SOFIA was created with a Mission
“A Game Changer to empower HR teams and business owners. More than a bot, it’s a full-fledged HR Transformation ecosystem.”
A Vision Rooted in Empowerment
“SOFIA isn’t just keeping up with the future of HR—it’s shaping it. Built on real expertise. Powered by AI. Designed for impact.”
A Brand Built on Expertise, Innovation & Purpose
SOFIA is more than just another HR chatbot — it's an intelligent, AI-powered HR solution purpose-built to revolutionize how businesses manage human resources in Malaysia and beyond. Founded by two visionary Malaysian women entrepreneurs, SOFIA combines cutting-edge AI technology with over a decade of real-world HR and employment law expertise. As a women-led tech company, SOFIA is setting a new benchmark for HR automation, delivering smarter, faster, and legally sound support for everything from employee issues to policy compliance.
Meet the Visionary Behind SOFIA
Fion Lee is a woman tech entrepreneur with over 24 years of experience in digital transformation, AI strategy, system design, and enterprise implementation. Formerly with Alibaba Cloud, Microsoft, and Dell, she has a proven track record of aligning technology with business strategy.
Through her company, Digifiv, Fion leads the development of the AI engine behind SOFIA, ensuring the solution is not only intelligent but also scalable, secure, and enterprise-ready. Her vision bridges advanced technology and real-world business needs - empowering organizations to modernize HR operations with agile, future-proof solutions.
Meet the Mind Behind SOFIA
Jeslyn Thoe is a respected HR and employment law expert with over 10 years of experience. Holding dual law degrees, including a First-Class Honours in Commercial Law and a Certificate in Legal Practice (CLP). Widely recognized as a thought leader in Malaysia’s HR and labor law space, Jeslyn has been featured across major media platforms – including newspapers, radio, and television – for her insights on employment law. Jeslyn has trained thousands of HR professionals, authored the bestselling HR Master Handbook, and created practical tools like the HR Master Game to simplify legal compliance for businesses.
Together, Fion and Jeslyn created SOFIA - Malaysia’s first AI-powered HR legal assistant. Whether you’re dealing with complex HR cases or need quick, reliable answers on policy matters, SOFIA is here to support you - anytime, anywhere.