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New Success Stories - Asia
CEO Interviews - exclusive for HR Digital Today with market leading HR Tech pioneers - QICSTART
Andrew Liew, Co-Founder/Head of Innovation of Qicstart

If quantifying investment in HR is tough, imagine trying to put ROI (return on investment) behind it.


Because of the variables that surround human resources, trying to forecast the kind of returns you can expect is not easy. Which is probably why investment in any HR decisions are often placed on the lowest priority, right after getting a new limousine for the CEO.


Qicstart aims to provide clarity for HR departments to accurately and easily predicts the ROI in all HR activities.



We speak with Andrew Liew, Head of Innovation to find out more:

1. Please share with us briefly what you do.

 I help to empower my own people to do their job. My partners and I help companies to grow using traditional consulting methodologies and new digital techniques. There are many ways to grow but we focus on helping them to build partnership, raise funds and develop capabilities.


2. What were you doing before this?

I was running a startup in the USA and that startup was trying to solve a problem of finding food from your next door neighbour.


3. In one sentence, how would you describe what your product does?

We help business owners optimize their business profitability by gaining clarity on the ROI on their HR activities.


4. How did the idea for your business come about?

When I was at big HR consulting firms, I keep hearing CEOs and decision makers having skeptics about HR investments because they don’t know the return of investment on these initiatives in 2007. 10 years later, I hear the same thing again for big companies and small companies. Now, companies are either complaining that they don’t see the ROI or they lament about the HR decisions that they make. So I decide to put my PhD training and 10 years of startups experience to make this one of my life quest.


5. How does it work?

The company either provide us all the required data (training, pay, personality test, sales…) or use a set of AI qualified operational HR softwares. Both approaches will draw the data out and run analytics to reveal the dollar impact of HR activities.


6. What are the key benefits that your product brings?

The key benefit are avoid making biased decisions on budgeting for HR activities and seeing the dollar impact of HR activities.


7. Who are your closest competitors?

Our competitors are often companies with big budget that can hire their own in house data scientists or companies that have senior management that knows how to use a hybrid skills set of statistics programming, econometric modelling and HR operation.


8. Who is your first customer and how did that happen?

Sorry, we sign NDA with our customer. The decision happens when one of my ex-employer ask me to help him to solve a specific problem for his client.


9. What were they using before this, and why did they switch?

They were a service provider to their clients and they were previously using excel and statistical software.


10. How do you price your product?

Depending on the approach, the first approach is the classical consulting approach which is charge on the time spend to solve a specific problem customized to the clients needs. The second approach is a typical Software as a Service (SaaS) model which we charge on a unit economics basis which can be pay per month or pay as you go model.


11. What’s your business focus for this year?

Our business focus in 2017 has been to build a platform and democratize this approach for organizations of all sorts of size. We aim to work closely with the food and beverage sector and the retail sector in 2018.


12. What’s one productivity tip/app/tool you can't live without?

It’s interesting because I got my phone repaired the other day and realize I was a bit of lost. And then I realize I can live without any apps. Of course for productivity sake, I need contacts app be it whatsapp , address book or facebook messenger.


13. Where can people find out more about your product offerings and you online?

They can go to or contact me via linkedin:


  • Born: in the year of the dog, 1982
  • Marital status: Single
  • School: NUS, KU, Usyd, ANU and school of hard knocks
  • First job: dishwasher
  • Favorite book: Chasing Daylight by Eugene O Kelly
  • Favorite Film: Matrix
  • Favorite Music: At the moment, it’s The Climb by Lauren Aliana
  • Favorite Gadget: my phone
  • Last holiday: everyday is a holiday if you enjoy your work