Meet our team
Johan de Beurs
Managing Director, AU
Johan de Beurs is an experienced management consulting professional with over 15 years’ experience advising, establishing and leading data driven businesses.
He has worked across the business spectrum from transformations for big business and government, to hands-on implementation with SMEs and start-ups across South East Asia, the Middle East, Australia and New Zealand.
Johan brings holistic thinking that covers technical implementation, data culture, organisational structure and data management processes, with a focus on aligning data with commercial value.
Smeet Malvania
Managing Director, SG
Smeet Malvania is a seasoned data practitioner with over 10 years of experience in building scalable, in-house data solutions for businesses across APAC.
His expertise spans diverse industries, including sales operations, payments, and gaming, where he has led data platform initiatives that optimize business intelligence, event tracking, and machine learning applications.
Smeet brings thought leadership in creating solutions that are embedded into the fabric of decision making, maximising your ability to execute at pace and at scale.
Our story
Cruxdata started in Singapore in 2018 with a simple observation.
Data shouldn't. be. this. hard.
We felt this when working in business teams. Data disagreements. Spreadsheets strained to breaking point. We felt this when working in data teams. Weeks-long backlogs of service requests. Impenetrable data pipeline failures. Complex systems held together with sticky tape. Everyone pointing fingers, but no-one equipped to change.
Business leaders we talked to shared familiar stories.
“Our data team is highly academic, over-stretched and isn’t delivering insight to business users or allowing us to derive it ourselves”
-- CFO, B2C Fintech
“We thought we could export our data from [Vendor A] at a later date, but we didn’t realise raw data exports required a >USD100k subscription plan”
-- Head of Marketing, Online marketplace
“We’ve got millions of rows of web and app event data, but we can’t connect these to each other or our internal databases to know how our offers interact”
-- Chief of Staff, Healthcare platform
“We thought we’d commercialise activity data [from our platform] but we didn’t have sufficient quality in our data definition and capture”
-- CEO, B2B Fintech
We believe that pains come down to two root causes
- Point solutions set up within siloed teams without whole-of-business or strategic thinking
- Technical systems chosen based on familiarity and "market standard" without understanding how the company wants to use data
Cruxdata set out to solve these challenges with considered application of the "modern data stack", open source tooling, and importantly, an eye for aligning technology with people and data processes in order to maximise long term returns. We are proud to have been dbt's first Singapore-based partner and continue to align with leading open source projects to level up standards globally.
Since our founding we've delivered millions of dollars in data commercialisation revenue, saved clients up to 75% in data costs, and scaled data teams to deliver lasting impact. In 2025 Cruxdata expanded to Australia, bringing our holistic thinking and use-case led data development approach to companies across APAC. Across our journey we've worked with hyper-growth startups like Xendit, mature scale-ups like Grab, and listed entities like SEEK, allowing us to bring solutions that are appropriate for all stages of business.
Book a call with one of us
45 minutes | No obligation
Our values
Cruxdata is a principles-led consulting firm. If you're here, chances are you have a problem which needs solving. We will bring our years of hands-on experience to peel back the onion and help you answer the all-important When? and How? questions.
Our five cultural values that drive who we are and how we work.
Focus
- We’re meticulous about the foundations, knowing we’re setting up capability that may be used for years afterwards. This doesn't mean we miss the big picture. By focusing first on strategic clarity we define use-case led roadmaps and then implement deliberately
- We’re cognisant that it is critical to deliver early return on investment, so we phase projects carefully to avoid over capitalisation
Growth
- Our whole reason for existence is to deliver value, growing bottom lines through increased revenue or decreased costs. We iterate quickly, making course corrections and growing along with our clients
- We can’t do this if we don’t grow ourselves, personally and professionally. We read widely, building industry knowledge and data domain expertise, bringing both deeper and broader perspectives to any problem we face
Trust
- We are entrusted with sensitive data and require deep infrastructure access in order to do our day-to-day work. Our team treat client data and systems as if they were our own, with due care and the utmost in professionalism in our interactions
- We embed trust in output we create, remembering that ownership, tests, monitoring and documentation are important pieces of discoverable, usable and maintainable data assets
Grit
- Grit is vital for the entrepreneurs building the SMEs and startups we serve. It is critical for them to survive the ups and downs and to become sustainable over the long term. We live these journeys alongside you, solving challenges that help make your lives incrementally better
- We’re passionate about the problems we work on, clear about how they will drive success, persistent in our delivery against them, and complete with post implementation checkins to close the loop
Humanity
- At the centre of any data or business process lies a human, and we recognise this in how we define and deliver services. We focus on co-development and use-case driven output socialisation to maximise adoption and value
- We’re technical but approachable, collegiate but self-starting, humble but driven. These qualities help us develop real relationships as we balance remote work with on-site engagements
Contact us
Get In Touch