Endurance Through Innovation
We make advanced robotics globally accessible and real-world ready, helping businesses build lasting capabilities
What We Do
We are a technology company specialising in the distribution and deployment of advanced robotic systems from leading Chinese manufacturers.
We take a pragmatic, hands-on approach. Our work spans robotics distribution, technical advisory, proof-of-concept development, system integration, and AI-powered solutions. We help organisations move from early hardware exploration to real-world deployment.
Our mission is to make technology innovation more globally accessible for the benefit of all. Robotics, particularly the humanoid platforms we specialise in, are increasingly seen as a way to protect human lives and prevent injuries in hazardous work environments, tackle structural labour shortages, and boost productivity and quality in industries requiring continuous and repetitive operations.
Recent advances in hardware and AI are expanding the range of possible industry applications. If integrated thoughtfully, the new generation of robots have the potential to transform how businesses address some of today’s most pressing challenges.
We recognise that adopting emerging robotics technologies in the real world can be complex and time-consuming without a guarantee of success. However, we believe in a future where human–machine collaboration will greatly enhance, not replace, human capability. Therefore, we strive to remove barriers to technology access, bridge gaps in knowledge and expertise, and support clients in turning innovation into impactful practical solutions.
Brand Story
“Endu” stands for endurance. “X” represents everything possible.
Our name is inspired by Sir Shackleton’s 1914-1917 Endurance expedition—a defining story of resilience, leadership and courage in the face of uncertainty and impossible odds. Conditions shifted. Plans changed. Stakes were high. What mattered was the ability to remain optimistic, persevere, adapt and keep moving forward - just like in business.
Because building a business that endures is rarely straightforward. It requires constant adaptation—navigating change, evolving needs, and the gap between what works in theory and what works in practice.
EnduX exists to make that journey possible for our clients—expanding access to advanced robotics and turning potential into practical, working reality—driven by a belief in a future where robotics and innovation deliver outcomes that endure and uplift the human experience.
Our Founder
Aska Liu, Founder and CEO
Aska Liu, Founder and CEO of EnduX, is a robotics entrepreneur who works at the intersection of China’s fast-moving robotics ecosystem and global industry. Her career has consistently stayed at the forefront of technological change—from digital transformation through AI to physical AI. She founded EnduX to help organisations identify high-impact use cases for robotics application, acquire suitable hardware, run pilot programmes and deploy robotic systems at scale.
By combining deep knowledge of leading Chinese manufacturers with a strong understanding of commercial realities of end users, Aska enables enterprises and researchers to move from experimentation to practical application and turn innovation into measurable business outcomes.
Prior to founding EnduX, Aska led the Insurtech and AI platform and voice bot businesses at OneConnect Financial Technology, part of Ping An Group. She also advised clients on technology-driven transformation at Salesforce and McKinsey across Europe and China.
Aska holds an MBA with Distinction from London Business School and an MPhil in Applied Mathematics from the University of Cambridge.
Careers
Inspired by our mission? Drop us a note at career@endux.co.uk