Soon Loo bridges executive coaching, global corporate governance, and entrepreneurship. An ICF Master Certified Coach (MCC) and member of the Marshall Goldsmith 100 Coaches, Soon partners with senior leaders, next-generation business scions, and family office principals across Asia, supporting them in navigating the complexities of leadership, wealth, and fulfilment. Fluent in English and Mandarin, he has coached senior executives at organisations including UBS, GSK, Uber, AXA, and Alibaba, and has mentored entrepreneurial leaders through venture capital funding and IPOs. Soon currently serves on the ICF Professional Coaches Global Board of Directors.

Soon’s coaching draws depth from an extensive leadership career. He served as CEO office the Brunei Economic Development Board, where he spearheaded foreign direct investment for national economic diversification, and as Regional Vice President at AXA Group, overseeing strategy for a multibillion-dollar business across 11 Asia Pacific markets. He has served on multiple public and private boards, including as Chairman of a publicly listed Asian company valued at over USD 1 billion, and as a council member of the APEC Business Advisory Council, advising heads of state on public-private
collaboration across Asia Pacific.

Soon holds an MSt in Coaching from the University of Cambridge, where his research focused on AI coaching, and an MBA from Harvard Business School