Rosaline Koo believes that great leaders unite high-performing teams with a shared vision, create environments that bring out the best in everyone, and inspire innovation to outpace the competition. As the Founder and CEO of CXA, she exemplifies this philosophy by leading a company that is redefining workplace wellness and benefits in Asia.
Transforming Workplace Health with CXA
Founded in 2013 in Singapore, CXA is Asia’s first one-stop workplace platform that converts a company’s existing healthcare spend into a benefits and wellness program. Employees can customize their insurance and wellness options while being rewarded for healthy behaviors. By leveraging CXA’s platform, companies can enhance employee health, control rising insurance premiums, and streamline HR administration—all without additional costs.
Redefining the Broker’s Role
What sets CXA apart is its innovative approach to corporate benefits. With a proven track record, including an 800% growth at Mercer Marsh Benefits under Koo’s leadership, CXA has rapidly gained traction. The company has acquired Singapore’s largest homegrown broker and successfully attracted Fortune 100 clients away from global industry leaders. CXA is redefining the role of brokers by providing companies with the necessary tools, a strong provider network, and data-driven insights to build a healthier and more productive workforce.
A Mission to Shift from Treatment to Prevention
Koo is driven by a vision to reshape healthcare spending across Asia. She believes that companies can redirect existing insurance expenditures to improve workforce health, reducing unnecessary or duplicate coverage. More than just industry disruption, CXA aims to shift the focus from treatment to prevention, fostering a healthier workforce across the region.
From Humble Beginnings to Industry Leadership
Koo’s journey to success is deeply rooted in her upbringing. As the daughter of illiterate Chinese immigrants in the US, she became the first in her family to receive a formal education. Winning scholarships to UCLA Engineering and Columbia Business School broke the cycle of poverty and changed the trajectory of her life.
Looking to the Future
Reflecting on global challenges, Koo worries about the future her children will face, particularly as they transition from Singapore to the US, where upward mobility is increasingly difficult. However, she remains optimistic about the younger generation’s passion for creating a better world.
When asked about her plans for the next decade, Koo envisions becoming a philanthropist after selling CXA. She hopes to help others escape poverty and empower more female entrepreneurs, drawing from her own experiences growing up in South Central Los Angeles during the Watts Riots.
A Life Beyond Business
Outside of her work, Koo enjoys spending time with her husband and two teenagers, playing tennis, snowboarding, and indulging in her passion for reading about leadership and entrepreneurship. Her journey exemplifies the power of resilience, vision, and leadership in driving meaningful change.
