Prism+ names new CEO, founder steps up as executive chair

As CEO of Prism+, Jonathan Wong (left) will support day-to-day operations / Photo credit: Yen Meng Jiin, Business Times

Local consumer electronics brand Prism+ has appointed Jonathan Wong as its CEO, taking over the role from founder Jonathan Tan.

Wong was previously the Asia-Pacific CEO of European co-living operator Habyt.

With the transition, Tan will step up as executive chairman and will focus on product strategy and growth, while Wong will step in to support day-to-day operational needs.

“We’ve reached a certain scale, and it makes sense to bring on more professional help to really strengthen structure and execution,” Tan told The Business Times.

Prism+ has grown from selling computer monitors with a direct-to-consumer business model to now also offering products such as fridges and fans. Today, home appliances make up over half of the brand’s revenue from Singapore.

Prism+ has eight retail outlets in Singapore and 10 in Malaysia. It also has a presence in the Philippines and Australia.

The brand plans to lean heavily on the retail component for products such as air conditioners, which require a high-touch customer experience.

Prism+ will keep its product development and customer service in-house, rather than outsourcing these functions as other companies tend to do.

Wong explained that this is to maintain control over the customer experience and extend such control through to the supply chain.

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“This is exactly why Prism+ was founded; having a direct hand and ownership means that we know exactly what customers want, how customers want to buy, how customers want to have things delivered,” he added.

The Competition and Consumer Commission of Singapore (CCCS) in December 2025 took action against Prism+ for website design features that were misleading for consumers.

A fake countdown timer and misleading stock indicators were used to pressure consumers into purchases.

Maintaining the edge