WORK / MAIBEL + AMFIT
Women’s wellness is the problem I’ve lived, coached and now build for.
01 / MAIBEL
Maibel’s emotionally engaging AI companions help women build healthy habits through adaptive coaching, with real-world progress unlocking deeper storylines.
The first companion is an oppa. The bigger question is how emotional connection can help women sleep better, move more consistently and restart when life gets in the way.
Underneath the conversation: memory, routing, behavioural decisions, coaching strategy and safety boundaries. That’s the work I’m building.
Explore MaibelHow I built the relational harness
MAIBEL / FROM IDEA TO EXPERIENCE
For women who want support that remembers their life, alongside the habits they’re trying to build.
On Telegram, a story-driven companion checks in, gets to know your goals and brings small wellness missions into everyday conversation.
Healthy habits unlock new chapters. The aim is to make showing up feel engaging, rather than another task to tick off.
Movement, meals, sleep and the days when life gets in the way. I’m interested in support that can adapt when the plan stops fitting.
Remembering what someone has shared, understanding their present context and choosing when a gentle nudge is useful.
I design and build the memory, coaching behaviour, conversation routing and evaluations that sit behind the companion.
A warm answer is one moment. My work is about how the companion behaves across a relationship.
Read the relational AI build storyA companion needs to remember what matters and respond to the person’s present context — including when the right move is to hold back.
Consistent behaviour, clear boundaries and testing across whole conversations. A single warm response can’t tell you the whole story.
I’ve learned to be deliberate about what to automate, and what still needs close attention to narrative, meaning and experience.
02 / AMFIT ACADEMY
Strength training. Flexible nutrition. Habits you can live with.
AMFIT grew out of my own transformation and the belief that women deserve a more thoughtful way to approach fitness. Coaching taught me the difference between giving someone a plan and understanding why they can’t follow it.
The experience behind MaibelIN THE STRAITS TIMES / 15 FEBRUARY 2026
From women’s wellness to building Maibel — and learning in the Lorong AI community along the way.
Newspaper clipping shared on my LinkedIn. Photography: Gavin Foo / SPH Media.
THE ECOSYSTEM AROUND THE WORK
AppWorks, National Youth Council, Youth Action Challenge and B71 / NUSX are part of the ecosystem supporting this chapter. The work keeps growing through conversations with users, founders and builders.