AI & data consulting · Singapore · APAC
Your data, fully maximized.
Execution-led AI and data consulting. We ship working systems in 4–8 weeks. Every engagement tied to a metric.
Free · 4-minute assessment · your AI & data readiness scored on the spot
4–8weeks
Average delivery
100%
Metric-tied engagements
Founder-led
From scope to ship
What we ship
Seven practice areas. One discipline.
Customer data maximization
Get the most from the data you already own.
Data Strategy & Architecture
Build the foundation that makes AI possible.
AI-Driven Customer Experience
Turn data into experiences that drive revenue.
Data Commercialisation
Find the revenue hiding in your data.
Customer Personalisation at Scale
From segments to 1:1 — in weeks, not quarters.
Customer Agents for Speed
Build AI agents for customer activation and growth — with human oversight.
Teams Data Maximization Skill Development
Build the team and skills to turn data into revenue.
Selected work
Your data, fully maxed.
Incremental revenue from the customer base you already own — acquisition, personalisation, retention.
Grocery retail & financial services
Tesco
Built Tesco's new financial-services revenue line from zero to $63m in a year — acquiring 10,000 customers at under $6 each by marketing to the 12m-strong Clubcard base.
Read the case study →Grocery retail
Carrefour
Designed Carrefour Singapore's loyalty programme to cost less than cash rewards — then turned its data into a supplier-funded promotions engine that lifted incremental sales 2% and halved joint-promotion costs.
Read the case study →Financial services — corporate cards
Global Card Issuer
Protected $5m+ a month in fees at a global card issuer by saving 35% of at-risk corporate accounts — and reactivating 2,500 dormant cardholders the business had written off.
Read the case study →Founder track record
Built on engagements at the companies that defined data-driven sales, loyalty and marketing.
- Tesco — Loyalty and data strategy at the company that invented modern loyalty analytics (dunnhumby)
- Carrefour — Loyalty programme + supplier-funded retail-media data engine
- McDonald's — Loyalty and CRM run as a revenue-and-margin P&L
- Cisco — Built the global inbound demand-generation engine
Founder note
Most APAC mid-market companies sit on customer data they don't know how to use. The big consultancies are too slow. Freelancers can build but can't think strategically. I started Morphy to be the creative, human bridge between data potential and commercial reality — in weeks, not quarters.
Huw Hopkin Founder · Singapore
Questions
What teams ask before they start.
What does Morphy do?
Morphy is an execution-led AI and data consultancy based in Singapore. We turn the customer data mid-market companies already own into working systems — personalisation, AI agents, data products — and ship them in 4–8 weeks, each tied to a measurable business metric.
Who is Morphy for?
Chief Data Officers and Heads of Digital at mid-market APAC companies (roughly 500–5,000 employees) in retail, financial services and travel/hospitality — teams that have customer data but need to turn it into revenue faster than a big consultancy can move.
How long does an AI or data project take?
Most engagements ship a working system in 4 to 8 weeks, versus the 12–24 week industry average. Every engagement starts with a measurable outcome and ends with something running in production — not a slide deck.
How is Morphy different from the big consultancies and freelancers?
Big consultancies are strategic but slow and expensive; freelancers can build but rarely think commercially. Morphy is founder-led and metrics-first: senior strategy plus hands-on delivery, fast, with every engagement tied to a revenue or efficiency metric.
Where is Morphy based and which markets does it serve?
Morphy is based in Singapore and serves the wider APAC market. The founder’s track record spans data, loyalty and personalisation at Tesco (dunnhumby), Carrefour, McDonald’s and a global card issuer.
Stop planning AI. Start shipping it.
Score your AI & data readiness in 4 minutes — see your top revenue blockers and where to attack first. Or skip straight to a 30-minute discovery call.