Started building businesses and learning through repeated experimentation.
About Ace Advisory · Sydney
Built by operators.
Close to the work.
Founder-led private advisory for people serious about building real, scalable businesses—without giving away their equity or their judgment.
Built & exited
11,000+ clients
195 countries
Andrew Chong
Founder & Principal Advisor
AC
Experience
Built from doing.
20
active clients max
01 / Our story
From experimentation to exit
The long way around
became the advantage.
Ace Advisory was founded by Andrew Chong after years spent learning entrepreneurship the expensive way: by building, failing, adapting and eventually exiting.
“The advice is practical because the lessons were earned in practice.”
Andrew began building businesses at 21. After leaving law school and pursuing several unsuccessful ventures, he built a global digital services company serving executives, founders and public figures.
The business ultimately served more than 11,000 clients across 195 countries. When modern AI tools emerged, the company moved early, productised its delivery and reached margins of 85–90% before being sold to a US buyer.
After the exit, Andrew began advising founders and operators privately. Those conversations became Ace: a deliberately small practice built to deliver clearer strategy, faster learning cycles and fewer costly detours.
Clients served across a global digital services business.
Margins reached after productising delivery and integrating AI.
The company was sold; its hard-won lessons became the basis for Ace.
02 / Our purpose
What Ace exists to do
Better decisions.
Less wasted motion.
Vision
◎
To become the trusted strategic partner for founders building their first enduring business.
A close, long-term relationship that helps good operators become better owners—and promising ventures become durable companies.
Mission
↗
Turn experience into clear, tailored and immediately useful advice.
We help founders identify the real constraint, make the hard decision and translate strategy into the next practical move.
03 / Our team
Small by design
The people doing
the actual work.
No rotating consultants and no junior hand-off. The people you meet are the people responsible for the relationship.
Founder-led advisory
Founder & Principal Advisor
Andrew Chong
Andrew built and sold a global digital services business in his twenties, scaling it beyond $2M in value and serving 11,000+ clients across 195 countries.
He integrated AI early to productise delivery, reaching 85–90% margins before exiting to a US buyer. His work has been featured in News.com.au, Daily Mail and The Sun, and he has advised executives, athletes and founders across finance, technology and consumer sectors.
Today, Andrew works with a limited cohort of entrepreneurs on strategy, capital allocation and execution—helping them build scalable, sellable businesses from day one.
Operations & client experience
Operations Manager
Dallas Gay
Dallas oversees operations and client coordination at Ace Advisory. She previously managed global teams and AI-delivered services for a multi-million-dollar digital business, working closely with offshore contractors and enterprise clients.
With a background in law and corporate insurance, Dallas brings structure, operational discipline and high-level administrative oversight to the practice.
She is the primary point of contact for scheduling, onboarding and the internal workflows that keep every advisory relationship responsive.
04 / How we operate
The principles underneath the work
Clear thinking.
Real alignment.
Direct access
You work with the founder—not a salesperson, junior or outsourced delivery team.
Clarity before activity
We diagnose the real constraint before prescribing more tasks, tools or spend.
Long-term usefulness
Ace was built as a long-term cashflow practice—not a churn-and-replace consultancy.
Your equity stays yours
Get the perspective of a strategic partner without surrendering ownership or control.
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