Simplify isn’t just building Wi-Fi — it’s building the future of connectivity.
At its heart lies a powerful mission: to make the internet accessible, affordable, and secure for everyone.
By 2030, the company envisions a world where one million community Wi-Fi networks power homes, schools, and communities, bridging digital divides, one connection at a time.
But behind the routers, patents, and partnerships, Simplify’s real strength lies in something deeper, its people, culture, and the relentless curiosity that fuels every innovation.
A Culture Built on Collaboration and Mutual Respect
For Yen Pei Tay, founder and CEO of Simplify, leadership isn’t about hierarchy — it’s about harmony.
“My leadership style thrives on collaboration and mutual respect,” he shares. “I’m fortunate to have co-founders who are deeply rooted in technology, bringing invaluable expertise and vision to our operations. My MBA helps me balance that with business strategy — ensuring our innovation always aligns with sound commercial principles.”
Yen Pei’s team mirrors his values — a blend of seasoned experts and young, hungry innovators who approach each challenge as an opportunity to learn. “Our team is vibrant, curious, and entrepreneurial,” he adds. “It is also important to value the team.”
At Simplify, that blend of experience and youthful drive has created a culture that values growth, respect, and shared purpose — a foundation that has carried the startup from an idea to a global award-winning company.
Award-Winning Team, Global Recognition
Simplify’s company culture isn’t just aspirational — it’s proven.
The company was crowned Malaysia’s Telecom Solutions Provider of the Year 2025 at the Asian Telecom Awards, and previously earned global recognition at China’s ZGC Forum and Japan’s NTT Startup Challenge, as well as a spot among Fast Company’s 50 Most Innovative Companies Worldwide.
Behind these accolades is a leadership team whose expertise bridges academia, engineering, and business:
- Dr. Lee Lam Hong – Chief Technology Officer
With a Ph.D. from the University of Nottingham and over 17 years in AI and industry-academia collaboration, Dr. Lee transforms Simplify’s Smarter Wi-Fi concepts into robust, real-world technologies.
- Lee See Lein – Angel Investor & Advisor
A 25-year veteran in consumer electronics, See Lein brings market insight and commercial strategy, ensuring Simplify’s innovations remain both user-focused and business-driven.
- Phong Kah Weing – Solution Manager
A QIU computer science graduate, Kah Weing leads the Thunderbird 5G product line, bridging hardware, firmware, and market execution into one seamless innovation cycle.
- Ho Han Wei – Solution Lead
As one of the earliest team members, Han Wei heads the development of the Smarter Wi-Fi app across Android, iOS, Windows, and macOS — shaping how users experience Simplify’s technology daily.
Together, they embody what Simplify stands for — a synergy between technology, teamwork, and trust.
The Three Core Values That Power Simplify
At its foundation, Simplify’s culture is anchored by three guiding values:
- Value the Team – Happy individuals create exceptional products.
- Build Great Products – Innovation isn’t optional; it’s the heart of Simplify’s mission.
- Win Happy Customers – Great products bring satisfied users, completing the cycle of growth.
But beyond these values are the behaviors that bring them to life.
Simplify encourages entrepreneurial thinking, high energy, and adaptability — vital traits in the ever-changing startup ecosystem.
“We don’t expect routine,” Yen Pei explains. “We embrace discomfort — because that’s where real growth happens.”
To keep this spirit alive, the company conducts quarterly performance reviews, not just to track outcomes, but to nurture these traits as part of each employee’s professional journey.
What Are Simplify’s Biggest Challenges Today?
Even with strong products and a capable team, marketing remains one of Simplify’s biggest hurdles.
“It’s always a challenge,” Yen Pei admits. “Different market segments require different go-to-market strategies. We’re constantly learning from the market — even as 5G evolves, we’re learning how to evolve our own product roadmaps.”
This learning loop — between customer feedback, technology shifts, and business execution — keeps Simplify agile.
“We make sure our products always have market fit,” he explains. “And honestly, we’ve gained so much by listening to our customers. Every interaction teaches us something new.”
It’s this humility — and openness to feedback — that helps Simplify refine not just its tech, but its business approach, market by market.
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Yen Pei’s Take: The Startup Choice Is Personal
When asked why someone should choose a startup over a big corporation, Yen Pei doesn’t hesitate to acknowledge both sides.
“I think there’s no stereotype — it’s really personal preference,” he says. “Some people thrive in the structure and stability of big corporations, while others crave the fast-paced, hands-on exposure of startups.”
He adds that startups attract those who want to make an immediate impact.
“We offer a very dynamic and flexible working environment,” he explains. “Sometimes we still practice remote work; there’s a lot of flexibility. People who are more dynamic — who want broader exposure — will definitely find more opportunities here compared to big corporations.”
For those who seek growth, agility, and ownership, Simplify represents what Yen Pei calls “a living lab for innovation” — a place where learning never stops, and everyone plays a part in shaping the future of connectivity.
Looking Ahead: Building the Future, Together
Simplify’s vision extends far beyond Wi-Fi routers and data networks. It’s about empowering communities and reshaping how the world connects.
With a mission to democratize internet access and a culture built on learning, collaboration, and shared success, Simplify is not just creating a product — it’s building a movement.
As Yen Pei puts it:
“We’re not just connecting devices.
We’re connecting people — and giving them the power to connect others.”
