Extreme founder sports
11 pitch rehearsals in 9 days, playing Mandopop on loop to fix my pronunciation. That was my Shark Tank Taiwan strategy. After AppWorks demo day last December, a founder in the au…
Read article ↗MABEL LOH / FOUNDER OF MAIBEL
Women deserve better.
I’m building for it.
I’m the founder of Maibel, building emotional AI for women with an English Lit brain and a builder’s curiosity.
I build at the intersection of relational UX, emotional AI and women’s wellness — making support feel personal across more than one conversation.
lived experience.
As seen in
The throughline? Women deserve better.
THE SHORT VERSION
Lived it. Coached it.
Now I build for it.
I lost 45kg and spent 5+ years coaching women. I kept seeing the same gap: knowing what to do is one thing. Having support when life gets hard is another.
I kept coming back to the same question: what would support look like if it understood the woman, not just her goals?
That question became Maibel. Then it became memory architecture, behaviour contracts, evals and more late nights than I’d care to count.
How I got hereTHE STORY BEHIND THE WORK
Before the startup,
there was a restart.
At 16, I weighed 118kg. Losing 100lbs changed my life. Coaching women changed the question I was asking. Maibel is where those experiences meet.
My transformation story
WHAT I’M BUILDING
Meet Maibel.
Yes, there’s an oppa.
There’s also a whole lot of engineering.
Maibel’s emotionally engaging AI companions help women build healthy habits through adaptive coaching, with real-world progress unlocking deeper storylines. I’m building the memory, judgement and boundaries behind that support.
Inside the work
FROM THE BLOG
Notes from
the messy middle.
You need a CTO
"You need a CTO.” I heard that line a lot when I started building Maibel. Last week at the Agentic Builders Collective, I shared the relational AI harness I designed for the first…
Read article ↗
Readiness is a decision
I told myself I wasn't ready to monetize even with D30 retention at 50%... but the thing that wasn't ready was me. Early signals of PMF are already here.
Read article ↗A FEW SIDES OF ME
Building. Speaking.
Getting stronger.
The work happens at a desk, in a room full of people, and sometimes under a barbell.
Building
Taking Maibel into the world
A product becomes real when people can try it.
Speaking
Inside the AI conversation
Sharing the work behind a wellness companion.
Strength
Where I learned consistency
Strength training has been part of the story all along.
Building
Learning from women
The conversations behind what I build.
Speaking
The founder story, out loud
From coaching to building an AI wellness companion.
Strength
A different relationship with myself
More than a number on a scale.
Building
Still learning. Still building.
At AI Engineer Singapore, May 2026.
Speaking
Women building what comes next
Talking about the leap from experience to entrepreneurship.
8 moments
SPEAKING, MEDIA & MAIBEL COLLABORATIONS