Cake Group

Cake Group is one of Southeast Asia's fastest growing digital assets innovators.

Cake Group operates four core verticals.

U-Zyn Chua and Dr. Julian Hosp

As U-Zyn and I reflect on our journey since Cake DeFi's inception in 2019, we feel a sense of déjà vu. Just as we have outlined in our early discussions, Cake DeFi has never been a typical company, nor do we ever intend to be one. We envisioned a platform that would shift the focus of the crypto community from mere trading to generating substantial cash flow from their assets. From our very beginning, we have always been committed to doing more with what we have, to making a meaningful difference.

We've made several decisions along the way that might have seemed unconventional at the time. We chose the name "Cake DeFi" because we wanted our company to not only excel but also to bring joy and positivity to people. We liked the name "Cake" because it brings a smile to people's faces and is easily memorable. More than that, it represents our mission to make financial independence accessible to everyone, just like a cake is a universal symbol of celebration.

In hindsight, these choices have become integral parts of our identity and have helped us grow in ways we had only dreamed of. Just as the world has come to love and recognize our cashflow services, we continue to innovate and deliver services that some might find audacious, but we are truly passionate about.

Cake DeFi was doing exceptionally well. Yet, we felt the need to further streamline our organization and make it more accountable. So on June 7th, 2023, our 4th anniversary, aka fourth Cakeaversary, we expanded the company to become the Cake Group, with Cake DeFi metamorphosing into Bake within that umbrella. This new identity brings an exhilarating chapter to our journey. U-Zyn and I are excited to lead the Cake Group as CTO and CEO, respectively, with the same shared vision and mutual trust that brought us together in the first place.

What is the Cake Group? It's an assemblage of businesses that all share a common goal. The largest of which, of course, is Bake, our retail-first platform. This is joined by Birthday Research, our R&D arm added in 2020; Whisk Ventures, our venture capital arm added in 2021; and Levain, our B2B arm added in 2022; and hopefully more verticals in the future. We are not intending for the group to be a big consumer brand with related products. The idea is that each business under the Cake Group should have the independence to develop their own brands with core audiences and value propositions. Each of these businesses represents a unique aspect of our core vision, operating independently but sharing the broader mission of leveling the playing field when it comes to investing.

A key part of our journey has been the people we work with. We are constantly inspired by the dedication and enthusiasm of our team members. We're particularly proud of our seven team principles:

  1. Integrity
  2. Ownership
  3. Resourcefulness
  4. Relentless Impact
  5. Meritocratic Decision-making
  6. Radical Candor
  7. Customer Obsession

These values guide us as we continue to reach new heights.

With our vision, mission and team principles, we keep striving to achieve even more ambitious goals, we keep taking a long-term perspective, and most importantly, we keep improving the financial lives of as many people as we can.

We can't wait to embark on this exciting journey with everyone in the Cake Group family.

Julian Hosp
CEO & Co-Founder

© Cake Group. Cake Group Pte Ltd, registered in Singapore 202301593R
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  • ACCESS, Singapore Blockchain & Cryptocurrrency Industry Association logo