocation decisions.
Open the right doors
Explore ↗
Network & Representation
Introductions, referrals and informal third-party representation in select situations.
Your strategic business partner—without taking your equity
The closest thing to business hand-holding.
There is no content library to disappear into. Bring us the real decision, the messy numbers and the uncomfortable trade-off. We help you think it through.
Work with Ace01Direct accessYou work with the founder.
02Independent thinkingNo cookie-cutter playbook.
03Practical executionAdvice you can act on now.
04Aligned incentivesYour equity remains yours.
Our track record
Built from doing,
not observing.
Experience earned across global services, digital delivery, productisation and founder-led growth.
Trusted by first-time founders and leaders from
03 / Insights
Latest thinking
Essays on business,
ownership & strategy.
Don’t Sell Your Passions. Buy Them.
Following your passion sounds inspiring. But talent and market demand are better business filters.
Read essay ↗Why Jobs Rarely Lead to Financial Freedom
Most people try to earn their way to freedom. But ownership changes the math.
Read essay ↗What clients say
Clear thinking.
Real momentum.
Andrew helped me go from vague ideas to an actual plan I could execute. We mapped my first offer, pricing and go-to-market in one call.
This felt more like a strategic partner than a coach. Having someone pressure-test my decisions saved me from some dumb moves.
No motivational fluff—just clear thinking on business structure and capital allocation. It changed how I approach risk and growth.
Start the conversation
Bring us the decision
you can’t Google.
Tell us what you’re building, what feels stuck and what a useful outcome would look like. We’ll tell you honestly if we can help.
Email Ace Advisory ↗
info@aceadvisory.au
Sydney, NSW · Working with founders globally