Alex Phuong | Founder and CEO | ExtendMax
Alex Phuong believes that compliance is more than a legal requirement – it is the foundation of trust that drives sustainable growth. As the Founder and CEO of ExtendMax, Alex has transformed Vietnam’s compliance landscape by turning what many see as a constraint into a strategic advantage. Under his leadership, ExtendMax has become Vietnam’s top compliance consulting firm and a trusted partner for global technology companies entering the country’s fast-evolving regulatory environment. At EliteX, we are proud to have Alex Phuong as part of the edition: Impactful Compliance Leaders to Watch, 2025.
“I’ve always seen regulation not as a wall, but as a bridge,” Alex says with conviction.
This belief has guided his mission to shape a compliance culture where regulation, innovation, and sustainability work together seamlessly. When Alex began his journey in 2015, Vietnam’s ICT industry was booming, yet many international companies hesitated to enter the market due to complex laws. While others viewed these challenges as roadblocks, Alex saw an opportunity to make compliance a gateway to growth. He founded ExtendMax to help businesses understand, anticipate, and embrace local regulations in ways that build confidence with governments and investors alike. His vision quickly caught on, transforming ExtendMax from a small advisory practice into a pioneer in compliance innovation.
Over the years, Alex’s role has evolved from being a technical interpreter of laws to a strategic thinker shaping how compliance drives long-term business resilience. With rapid advances in artificial intelligence, data protection, and cybersecurity, Alex believes the role of compliance has shifted from “keeping up” to “seeing ahead.” ExtendMax now helps multinational clients predict regulatory changes before they happen, designing systems that make them adaptable in multiple markets.
“Most firms interpret laws. We anticipate them,” Alex explains. This proactive mindset is what sets ExtendMax apart. Unlike traditional consulting firms that stop at advice, ExtendMax executes the entire compliance process – from licensing and certification to logistics and cross-border coordination. By working with R&D teams even before a product exists, Alex ensures that innovation and compliance evolve together.
One of ExtendMax’s proudest achievements was its collaboration with Cisco, one of the world’s top technology companies. When Cisco needed to set up operations in Vietnam, it faced a maze of technical regulations related to civil cryptography and import licensing. Alex’s team stepped in as the Importer of Record, handling every step of the process with precision and speed. Within weeks, ExtendMax secured the necessary certifications and permissions, allowing Cisco to begin operations smoothly. The success of this project set a new benchmark in Vietnam for how global firms could enter complex markets without legal friction.
At the heart of Alex’s leadership are three guiding principles – compliance, customer-centricity, and innovation. These values define every decision made at ExtendMax. He views law as a framework for trust, not a limitation. His team doesn’t just interpret legal text; they turn it into actionable solutions that drive business success. This mindset has helped ExtendMax earn multiple international recognitions, including the prestigious Grand Stevie Award and several Gold Stevie Awards for “Best Entrepreneur of the Year – Legal.”
His belief in reframing compliance as a value-creating function has inspired both his clients and his peers. By promoting compliance as a growth strategy, he has helped companies enter new markets confidently while ensuring ethical and transparent operations.
Technology plays a central role in ExtendMax’s success. The company operates a digital compliance management system that allows teams to manage certification, licensing, and import workflows in real time. Using AI-driven monitoring tools, ExtendMax also predicts legal changes before they are officially announced, giving clients an edge in preparation and decision-making. This forward-looking approach has made ExtendMax a thought leader in compliance innovation across Southeast Asia. Beyond systems and tools, Alex emphasizes people. “Compliance is not a department – it’s a culture,” he says. His team undergoes rigorous training through ExtendMax’s internal legal academies and mentorship programs. Every consultant learns to understand not only the laws but also the intent behind them. This deep understanding allows them to approach compliance with creativity and purpose, not just rule-following.
As a global thought leader, Alex is already preparing for emerging challenges in 2025 and beyond. He points to three major trends shaping the future – AI regulation, ESG integration in trade, and cybersecurity as a legal requirement. He believes compliance will soon move from a narrow legal function to a broader governance discipline that connects business ethics, environmental accountability, and digital responsibility.
Alex also champions collaboration. At ExtendMax, legal experts, IT engineers, and cybersecurity professionals work together as one unit. This interdisciplinary model ensures that every decision made is legally sound, technically secure, and strategically aligned. Such integrated compliance management is now seen as a model for the future, where legal, technical, and ethical considerations coexist.
For Alex, leadership in compliance is not about control – it’s about clarity. He believes that teams perform best when they understand the purpose behind regulations. “People don’t need more orders – they need understanding,” he says. By helping his team grasp the “why,” he empowers them to take ownership of their roles and innovate within a framework of integrity.
To the next generation of compliance professionals, Alex offers simple but powerful advice: see compliance as a force for transformation, not limitation. He urges young leaders to develop systems thinking, courage, and empathy – qualities that help them view regulation through both a strategic and human lens.
Looking ahead, Alex envisions a world where compliance becomes a shared responsibility between governments, businesses, and communities. He believes future leaders will design trust systems that evolve alongside technology and sustainability. His ultimate goal is to position Vietnam as a global model of compliance-driven innovation, where transparency and responsibility form the foundation of growth.
“The future of compliance leadership will not be about policing rules,” Alex concludes. “It will be about designing trust.”
