Meet Eldred, a former investment banker turned entrepreneur on a mission to preserve the legacies of Singapore’s often-overlooked SMEs. As the founder of Edenity, he channels personal experience and professional grit into helping business owners secure continuity beyond their lifetime.
Driven by a deep desire to be the father he never had, Eldred doesn’t just talk about legacy. He lives it. With a sharp eye on succession planning, cultural heritage, and intergenerational healing, he’s building a movement to ensure that purpose, profit, and people can coexist in the long run.
The name “Edenity” beautifully combines “Eden” and “eternity.” What inspired you to start this company, and how does your personal journey influence its mission?
For me, my life goal is to be the dad I never had. I come from a single-parent family, and when I think about what I want to pass on to my son, it goes beyond money. To me, legacy means much more than that.
To fulfil my life goal of being the father I never had, I named my company after my son Eden, with a play on the word “eternity” as well. So yes, you got it.
You’ve highlighted that many SMEs with revenues between $1–5 million are often overlooked despite being vital to the economy. Why do you think these businesses are so underserved, and what gap does Edenity aim to fill?
For companies in this bracket, especially accounting, tax, and payroll firms, most investment bankers won’t touch them. There’s too much work for too little money. Yet this is an extremely underserved market.
In Singapore, close to 70% of employment and about 50% of GDP come from SMEs. I want to focus on these smaller firms to help them grow and spread their influence to larger SMEs.
Many business owners who have weathered 10, 20, or even 30 years of hard work end up closing shop because their children don’t want to take over. I want to bridge that generational gap and serve this niche meaningfully.
Succession planning is often neglected by SME owners. What are some of the biggest misconceptions they have about succession or business continuity?
Succession planning should start from day one. Every founder has a “why” when starting a business—some for time freedom, some for profit, some for passion. But that “why” only reflects one phase of life.
A great analogy is the entrepreneur as a bus driver. Passengers (team members) come and go at different stops, and sometimes the founder has to step off and let someone else drive to take the business further.
Succession planning involves mapping out a timeline and milestones to prepare for that transition. An investor-ready company is generally well-run and profitable, making it more desirable for buyers and more sustainable in the long term.
A great analogy is the entrepreneur as a bus driver. Passengers (team members) come and go at different stops, and sometimes the founder has to step off and let someone else drive to take the business further.
What were the biggest challenges moving from investment banking and private equity to entrepreneurship?
The biggest challenge is cash flow. Back then, in a salaried role, I knew money would come in every month. In entrepreneurship, especially in mergers and acquisitions, the pay cheques are lumpy and unpredictable. Cash flow is tight.
Another challenge is being sick. As an employee, being ill meant rest, medical leave, and time off. As an entrepreneur, you push through regardless of how you feel.
Lastly, there’s the mental shift. People think entrepreneurship gives you freedom, but you never stop thinking about the business. You’re constantly thinking. So it’s important to practise self-care and remember your purpose.
What does legacy mean to you personally, and how do you hope to be remembered both as an entrepreneur and as a father?
I live by these seven words: Hainanese dad connecting people through valued relationships. “Hainanese” reminds me to honour my roots and preserve our culture. Hainanese people make up just 0.3% of Singapore’s population, around 180,000 people.
Legacy, to me, is about keeping culture alive. I look for fellow Hainanese because I care about connection. The word “dad” is equally important. Being a father teaches me to be a better person. It’s a two-way street.
One day, I brought Eden to a Yong Tau Foo stall called San Tai, meaning “three generations”. He saw a mural depicting three generations working together — the grandfather, the father, and the son. He asked, “Why are there no women here? Where’s Mama or Nainai?”
That moment was profound. It reminded me how kids can ask the most insightful questions. Legacy isn’t one-directional. It’s a shared experience. If I had to summarise how I want to be remembered in three words: Hainanese, M&A, and Dad. A Hainanese mergers and acquisitions professional who cares deeply about legacy.
Why do you do what you do?
Intergenerational trauma is real. My parents, both Hainanese, divorced when I was nine. That left a huge scar. As the eldest of four, I watched my mum raise us single-handedly. The divorce happened due to multiple failed businesses. That’s why I started Edenity.
I don’t want history to repeat itself. Naming my company after my son is part of my healing. I do things the way I do because I believe everything happens for a reason. I’m committed to charting my own path.
What’s your vision for Singapore in the next five years?
Singapore will always be home. Even though I shout about being Hainanese and our roots in Hainan Island, this country shaped who I am. And with Prime Minister Lawrence Wong also being Hainanese, these next five years feel like a golden era for us to unite and amplify our presence.
I want to carve out a strong identity as a Hainanese dad building an incubator and accelerator that connects generations. Let the older generation with capital and wisdom meet the younger generation with energy and tech savvy.
Together, we can strengthen Singapore as a financial hub while preserving our cultural identity. I hope hawker culture stays alive, especially the Hainanese-run F&B businesses. May legacy not only live on in the next five years but be passed down for generations.
If you could have a superpower for one day, what would it be and why?
I would want the power to speak to my past self and relive the moments during my darkest times, not to change anything, but to understand.
Everyone carries their own struggles and demons. Self-understanding is a lifelong journey. I want to be the best version of myself, and that means learning from who I used to be.
Connect with Eldred: Edenity and LinkedIn.
