How Osome Gave Eng Heng the Clarity to Build Again

Turning an Idea into a Business

Before becoming a second-time founder, Eng Heng spent his early career in San Francisco and Singapore, with Heads Up, a B2B SaaS startup where he joined as one of the first employees. He took on both product and operations, managing incorporation, HR processes, and internal systems. Working with a previous provider meant everything ran over long email chains. “Messages got lost and simple tasks dragged,” Eng Heng says. That experience shaped his instinct for operational clarity and showed him how much friction poor systems could create.

After two and a half years, he felt ready to build something himself. He describes himself as someone driven by autonomy and the desire to choose meaningful problems. That decision led him to Kabana, an ecommerce analytics startup serving major merchants across Southeast Asia. Kabana grew steadily and was later acquired, closing out his first founder journey.

Before incorporating Kabana he attended a networking event with other founders in Singapore. When the topic of incorporation came up, everyone who was happy with their provider was using Osome. He walked in skeptically but signed up anyway. “Just the sign-up process itself was already better,” he says. Onboarding was simple, fast, and handled inside a clean interface without relying on email threads. Once he could message the team directly inside the platform, he sensed the difference immediately.

That confidence strengthened during Kabana’s acquisition. Unsure whether Osome’s corporate secretary team had handled similar cases, he reached out for support. “They said they had experts in-house and would check with someone,” he says. Within two day,s the team returned with the context they needed and guided him through the process smoothly. It stood in sharp contrast to the communication issues he had faced with his previous provider. “The best compliment to Osome is that Osome is not there. You don’t have to think about it. But when you need it, it is there, and it will be your best buddy,” he says.

Getting the Right Support at the Right Time

Switching to Osome addressed all the friction points he had experienced in the past. Communication became centralised, no information was lost, and he no longer had to worry about whether someone had even received his message. At his previous provider, he often discovered that staff handling his case had left the company, causing delays and confusion. With Osome he found consistency, speed, and context preserved in one place.

Less Stress, More Focus

With incorporation and corporate secretarial work handled, Eng Heng no longer had to divide his attention between building a product and managing operational gaps. “You are trying to run a company, but also thinking about all this operational stuff. The whole point of outsourcing is to abstract it away,” he says. Osome’s support allowed him to do exactly that.

The result was clarity. He could concentrate on product, hiring, and growth while knowing the back end was stable. The absence of stress was as meaningful as the time saved. “Osome is invisible until you need it,” he says. “And when you do, the help is immediate and reliable.”

Scaling from Experience to a New Venture

After Kabana’s acquisition, he began building again. His new company, Zugo, is a home services startup in its early beginnings, shaping its strategy, vision, and on-ground execution. The stability he experienced through Osome made it a natural choice for incorporation. He plans to move accounting to the platform as well to maintain operational consistency as Zugo grows.

A Glimpse of the Future

As he thinks about the next chapter of his founder journey, Eng Heng draws from the lessons of his first startup. He believes founders should begin by asking what they truly want to achieve, because ambition shapes every decision. He also encourages focusing on strengths, resources, and the people around you. “The journey is like a pendulum,” he says. “Sometimes it stays on the difficult side, so you need to know why you’re doing it and how to stay grounded.”