Ungku Norliza is the CEO of Boost Life, leading the eWallet business and embedded banking at Boost, a regional fintech company driving financial inclusion through innovative digital solutions.

With expertise across Finance, Marketing, Product, and Operations, she has scaled Boost to serve over 12 million customers and 650,000 merchant touchpoints. She led Boost’s transformation from a digital payments platform in 2017 into a full-suite financial services provider, introducing micro-financing and embedded financing within the Boost App.

Previously, she co-founded Axiata Digital Services, developing over 30 digital portfolios. She also held regional finance roles at IBM and Axiata Group, specializing in financial strategy across multiple markets. Currently, she serves as Deputy President of the Association of Electronic Money Institutions of Malaysia (AEMI) and was recognized as Female Leader of the Year at the 2023 Fintech Frontier Awards for her contributions to Malaysia’s fintech landscape.