Tell us about you.
TriOn & Co is a multi-award- winning strategic communications consultancy founded in March 2023 by Joel Lah, Marion Ang, and Charu Srivastava. We built this business on the basis that strategic communications can be a game-changer for any company or individual, regardless of industry and location. We offer tailored communications services and specialised consultancy projects crucial in today’s macroeconomic climate, including business restructuring communications for organisations undergoing retrenchment or leadership changes, as well as Diversity, Equity and Inclusion (DEI) audit and strategy. TriOn operates with a regional remit and we are driven by our passion for doing good work while creating a safe and respectful work environment that not only benefits our team and ourselves but the impact can be seen in the work that we do for our clients.
Tell us how your startup is changing the world.
We’re transforming the communications industry by proving that exceptional client results and employee well-being aren’t mutually exclusive—they’re synergistic. Traditional agencies are notorious for its fast-paced and high pressure environment, causing talent burnout for short-term gains. We’re demonstrating that a sustainable model with people-first practices can actually drive efficiency and better business outcomes. Our full suite of communications services across financial services, professional services, government, and enterprise technology sectors showcases this philosophy in action. Our advocacy for diversity and inclusion, mental health and workplace wellness, and active mentoring of industry talent creates a ripple effect, raising standards across the communications sector.
What sets you apart from the competition?
We’re distinguished by our three co-founders – Joel Lah, Marion Ang, and Charu Srivastava – who function like pieces of a jigsaw puzzle, combining complementary strengths while sharing deep chemistry and values from their successful individual careers including being ex-colleagues. We have an 8-point manifesto that is our operational blueprint that prioritises relationships over money, maintains transparency through public accountability, and creates a workplace where “TriOnings” thrive under progressive policies like our 4.5-day work week, flexible work arrangements, unlimited leave, and strict anti-burnout measures. This values-driven approach has delivered exceptional results: 100% retainer client retention and a new business conversion rate that jumped from 26% to 44%—all achieved through referrals, never cold outreach. Our strong reach through networks and associations, combined with human-centric culture and proven track record, demonstrates that our business can achieve success and results without compromising on employee-driven values.
What does it mean for you to win this title?
Firstly a big thank you to the mystery person who believed in us enough to nominate TriOn & Co – this means the world to us and validates the work that we do. The award came through open voting, which means our clients, peers and industry partners actively voted for us and we’re truly very proud to have made a positive impact on people. TriOn & Co is only 2 years old and this award win proves that we’re on the right path. The win inspires us to work harder and continue pushing boundaries to work smarter and better.
What do you love about your team, and why are you the ones to set out for this mission?
The founders share the same core values and have unshakeable trust in each other’s ability to not just generate great ideas, but execute them flawlessly. Each of us has a “get shit done” mindset and strong chemistry that makes critical business decisions seamless. Additionally our shared sense of humour keeps us grounded through challenges. We foster innovation by being explicitly supportive of the use of technology in our work, encouraging our team to leverage tools smartly and ethically to enhance their output. When you combine proven execution capabilities with aligned values and a culture that embraces intelligent innovation, you create the perfect foundation for delivering consistently high standards of meaningful output, and perhaps set the wheels in motion to change the industry.
Looking back, what milestone was the biggest turning point for TriOn & Co?
It’s just the beginning for us, so our “biggest” turning point is yet to come. However, one memorable milestone in our journey so far was when we were able to pay ourselves as founders. We’re bootstrapped and made the intentional decision to not pay ourselves any salary until we had reached our first financial target. From the very beginning we were clear about prioritising investment in people and building the foundational processes and services to set a strong base for future growth. We actually hit this milestone in just six months, which is something we’re immensely proud of.
What’s one valuable lesson you learned that you’d pass on to other startups?
Don’t let the upfront costs of investment in proper processes and policies deter you. For us to grow effectively as a company that prioritises its people, we need to ensure our people processes and policies are well-established before we expand. We also invested in engaging a lawyer to ensure the proper legal set-up of the company before we even launched. The people and the culture you foster will make or break the company. My advice to other startups: don’t wait till you’re bigger to invest in these processes – build them while you’re still agile enough to get them right.
How do you envision your industry evolving in the coming years, and how will your startup stay ahead?
AI will continue to be a disrupting force but we see AI as an enabler that makes us more productive rather than a threat to what we do. Communications is more important today than ever before as businesses realise the value of communications to connect with audiences in today’s digital age. Engaging with audiences beyond digital communications channels requires critical thinking, emotional intelligence like empathy and authenticity that are the basis of mutual understanding, building connections and forming relationships AI can try to mimic this but it does not have the ability to manage or understand emotions, a critical aspect of communications, which can come only from our human intelligence, that is a blend of thinking and emotional intelligence
How does TriOn & Co intend to embrace the responsibility of this title in 2025?
We want to highlight the value of communications in today’s highly polarised world. Our focus is on leveraging the power of communications that can shape perceptions, bring to light challenges, showcase positive impact and raise awareness on issues of matter. At the same time, there is a huge responsibility to do this authentically, as audiences increasingly feel misled or ‘scammed’ in a world shaped by AI. That’s why we’re here to champion human-centered communication that is credible and trustworthy.
What goals are you looking forward to accomplishing in 2025?
We have achieved so much in our first two years and won multiple awards that validates our efforts, including the recognition from Hackernoon. However, this is just the beginning for TriOn and we are looking for a long journey of sustainable growth. We want to build on this momentum and grow as a company, business and team. The ultimate goal is to create outstanding value for our clients, produce great quality work and people.
2024 has been crazy, with all the new techs, and all the geopolitics fluctuations. What are the impacts of these to your startup, and to your industry as a whole? Be as brief or as detailed as you like.
2024 and 2025 to-date have further emphasised the role of communications, and the importance of our industry in shaping perceptions and building trust in people and brands. This has become even more crucial because we’re living in a world of increased fake news, misinformation and.
We would love your feedback on HackerNoon as a tech publication! How has your experience been with us?
It’s been a great experience and we’re happy to have been inducted into Hacknoon’s Startups of the Year hall of fame! Your platform has provided increased visibility for us and helped us connect with a highly engaged tech community.
Any words of wisdom you’d like to share with us?
The startup journey isn’t for everyone, but it is an incredible experience when you’re pursuing it for the right reasons. Having strong morals and values is essential, and there is no substitute for clear communication and hard work. Invest in a strong foundation, including proper legal structures and internal policies from the start.
