Nur Azura is at the forefront in social innovation, which is designed to help empowering people in improving quality of life, In research, she actively participated in more than 35 project and committed as project leader for more than 15 project worth more than RM 5 million. In knowledge transfer, she has to date secured 16 grants amounting to approximately RM 3.9 million, where she acted as principal investigator in 5 such projects. Her current and past research project are mainly in financial economics and she is currently focusing more into the community sustainability. Nationally, she serves as a resource person to the East Coast Economic Region Development Council on community sustainability. She is also a state task force member on the green financing research. She brings over 17 years of experience from research, teaching, education management, community product development, project management, consultancy and community engagement that focus on social innovation.