Joel Lim

Co Founder & COO at Buzz

Joshua and Joel Lim are the co-founders of Buzz, a fintech and adtech platform reshaping how financial apps engage users through personalised rewards and in-app experiences. What began as a university project during the pandemic evolved into a startup journey defined by iteration and resilience. Their initial concept, BeeBag, focused on encouraging sustainable behaviour through rewards, securing early partnerships but ultimately highlighting the challenges of scaling without a clear commercial model. Rather than stepping back, the brothers pivoted, recognising that user engagement was the key driver of adoption. This led to the creation of Buzz, which now powers cashback and engagement ecosystems within platforms such as Touch ’n Go eWallet. Navigating investor rejections and early setbacks, they refined both their product and strategy, with Joshua leading partnerships and Joel overseeing operations, forming a complementary dynamic grounded in clarity, persistence, and adaptability.