Singfung Group launches its new brand and website: one system for work that used to be scattered

Today Singfung Group launches its new brand and website at singfung.uk. From the outside it looks like a new logo, new colours and a new address. For us it is the largest and most important piece of work of the past year — and most of the effort went not into how the home page looks, but into the system behind it.

One group, two very different businesses

Singfung has two lines of business. Singfung Labs provides cloud computing: cloud servers, GPU compute, storage, databases, and — growing fastest in recent years — cross-border network optimisation. Singfung Capital invests: the group's own money, in an evergreen structure, backing core software, applied AI, and transformation in energy, manufacturing and cross-border supply chains.

Their customers, rhythm and rules differ. Cloud customers want things instant, transparent and self-service; founders want patience, confidentiality and someone accountable at every step. Over the past few years the business grew quickly, but it grew in pieces: each new line of work brought another tool, another address and another spreadsheet to keep in sync by hand.

What it was like before

Singfung Labs used to be a stand-alone cloud vendor portal. Product pages were one system, checkout and invoices another, the console a third, and tickets and chat lived somewhere else again. Buying a server meant moving between several addresses; finding which machine an invoice belonged to often meant opening a ticket. Our support team had the same problem: to answer a question in chat, a colleague had to sign in to several back offices to piece together the customer's situation.

Singfung Capital was the classic case. Almost everything ran on meetings and email: a founder sent a plan, we wrote back for more; wrote again to set a meeting; once an amount was approved, confirmed bank details by email; and every disbursement took several more rounds. A term sheet could exist in a different version in three or four inboxes. Founders rarely knew where things stood, and we spent real time working out where we had left off.

The business was fine. The trouble was that everything depended on people remembering, chasing and relaying.

One system, two separate back offices

The new site brings these pieces into one system, and deliberately keeps the two businesses apart. Labs and Capital each have their own back office, their own accounts and their own data; they share only the underlying architecture and design language:

• Labs account centre: choosing and configuring, paying, managing cloud resources yourself, monitoring, invoices, credit terms, tickets, team members and roles — all in one place. You sign up as a person or a company; developers join through the growth programme.
• Capital founder portal: submit a plan online, see each review stage, approved amounts and balances in several currencies, request disbursements, upload bank proof and sign term sheets online. Every step is recorded; nobody digs through email.
• Group panel: support, finance, sales, the Capital team and editors work in one back office, each seeing only the modules they are responsible for. Next to a live chat, the agent sees that customer's services, invoices and tickets.

Labs and Capital accounts are completely separate: neither depends on nor is linked to the other. That is our promise to customers and founders — what you share on one side never appears on the other.

Every piece of business and every to-do, in one place

For customers the most direct change is that they no longer need to ask. Where an invoice is, whether a service is ready, who is handling a ticket, how far a plan has got — it is all visible. For our teams the biggest change is that work comes to them: new account applications, credit applications, disbursements waiting for a second approval and tickets waiting for a reply appear on the right colleague's panel and arrive by email, and every decision is recorded with who made it and when.

What used to take three or four emails is now mostly a button. By our own count, the back-and-forth on a Capital disbursement, from request to payment, has fallen by more than half; billing tickets on Labs have dropped noticeably because customers can see invoice details for themselves.

One source for prices and facts

On Labs every product you can buy shows a live price; prices, specifications and checkout come from the same billing system. Page copy is deliberately unable to hard-code a price: when billing changes, the site follows, so the price you read is the price you pay. Regions, specifications and bandwidth are maintained in one place in the same way.

The new brand

The new brand carries the same idea of one group with two characters. The group itself stays restrained — nearly black and white, like the letterhead of an old holding company. Labs uses an engineering grid and a technical blue, clean and exact; Capital uses paper texture, serif type and engraved patterns, borrowed from bonds and old-fashioned investment letters. All three share one header and one type family, so wherever you are, you know you are still at Singfung.

What comes next

Singfung Group Limited is registered in the United Kingdom, with branches and data centres across Asia, Europe and North America. The site is in Traditional Chinese and English, and this is where we will share product updates, new regions and investment news. The system will keep changing too: if anything feels awkward, tell us through live chat — making that easy is exactly what it was built for.