Mixing family and business could propel a start-up to new highs.
This is the case for telemedicine venture WhiteCoat, the brainchild of Mr Bryan Koh and Ms Natalie Koh, whose father is veteran banker Edmund Koh.
WhiteCoat puts a doctor at your fingertips via a few taps on your phone, doing away with lengthy waits at a clinic.
In just a year since its launch, it has some 50,000 customers and a market value in the tens of millions of dollars.
In the pipeline is a partnership with an insurer that could expand its patient base exponentially.
WhiteCoat's vision, says Mr Bryan Koh, the firm's founder and chief executive, is to "bring affordable, accessible healthcare to people, any time, anywhere".
The elder Mr Koh, UBS Asia-Pacific president, who provided seed capital of about $5 million, steps up as mentor and strategy coach.
"This project that turned into a business has brought us very close as a family," he says.
Read about the family dynamics behind WhiteCoat's founding in Wealth magazine, which comes with The Business Times today.
The latest Wealth edition focuses on protection for the high net worth.
The Spotlight piece looks into jumbo life policies - also called universal life - which are a staple in insurance offerings for the wealthy.
Demand for universal life has slowed over the past year, as higher interest rates made premium financing less attractive. But the need for wealth planning among the high net worth is expected to underpin demand.
The edition also examines healthcare insurance that offers global coverage, and even benefits such as dental and maternity cover.