A Team with a Thesis.
Our philosophy is honed by years of hands-on experience. As operators ourselves, we know the importance of ROI.
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.
Business leaders told us 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.”
“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.”
“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.”
“We thought we’d commercialise activity data from our platform, but we didn’t have sufficient quality in our data definition and capture.”
Two root causes
- Point solutions, built in silos
- Set up within one team, without whole-of-business or strategic thinking — so they solve that team’s problem and create everyone else’s.
- Tools chosen by familiarity
- Technical systems picked because they are what someone used last, or because they are “market standard”, without anyone asking how this company actually wants to use data.
What we did about it
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 the people and processes around it, so the returns last. We are proud to have been dbt’s first Singapore-based partner, and we continue to align with leading open source projects to level up standards globally.
Since founding we have 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 the same holistic, use-case led approach to companies across APAC. Across that journey we have worked with hyper-growth startups like Xendit, mature scale-ups like Grab, and listed entities like SEEK — which is why we can tell what is appropriate at each stage, and what is not.
What we value
- Focus
- We are meticulous about foundations we may be building on for years, without losing sight of the big picture. Strategic clarity comes first, then use-case led roadmaps, then deliberate implementation.
- Grit
- The founders we serve have to weather the ups and downs to build something that lasts, and we live those journeys with them. We stay persistent against the problem, deliver value early rather than late, and check in after go-live to close the loop.
- Growth
- We cannot grow our clients without growing ourselves. We read widely and build real domain expertise, so we bring a deeper and broader perspective to every problem — and keep growing alongside you.
- Trust
- We are given sensitive data and deep access to the systems that run on it, and we treat both as if they were our own. We make what we build trustworthy too, with the ownership, tests and documentation that keep a data asset usable long after we hand it over.
- Humanity
- At the centre of every data process is a person, and we build for them. We co-develop with your team so the work gets adopted rather than just delivered, and we stay technical but approachable, on-site and remote.
Book a call with one of us
45 minutes, no obligation. If you are here, chances are you have a problem that needs solving — we will bring the years of hands-on experience to peel back the onion.