Sheng CHEN
Chief Product Officer, Head of AEO Research
Leads both product and AEO research at Jefurry Axis, owning the platform from model orchestration to user experience.
Meet The Team
Our Team
Meet the innovators behind the next generation of generative search optimization.
Engineering the Future of Brand Visibility
Dr. Yun Jia
Founder & CEO · Chief Brand Engineer
Dr. Yun Jia brings a scientist’s rigour to brand growth — pioneering Jeffery’s “Brand Engineering” methodology with deep cross-cultural fluency across Singapore and East Asia.
- PhD in NanotechnologyNUS & MIT Joint Program
- MSc in MicroelectronicsNational University of Singapore
- Regional Startup & Talent AwardsHigh-level prestigious honours
- Cross-cultural FluencySingapore & East Asia markets
Awards & Recognition
Sai YANG
Chief Operating Officer
Leads operations, client and delivery at Jefurry Axis, driving landmark AEO programmes from strategy through to full-stack execution.
Rae MA
Business Director
Leads commercial strategy and client growth, translating Jefurry Axis's AEO capabilities into real business outcomes across enterprise engagements.
Zixin YAN
Innovation & Research Team Lead
Team Lead within the Innovation & Research function, driving AEO research cadence and cross-functional coordination.
Yang ZHOU
Head of Design Engineering
Leads product design and front-end engineering at Jefurry Axis, turning dense AEO data into dashboards customers can read at a glance.
Xiaohong Sun
Head of Brand & Product Marketing
Leads brand storytelling and product marketing, translating AEO capabilities into clear narratives for customers and the wider market.
Meet Our Brand IP
Jefurry Chief Value Courier
“Hi there — I’m Jefurry, Jeffery Asia’s Chief Value Courier. Over this past year, I’ve kept a pair of sharp, attentive ears tuned to every partner’s needs — packing every insight, creative spark and result I gathered along the way into my digital delivery boxes, and sending them out to every corner of the world.”
Global Operations Network
Six hubs across Asia-Pacific. One connected network.
A team drawn from the National University of Singapore, Nanyang Technological University, the Massachusetts Institute of Technology and the University of Melbourne — with deep brand-research experience, long roots in Chinese and Southeast Asian culture, and solid academic and technology research behind every engagement. More than 60 people across the group, and every client gets a dedicated account manager and a service built around them.
- Global projects
- 200+
- University & enterprise partners
- 100+
- High-value leads
- 160K+
- Years of growth
- 10
Connected through Singapore
Singapore · Global headquarters
Organisations we work with
Across education, finance, government and cross-border services
We don’t sell deliverables — we engineer brands.
Strategy, content, data and AI, integrated into one compounding growth system.
Led by Dr. Yun Jia, Jeffery Asia pioneers “Brand Engineering” — seamlessly integrating technical expertise with sharp commercial acumen to deliver growth across Singapore, China and Southeast Asia.
We listen deeply to your needs and the market’s signals, then build AI-powered workflows that make everything we deliver intelligent, efficient and built to last.
What Drives Us
Mission, vision, values.
Mission
Smart, Efficient, Reliable
We listen deeply to your needs and the market’s signals. Our AI-powered workflows ensure everything we deliver is intelligent, efficient, and built to last.
Vision
Let’s Excel Together
Growth is a two-way journey. We drive your business forward while growing alongside you — a partnership built on shared ambition and shared results.
Values
Bridging the Cognitive Gap
We translate complex business logic into brand stories that resonate, closing the trust gap between your brand and your audience across cultures, languages and markets.
FAQ
Frequently Asked Questions
What is B = f(P, E)?
Kurt Lewin’s 1951 behaviour equation: what a person does depends on who they are and the situation they are in. JefurryAxis points it at AI search — we model the buyer and the week they are having, derive the question they would actually type, and check whether AI names you in the answer it gives back.
How is this different from SEO?
SEO wins a position on a page of links. An AI assistant returns one synthesised answer, different for each person, with no page one to be seventh on. What counts is whether your brand is named in that answer, how high it sits, and how much of the answer is about you.
Which AI models do you measure?
Ten automatically: ChatGPT, Claude, Gemini, Perplexity, Grok, DeepSeek, Qwen, Doubao, Kimi and Hunyuan. Tencent Yuanbao, RedNote Ask and Google AI Overviews are covered through team-assisted runs. International and Chinese models are always scored as two separate tracks, never averaged.
What is the AI Visibility Score?
One number from 0 to 100, built from four readings of the same sampled answers: whether the brand is mentioned, how often, how high in the list, and what share of the answer is about it. The question set and test conditions travel with the score, so every re-test measures the same thing.
Can you guarantee AI will recommend us?
No, and no vendor can. What we can do is optimise for the specific personas you want to win — and that approach has been tested. Our peer-reviewed research, “Persona-Driven AI Engine Optimization in Zero-Click Search”, found that articles written for one persona were cited only for that persona, while the brand’s AI Visibility Score rose from 69.1 to 77.2 — the targeting holds. And in our RedNote case, the same method took a brand from zero to one: absent from the answer before, recommended and cited after.
How does JefurryAxis relate to Jeffery Asia?
JefurryAxis is the AI visibility product of Jeffery Asia, a Singapore growth agency working across education, healthcare, finance and cross-border services since 2016. The research, the measurement method and the delivery team all come from there.
Be the AI
Recommendation
We built JefurryAxis to help good brands be seen for what they do well, in the answers their customers now rely on. Two languages, ten models, one experienced team.