Reuben is the founder and CEO of ADventAge group of companies that was created with a mission to change the face of ageing in Asia by building a better living world for ageing adults. The company focuses on enhancing the lives of the ageing population by creating advantages through better accessibility, sustainability, and resilience in their everyday lives.
ADventAge also independently owns and operates the Home Instead Senior Care® franchise in Singapore in which Reuben is currently the CEO. Home Instead is a leading global multinational network of franchise specializing in home care for the elderly, in support of ageing in-place.
Reuben has more than 34 years of professional consulting and advisory experience of which significant parts of his career were in regional leadership roles in Asia Pacific prior to his retirement from Ernst & Young (EY) in June 2019. He was the Managing Partner at EY leading the firm’s Forensic & Integrity Services in ASEAN and Forensic Technology in Asia Pacific. His professional career spans across a number of leading multinational management and technology consulting companies like Accenture, IBM, Arthur Andersen, HP, and Unisys where he assisted C-suite clients solve complex business and technology issues and provided new and innovative insights from his extensive cross-industry experiences. Reuben currently is an Advisor and sits on the Board of a number of start-up companies in Singapore. Reuben graduated with a Bachelor of Science in Business Administration and holds a Master in Business Administration specializing in Financial Management from University of Wisconsin, USA. He had also attended the executive general management programme from the Wharton School of Business, University of Pennsylvania.