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Living in Singapore, I keep seeing the same pattern. Friends of mine, people who speak English every day, were struggling with IELTS writing. They were intelligent, thoughtful, worked hard and were full of ideas, but their scores didn’t show that in Writing. It wasn’t that they didn’t try. It was that no one had really shown them how to structure and express their ideas in the way examiners actually reward.

That problem stayed with me. I kept seeing my friends ‘fail’ even though they were spending lots of money on courses and private classes. I’ve spent years working across corporate HR, business development, and entrepreneurship, and alongside that, I’ve built my life around life wellness. I believe whether it’s fitness, mindset, or writing, progress comes from having the right method, not just working harder.

So I decided to build something that would genuinely help. I brought together a team of IELTS experts and spent months developing our own in-house Shubi AI, designed only for IELTS writing. The goal was simple. Give people clear, accurate, examiner-level feedback that they can actually use, without the high cost or confusion.