About Us
We don't buy devices. We enable the ecosystem to operate better—with neutral diagnostics, multi-buyer orchestration, and fair value for everyone.
Where we started
After working for more than half a decade in the re-commerce industry, we saw every process flow and use case the industry was working with—and how existing systems were still not very user-friendly or intuitive. We started building Apex Value as a platform, and when we were ready to go to market, we incorporated Upvalue Technologies to build and distribute various SaaS solutions.
We had a clear edge: first-hand experience running trade-in programs with big OEMs like Samsung, Maxis, and Switch, and multiple trade-in partners like Reboxed, CompAsia, and InstaCash across the globe. We used those learnings as the foundation for Apex Value—which has shown great potential and is the next phase of revolution in the trade-in industry.
Traction & milestones
Nov 2023
Identified a gap in the trade-in ecosystem and started working on the solution.
Feb 2024
Found first paying customer in Malaysia for the solution.
Jun 2024
Partnered with Tahira Group as Orchestration partner in SEA.
Sep 2025
Partnered with ToG in Indonesia to run trade-in programs for all major telcos, covering 80M+ people.
Oct 2025
Partnered with RNew to launch trade-in program in India.
Jan 2026
Registered Upvalue Zitron group in Malaysia.
Leadership, engineering, and advisors with deep experience in trade-in, diagnostics, and global scale.
CEO
Technology entrepreneur with 12+ years in startups and 6+ in trade-in and device lifecycle. Ex–Safe Securities (Lucideus), a $700M cybersecurity company; ex-CTO at InstaCash, scaling an $18M SaaS business. Drives Upvalue's vision for neutral, trusted infrastructure in global device trade-ins.
Chief Product Officer
10+ years building scalable D2C and B2B products. Owns frontend architecture and system design; shapes product vision and roadmap so the platform stays intuitive, performant, and aligned with program and buyer needs.
Chief Alliance & Strategy Officer
16+ years in strategy, partnerships, and operations. Leads global expansion and ecosystem partnerships, bringing Upvalue into the world's largest trade-in programs and forging long-term alliances.
SVP, Customer Experience
8+ years designing and running SOPs and SLAs for global programs. Owns end-to-end customer experience—onboarding, support, and delivery—so partners get consistent, reliable operations.
SVP, Application Development
8+ years in native and hybrid mobile across multiple regions. Leads app development for store and consumer touchpoints, keeping experiences fast and aligned with program workflows.
SVP, Platform Engineering
10+ years in backend systems for trade-in, CRM, and ERP. Builds the core platform—APIs, integrations, and infrastructure—that powers grading, pricing, and settlement at scale.
Advisors with enterprise and regional experience supporting Upvalue’s strategy, partnerships, and growth.
Strategic Partner & Advisor for South East Asia
Founder & Group CEO, Tahira Group
A self-made businessman, Vincent believes that the soul of a successful business is about having faith, passion and conviction. He has exercised that constant conviction throughout his 32-year career, with management positions at Mobil Oil Australia, Scandinavian Airline System, MBF Finance, and Chariot Limited.
Strategic Partner & Advisor for Partnerships & Alliances SEA
General Manager, Zitron
James is an experienced business and operations leader with 20+ years across logistics, technology, and enterprise operations. He has built and managed large-scale operational teams and supply chain environments. At Upvalue, James advises on operational strategy, logistics partnerships, and ecosystem execution, helping scale trade-in programs and device lifecycle operations across global markets.
Strategic Partner & Advisor for Growth & Investments
Chief Business Officer & Head of Investments, Paysecure
Santiago is a seasoned strategy and business development professional with experience in building new ventures, market expansion, and strategic growth initiatives across consumer and financial services. At Upvalue, he supports strategic market expansion, ecosystem partnerships, and international growth initiatives within the global device recommerce ecosystem.
Strategic Partner & Advisor for Thailand
Ex-COO, MK Group of Companies / MD, Ingram Micro / Ex-CEO, Nokia / HoD, Orange
With deep experience in the Thai market and strong relationships across enterprises and ecosystem partners, Siriporn supports Upvalue's expansion in Thailand by helping shape market entry strategy, building local partnerships, and aligning our platform with regional business and regulatory expectations.