News Story: Lianhe Zaobao: Siblings Join Forces to Illuminate the Future of Skills for Professionals

About the Story

In today's era of rapid technological change, upskilling and training have become increasingly crucial for professionals. Established 15 years ago, @ASK Training has stayed ahead of the curve by seizing opportunities amidst waves of technological advancement, providing comprehensive upskilling programs for the workforce.

@ASK Training specialises in digital marketing and office software training while also offering soft skills courses such as communication, interpersonal skills, management, and motivation. Today, the company provides dozens of courses with about 80 trainers and has grown from an initial three full-time employees to nearly 40.

The journey began when founder Kuah Wan Keng (55 Years Old) faced a mid-career crisis. In 2010, while working as a course administrator for IT skills courses at the Civil Service College, she learned that the college would discontinue its IT training programs, potentially transferring her to other departments or ministries/statutory agencies.

With a Diploma in Electronic and her first job at Apple Computer, she had experienced firsthand the transformative power of technology during her seven years there. She also benefited from the company’s soft skills and IT training programs, which cemented her passion for training. Later, she shifted her career focus to managing training courses at the Civil Service College.

The news of the college discontinuing its courses was a shock. Facing the pressure of mid-career unemployment, she had an idea: to start her own IT training company.

“In Chinese, the word for 'crisis' is composed of 'danger' and 'opportunity.' I thought, since I already had access to resources like trainers and students, and had accumulated extensive course management experience, why not venture out and start my own business?”

Thus, @ASK Training was born. Wan Keng recalls the humble beginnings: "It started in a small space with three classrooms, and I was running everything on my own."

Starting a company proved far more challenging than managing individual courses. However, family ties became Wan Keng’s greatest source of strength and support.

Her brother, Anson Kuah, initially helped out during his free time while working in a management role at a multinational company. In 2011, her sister, Zenn Kuah, joined the company. A year later, Anson also left his job to fully commit to the business. Together, the three siblings expanded the company’s offerings from IT courses to include management and soft skills training.

The siblings divided responsibilities clearly: Anson focused on business development, Wan Keng handled communication and management, and Zenn managed administrative tasks.

In 2014, @ASK Training took a significant step forward by expanding its training programs to online platforms, adapting to emerging trends. That same year, the company became officially recognized by SkillsFuture Singapore.

However, 2014 also brought severe challenges. Anson was diagnosed with stage 3 colon cancer. Despite his battle with the disease, he continued to work, driving the company forward.

Lessons from Setbacks

In 2016, the company seized the opportunity presented by SkillsFuture initiatives, achieving further growth. By 2022, it had earned certification as a Continuing Education and Training (CET) center.

Throughout its growth, the company faced numerous hurdles. For instance, a merger attempt with another training company ended amicably after six months.

Reflecting on these challenges, Wan Keng says, “Every mistake is a learning experience. Since the three of us share the same values, we never hold grudges over missteps. This shared perspective has helped the company go further.”

Over the years, the siblings have developed an even closer bond. Wan Keng recalls, “When we first started, our mother was very worried and kept advising us not to put all our eggs in one basket. But time has proven that the three of us complement each other well and have successfully grown the company together.”

Anson, a Three Kingdoms history enthusiast, often incorporates Three Kingdoms strategies into his management courses. He humorously likens the siblings to characters from the historical epic:

• Himself: Cao Cao, a leader with both strategy and ambition.
• Elder Sister Wan Keng: Sun Quan, a people-oriented leader who adopts a family-style management approach.
• Younger Sister Zenn: Zhuge Liang, a principled and highly disciplined strategist.

Inheriting Their Mother’s Value

Despite their different personalities, the siblings share a unified vision: “We believe in ethical business practices. Education always comes first. Profit is a byproduct of doing education right,” a value passed down from their mother.

Today, @ASK Training offers courses for professionals at all career stages and age groups. Anson notes, “Some of our participants are mid-career professionals who’ve worked for decades but face job stagnation or layoffs and they are at a lost of what to do. Seeing their struggles reminds me of my own mindset when I first ventured into entrepreneurship. This route is tough but incredibly meaningful. I’m grateful my sister brought me into this field—it’s a journey worth taking.”