ABOUT US
About
Pronoia Advisors
Pronoia takes its name from the Greek word πρόνοια — the provision of care and forethought. It is the principle at the heart of how we work for you. Whether you are an institutional investor or a family office exploring investment strategies in the Asia-Pacific region, Pronoia combines deep expertise across geographies, asset classes, and investment structures to design solutions that preserve and grow capital.
We bring the discipline, rigor, and market access of a major institution to clients who want that capability without building it in-house. Built on trust, discretion, and a lean model, we deliver flexible, cost-effective execution without compromising on insight — approaching every mandate as stewards of our clients’ capital and interests.
Our Approach
Senior expertise, directly applied
Principal-led
You work directly with a principal at every stage — the person underwriting the deal is the person in the room.
Aligned
A lean model with no competing incentives, structured so our interests sit on the same side as yours.
Agile
Free of institutional bureaucracy, we move quickly on opportunities without compromising rigor or discretion.
founder & managing director
Paul Yi
Paul is the founder and Managing Director of Pronoia Advisors. Before establishing the firm, he was Chief Investment Officer of Straits Real Estate, where he led investment activities across multiple sectors and risk profiles in Asia-Pacific, Oceania, and the United Kingdom.
He previously held senior roles at ARA Asset Management in Singapore, Capmark in Japan, and Merrill Lynch in Seoul and Hong Kong, investing across asset classes and markets throughout the region. He began his career in the United States with PNC Bank and BlackRock.
It is this institutional grounding, built over 25+ years of investing across geographies, capital structures, and market cycles, that Paul brings to every Pronoia mandate.
Away from work, Paul is a keen — if perpetually optimistic — golfer.
Capabilities
Broad expertise and experience across the region
Markets
- Australia
- China
- Japan
- Korea
- Taiwan
- Malaysia
- Philippines
- selective: UK, US
Asset Classes
- Office
- Industrial/Logistics
- Retail
- Residential
- Land
Risk Spectrum
- Senior Credit
- Mezzanine Credit
- Core
- Core-plus
- Value-add
- Opportunistic
- Development
Products
- Direct equity
- Debt
- JVs
- Sale & leaseback
- LP investments
- Preferred equity
- NPLs
Track record
Recent and current advisory engagements by the firm
Financial Modeling
Advised Singapore SGX-listed company on feasibility analysis. Defined roles included financial modelling of development deals and asset management models.
Platform Establishment
Advising a global investment manager in establishing a real estate investment strategy in Korea. Defined roles include structuring, deal sourcing, underwriting & deal execution.
Investment Advisory
Senior investment advisor to a Singapore-based investment platform with a global footprint. Defined roles include deal evaluation & risk assessment.
Capital Raise
Successfully advised client on raising project financing for a development project in Korea. Defined roles included identification and introduction of accredited and institutional investors.