TaniHub, Crowde, and eFishery may grab the headlines, but they’re far from the only forces shaping Indonesia’s agritech scene. A wave of reliable, growth-focused startups is quietly scaling their operations and preferring to let strong execution speak louder than press coverage.

The sector itself is diverse, spanning e-commerce marketplaces, distribution and supply chain enablers, farmer-centric platforms, agricultural financing solutions, IoT and smart farming innovators, and all-in-one providers blending multiple services to tackle the country’s agricultural challenges.

To clarify why aquaculture and poultry are part of the agritech conversation, it’s simple: both fall under the broader agriculture sector. That’s why several aquaculture and poultry startups are featured in the landscape.

With the growing number of agritech players, one question naturally arises “is the competition heating up?” To understand how agritech is reshaping Indonesia’s agriculture sector, we can look at a few telling indicators such as investment inflows, GDP contribution, market penetration and productivity gains. These indicators not only show whether competition is intensifying, but also whether the entire ecosystem is moving toward greater efficiency, resilience, and scalability.

Also Read: How Southeast Asia’s agritech startups are turning smallholder farms into high-tech powerhouses

Investment inflows

The bar chart above illustrates Foreign Direct Investment (FDI) in Indonesia’s agriculture, hunting, forestry, and fishery sectors from 2015 to 2024, measured in million US dollars.

Despite some dips in 2019 and 2021, FDI has shown an upward trend since 2021, indicating renewed investor interest post-COVID-19. This signals that Indonesia’s agriculture sector remains attractive and full of opportunity.

However, data from the Center for Indonesian Policy Studies (CIPS) and Australia Global Alumni reveals that FDI has been heavily concentrated in the palm oil industry. Between 2003 and 2018, palm oil attracted US$13.9 billion in FDI, whereas other food crops, horticulture, plantations, and poultry sectors received only US$441 million combined. This imbalance highlights the need for stakeholders to boost investment across diverse agricultural sub-sectors to support local markets and strengthen Indonesia’s food security.

GDP value

Agriculture ranks third among Indonesia’s top five GDP contributors, accounting for approximately 12.61 per cent of the economy (Kontan, 5 February 2025). However, its growth rate at just 0.67 per cent is the slowest among these leading industries.

On the other sides, natural challenges like El Niño and climate fluctuations pose threats such as droughts and irregular rainfall patterns that can damage crops and reduce harvests, but growth on GDP requires focused and proactive strategies to overcome these risks. The integration of agritech startups offering IoT solutions, smart farming technologies, supply chain improvements, and advanced fertilisers and seeds holds promise to drive more substantial growth over the next 3 to 5 years.

The importance of agriculture startups in strengthening Indonesia’s economy

Mismanagement in agritech startups, including issues like unethical practices and inaccurate reporting, occurs not only in Indonesia but also across Southeast Asia, Europe, and the US, impacting investor trust. Despite these challenges, they shouldn’t deter investment in Indonesia’s agritech sector. The government’s active role as regulator and mediator is essential to ensure transparency, accountability, and business stability moving forward.

The urgency of developing agriculture startups in Indonesia cannot be overstated. With approximately 40.75 million people working in agriculture, accounting for 27.8 per cent of Indonesia’s 149.38 million active workforce, this sector is vital to the nation’s economic wellbeing. Ensuring fair income and sustainable livelihoods for these millions requires nurturing and modernising the agricultural sector.

Moreover, as of February 2025, around 7.2 million Indonesians remain unemployed, a sobering figure that a thriving agritech industry could help reduce by creating new job opportunities. Food security, a key target of the Sustainable Development Goals (SDGs), further underscores the need to accelerate agritech growth. Despite Indonesia’s urbanisation, many regions, including major cities still face challenges in food distribution, leading to alarming levels of food insecurity.

Also Read: Need of the hour: How agritech platforms can protect farmers from climate change

Addressing these issues through robust support and innovation in agritech is not only a business opportunity but a national imperative. 

Variables that make it challenging for agriculture startup

Other industries like fintech, edutech, manufacturing, and real estate often attract more investment, as investors see them as larger, more established markets.

According to the chart above, agriculture, forestry, and fisheries receive the least investment across Southeast Asia compared to other sectors. Manufacturing and fintech are currently the biggest investment recipients. However, this trend doesn’t have to continue indefinitely. Agriculture plays a vital role for Southeast Asia and the world. Even, several SEA countries are key exporters supporting markets in Europe and the US. This underscores the importance of investing in agriculture to ensure long-term food security.

On the other hand, climate remains a significant natural barrier across SEA nations, driving the need for innovations like indoor farming and other resilient agricultural systems. Workforce quality is another concern, as many countries face a decline in young farmers because youths increasingly prefer careers in banking, healthcare, entertainment, marketing, and mining. Promoting agritech to the younger generation is essential to attract fresh talent and secure the sector’s future.

Moreover, localised technologies that boost productivity, efficient supply chain systems, and improved post-harvest management remain top priorities for agriculture throughout Southeast Asia.

Addressing these challenges is not just necessary for sustainable growth—it’s key to securing food availability and economic resilience in Southeast Asia’s future.

