Most SME business owners and leaders reach a point where gut instinct is no longer enough.
The decisions get bigger,
the environment moves faster.
What the business needs now is someone to work alongside the team - to lead it to think and move THE STRATEGIC WAY.
Founded in 2005, we work directly with owner-led SMEs across Singapore — as a strategic partner who understands what it is like to carry a business.
We bring honest advisory, strategic clarity, and AI-ready thinking, applied directly to your situation, at the pace you move.
Where engagements require specialist depth, we draw on a network of experienced associate consultants. You get the right expertise for the work — without the overhead of a large firm.
If you have ever wished someone was in the room with you when the hard decisions needed to be made — that is exactly what we are here for.
Our Purpose
Our Position on AI
The AI advisory market is crowded with people who are enthusiastic about tools. Adonai Group starts from the opposite position: enthusiasm for business outcomes, and rigorous scepticism about tools until they are proven to serve those outcomes.
We use AI ourselves. We evaluate it constantly. We have a clear-eyed view of where it is genuinely useful for SME operations and where it is oversold. That position — inside the technology, independent of the vendors — is the only position from which honest AI strategy advice can be given.
No platform allegiances. No vendor relationships.
No agenda except yours.
Our Model
Expertise, without the large-firm overhead
Adonai Group uses a networked consultancy model. For engagements that require specialist depth, we bring in the subject matter experts. Michelle leads every engagement as principal consultant. You work with her directly.
This keeps the work focused, the cost competitive, and the quality consistent.
Who We Work Best With
They run service-based businesses — typically with 20 to 300 staff — where the management team is lean and the owner is still the primary decision-maker.
Owner-led SMEs who are ready to be challenged,
not reassured.
They have moved past survival mode and are facing decisions that genuinely matter: where AI fits in their strategy, how to structure for growth, what to stop doing.
They are not looking for validation. They want a thinking partner who will:
Push back
Identify what they are missing
Help them build a position that lasts.
AI strategy engagements are conducted remotely where appropriate.
We work with businesses in Singapore and across the region.
Founder and Principal Consultant
Michelle Ling
Michelle founded Adonai Group out of a consistent observation: business owners who are intelligent, experienced, and deeply capable in their field are routinely making expensive decisions — in growth strategy and increasingly in AI — without a structured thinking framework.
Her track record includes leading a six-month strategic review for a membership organisation with over 300,000 members, developing a productivity programme for elderly workers that won the NTUC 50 Model Partnership Award in 2011, and helping businesses build new service models and competitive positions.
She has applied AI tools directly to her own business operations — using AI to analyse 100 pieces of member feedback in under five minutes and translate the findings into resource reallocation decisions, rebuilding her own website using AI at less than 15% of its previous cost, and using AI systematically to stress-test business ideas before committing time or capital. She is currently integrating AI workflow automation into her own processes in real time.
What Michelle brings is not a playbook from a global firm and not a vendor relationship with an AI platform. It is the ability to sit with a business owner, map their operations against the real landscape of AI capability, and help them make decisions that will hold up — not just this quarter, but as the technology continues to change.
Michelle is passionate about supporting business owners build strong businesses with business thinking and resilience. She established SoGather in 2022, a community for micro-business owners and solopreneurs in Singapore — a separate initiative from Adonai Group.
Links
Connect
© 2026. All rights reserved.
Our Position on AI
