Soon Keong

Cheng Soon Keong

Director, Corporate Advisory

+65 6829 9627


Soon Keong has over 27 years of professional and commercial experience. These include operating as the CFO of a regional group listed on SGX Mainboard, the Singapore Managing Director of a NASDAQ listed professional services group and heading up a number of M&A, Corporate Finance, Valuation and GRC/SOX practices of mid-tier accounting firms in Singapore. He has also held various supervisory and managerial positions with multi-national companies and a big-four firm in his formative work years.

Professional Qualifications and Affiliations

  • Fellow (Non-Practising Member) of the Institute of Singapore Chartered Accountants (ISCA)
  • Member of the Institute of Chartered Accountants ANZ
  • Member of the International Association of Consultants, Valuators and Analysts 
  • Member of the Singapore Institute of Directors (SID)

Areas of Specialisation

  • SME Advisory & Family Business Advisory
  • Valuation for transactions and FRS requirement
  • Corporate Re-organisation including corporate restructuring and distressed assets management
  • Corporate Finance including IPO or fund raising for transactions and projects financing
  • M&A, Transaction Support including Financial Due Diligence

Relevant Experience – Business Advisory

  • Assisting owners of various healthcare and medical businesses in M&A for proposed PE funds’ buyout (2016)
  • Assisting SME bosses in reviewing and restructuring their business for purposes of more streamlined approach to succession planning and eventual exit.
  • Valuation of IT business for purpose of IPO consideration by Board (2016)
  • Valuation of F&B chain for shareholders' dispute resolution (2016)
  • Valuation of Events Management business for shareholders’ dispute resolution (2016)
  • Valuation of a Oil & Gas business’ service contract for proposed acquisition into company by investor (2016)
  • Valuation of UK hotel management business based on sports related F&B & hospitality assets in Europe for purpose of acquisition by Spore List Co (2015)