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.

Start the conversation Explore how we help

Intentionally small. Maximum 20 active clients.

Founder operating system Active

Clarity before activity

Decide what actually moves the business.

Find the constraint Diagnose signal, leverage and risk

✓

Set the strategy Priorities, sequencing and allocation

→

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.

Proven experience

Battle-tested guidance from actual business building and exits.

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.

Meet the team

02 / Services

How we help

Advice that survives
contact with reality.

01 ↗

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

02＋

Between sessions

Ongoing Advisory

Direct founder access for tactical questions, course correction and execution alignment.

Explore ↗

03⌁

Make it concrete

Written Strategy

Roadmaps that define priorities, milestones, sequencing and capital allocation decisions.

Explore ↗

04◎

Open the right doors

Network & Representation

Introductions, referrals and informal third-party representation in select situations.

Explore ↗

Contemporary waterfront architecture at blue hour — Built for clear decisions **Structure creates momentum.**

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 Ace ↗

01Direct 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.

$ 0 business value built

0 clients served

0 countries reached

0 maximum client intake

Trusted by first-time founders and leaders from

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

Indea Leary

I had a consultation with Andrew and found him warm, friendly and genuinely approachable. His insights were clear, practical and gave me immediate clarity on the direction I needed to take. Andrew has a way of breaking things down so they feel manageable, and his guidance was both confident and easy to action. Highly recommend.

Alex Alariao

Andrew is such a great help for me and my partner. We recently started a business and as a start-up, we were clueless as to what to do to make the business thrive and thats where Andrew comes in. His expert opinion has helped us land our first client expand our portfolio. Thank you so much!

Gareth Morris

Andrew at Acr Advisory gave value and insight into areas of our business that could be optimised more. Great guy to talk things over and work with

Luka Petrovic

Andrew is very helpful, asking lots of questions to actually get to the bottom of your situation and understand the full picture. Very warm and friendly guy

Beau Gamble

Andrew was incredibly generous to share his experience and advice. He's been extremely helpful to share tailored tips for the stage of business growth that I'm at and to help scale my business sustainably into the future. Thank you, Andrew!

Ryan Tan

Andrew gives great advice. Had 2 chats with him, interesting ideas. Would recommend giving him a shot with your business problems

Yevette Ho

Highly recommend Ace Advisory. Andrew is amazing to work with. He is generous with his time, genuinely understanding, and provides practical business coaching without making things feel overwhelming. Very personable, approachable, and easy to talk to. Really appreciate the support and guidance.

Creative Frontier

Andrew was able to tell me information I had heard before and make it into something new. He translated our understanding of the sales funnel from a linear, traditional perspective to one that shows all streams operating at once, and how to treat it as multiple streams, not one journey to unlock real, actual growth.

Jackson Glenwright

Had a great experience with Ace Advisory. I spoke with Andrew, and he was an awesome guy, super helpful, friendly, and easy to talk to. Highly recommend

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Strategy for founders building real businesses.

Decide what actually moves the business.

Small by design. Close to the work.

Proven experience

20 clients max

Long-term alignment

Advice that survives contact with reality.

Advisory Calls

Ongoing Advisory

Written Strategy

Network & Representation

The closest thing to business hand-holding.

Built from doing,not observing.

In their words.

Bring us the decisionyou can’t Google.

Small by design.
Close to the work.

Advice that survives
contact with reality.

Built from doing,
not observing.

Bring us the decision
you can’t Google.