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While the world obsesses over the latest AI breakthrough from Silicon Valley or the newest unicorn from China, something far more profound is happening in the rice paddies of Vietnam, the clinics of Indonesia, and the classrooms of the Philippines. Southeast Asia isn’t just adopting technology—it’s fundamentally reimagining what technology should do, who it should serve, and how it should create value.

The narrative we’ve been told about technology innovation is fundamentally flawed. We’ve been conditioned to believe that the most important innovations happen in gleaming corporate campuses, funded by venture capitalists seeking 10x returns, and designed for affluent urban consumers. But what if the most transformative technology innovations are actually happening where smartphones cost a month’s wages and the primary concern isn’t optimising convenience but solving survival?

Southeast Asia’s approach represents a paradigm shift that challenges every assumption about how innovation works. Here, technology isn’t a luxury—it’s a necessity. This is how a region once considered a technology follower is becoming the world’s laboratory for technology that actually matters.

The agriculture revolution: 71 million farms, one digital transformation

Consider the reality facing Southeast Asia’s 71 million farms. These aren’t the massive, mechanised operations of the American Midwest. The average farm size is less than two hectares, operated by families who often lack formal education, reliable internet access, or significant capital. Traditional agricultural extension services reach perhaps 10 per cent of farmers, leaving the majority to rely on inherited knowledge that may not reflect current best practices or changing climate conditions.

Into this context comes agricultural technology that prioritises accessibility over sophistication. Farmonaut’s satellite-based crop monitoring system doesn’t require farmers to understand remote sensing—it delivers actionable insights through simple mobile interfaces that work on basic smartphones. The Grow Asia Innovation Challenge isn’t funding autonomous farming robots; it’s supporting climate-smart technologies that smallholder farmers can actually adopt.

This represents a fundamental reimagining of what agricultural technology should accomplish. A farmer in rural Thailand doesn’t need an AI system that can identify 500 different plant diseases; they need a system that helps them recognise the three diseases most likely to affect their specific crops in their specific region. They don’t need real-time soil sensors that cost more than their annual income; they need weather forecasts and planting recommendations delivered via SMS.

Also Read: Need of the hour: How agritech platforms can protect farmers from climate change

The impact is already visible. In Cambodia, digital extension services reach farmers who have never had access to agricultural advice beyond their neighbours. In the Philippines, supply chain platforms connect smallholder farmers directly with urban markets, eliminating intermediaries who traditionally captured most of the value. In Indonesia, climate-smart farming techniques disseminated through mobile platforms help farmers adapt to increasingly unpredictable weather patterns.

But perhaps most significantly, Southeast Asia’s agricultural technology revolution recognises that farming isn’t just an economic activity—it’s a social and cultural practice that shapes entire communities. The most successful technologies strengthen rather than disrupt these social networks, creating platforms for farmers to share knowledge collectively and build resilience as communities.

Healthcare democratisation: US$2 billion in digital health, infinite possibilities

The healthcare transformation across Southeast Asia represents perhaps the most dramatic example of how technology can fundamentally alter the relationship between services and the people who need them. With US$2 billion in digital health funding in 2024 and 460 telemedicine companies operating across diverse markets, Southeast Asia is pioneering entirely new models of healthcare delivery that prioritise access over affluence.

The traditional healthcare paradigm—centralised hospitals, specialist-driven care, expensive diagnostic equipment—simply cannot work in a region where the nearest hospital might be a day’s journey away and where a single medical consultation can represent a significant portion of a family’s monthly income.

Doctor Anywhere and Halodoc don’t just offer video consultations—they provide comprehensive healthcare ecosystems that include medication delivery, health monitoring, and integration with local providers. Malaysia’s Qmed Asia pioneers AI-driven healthcare kiosks that bring diagnostic capabilities directly to communities that have never had access to modern medical equipment. These kiosks don’t replace doctors—they extend medical expertise to places where it has never existed before.

This democratisation of healthcare access creates ripple effects beyond individual patient outcomes. When healthcare becomes accessible and affordable, entire communities become healthier and more productive. Children miss fewer school days due to preventable illnesses. Adults can work more consistently without fear that a medical emergency will bankrupt their families.

Healthcare spending in Southeast Asia is projected to reach US$740 billion by 2025, with the Asia-Pacific region accounting for more than 20 per cent of global healthcare spending by 2030. But the real transformation is in quality and accessibility of care, not just quantity of spending.

Education without limits: From US$10.7 billion to US$41.5 billion in a decade

The education technology revolution represents perhaps the most profound challenge to traditional assumptions about how learning happens and who can access quality education. With a market valued at US$10.7 billion in 2024 and projected to reach US$41.5 billion by 2033—a 14.7 per cent compound annual growth rate—the region is fundamentally reimagining what education can be when freed from physical classrooms and standardised curricula.

Also Read: Driving social impact with tech in Southeast Asia: Building for outcomes, not optics

Zenius, one of Indonesia’s leading online learning platforms, creates engaging video content and interactive exercises that make learning more effective than traditional classroom instruction. Thailand’s Taamkru app and Malaysia’s Pandai platform use gamification to transform mathematics and science education from rote memorisation into engaging, interactive experiences that adapt to individual learning styles.

This represents a shift from education as a service delivered by institutions to education as an experience created by learners themselves. A student in rural Philippines can access the same quality mathematics instruction as a student in urban Singapore. A working adult in Vietnam can develop new skills on their own schedule without leaving their job or family responsibilities.

Nearly 3,000 edtech startups are operating across Southeast Asia, addressing everything from K-12 education to professional development. The COVID-19 pandemic accelerated adoption, but growth has continued as communities recognise the advantages of flexible, accessible education options.

The convergence revolution: Where sectors collide and magic happens

The most exciting developments are happening not within individual sectors but at their intersections. Agricultural platforms are integrating with health monitoring systems to track nutritional content of locally produced foods. Medical training platforms use virtual reality to bring advanced medical education to remote areas. Agricultural extension services incorporate health education to help farming communities understand connections between agricultural practices and family wellness.

These convergences create entirely new categories of social impact technology that cannot be easily classified within traditional boundaries. They represent a shift from sector-specific solutions to systems-thinking approaches that recognise the interconnected nature of social challenges.

Global implications: Lessons for a world in crisis

The technology innovations emerging from Southeast Asia carry implications far beyond the region’s borders. The most significant lesson is that constraint-driven innovation often produces more sustainable and scalable solutions than resource-abundant innovation. When innovators must design for low-bandwidth connectivity, basic smartphones, and limited financial resources, they create solutions that are inherently more accessible and inclusive.

Also Read: SECO Startup Fund relaunches with renewed US$6.2M commitment to impact startups in Asia, beyond

Consider how telemedicine platforms developed for rural Southeast Asia are now being adapted for underserved communities in the United States. Agricultural technologies designed for smallholder farmers in the Philippines are being tested in sub-Saharan Africa. Educational platforms created for diverse linguistic communities in Indonesia are being adapted for immigrant populations in Europe.

This reverse innovation challenges traditional assumptions about the direction of technology transfer. The most important innovations for addressing global challenges may come not from the world’s wealthiest regions, but from places where constraints force innovation toward more inclusive and sustainable approaches.

The path forward: Building technology that actually matters

The transformation happening across Southeast Asia represents more than a regional success story—it represents a blueprint for how technology can address the world’s most pressing challenges. But realising this potential requires moving beyond individual success stories to systemic changes in how societies approach innovation, investment, and impact measurement.

The path forward begins with recognising that technology for social impact requires fundamentally different approaches than technology for commercial markets. While commercial technology can succeed by serving affluent early adopters, social impact technology must work for the most constrained communities from the beginning.

The Southeast Asian experience demonstrates that successful social impact technology emerges from deep understanding of local contexts, sustained engagement with communities, and commitment to iterative development. The most successful innovations treat community members as partners rather than customers.

As the world faces climate change, inequality, and health crises, the need for technology that addresses these challenges rather than simply generating profit becomes increasingly urgent. The Southeast Asian experience offers hope that such technology is possible, but realising its potential requires putting community needs at the center of innovation processes and measuring success in terms of real improvements in people’s lives.

The question isn’t whether these approaches will work—they already are. The question is whether the rest of the world is ready to learn from them.

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Across Asia and its neighbours, impact-first startups are tackling some of the region’s most pressing challenges, like helping farmers increase their income, bringing healthcare to remote areas, and making education more equitable.

But in markets where trust in new technology can be low, digital literacy uneven, and access to infrastructure inconsistent, having a brilliant product is not enough. Without marketing that connects with people’s real needs, habits, and contexts, adoption stalls.

These three startups show why impact-savvy marketing isn’t about flashy ads or clever slogans, but about empathy, trust-building, and translating value in ways that resonate with the communities you’re trying to serve.

iFarmer: Building trust through local partnerships

When iFarmer set out to connect smallholder farmers in Bangladesh with finance, buyers, and agronomy advice, it faced a barrier bigger than technology: trust. Many farmers had been burned before by outsiders promising quick profits or easy loans. Years of scams and failed projects left them wary of anything new, no matter how well-intentioned.

Rather than pushing its app through mass advertising, iFarmer went local, partnering with microfinance institutions, agricultural cooperatives, and NGOs that already had strong community relationships. These organisations became iFarmer’s bridge to credibility, introducing the platform in settings where farmers felt safe and respected. Village meetings and in-person onboarding sessions gave people the chance to ask questions face-to-face, see demonstrations, and hear from early adopters.

Also Read: Need of the hour: How agritech platforms can protect farmers from climate change

This approach worked because it placed human trust ahead of digital adoption. Once farmers felt confident that iFarmer was an ally rather than a risk, word-of-mouth referrals took over. Today, the platform supports over 100,000 farmers.

Halodoc: making the unfamiliar feel safe

Telemedicine offers enormous potential in Indonesia, where reaching a doctor in person can require hours of travel and high costs. Yet when Halodoc launched, many people were sceptical. Could a doctor on a screen really replace one in person? Concerns about misdiagnosis, data privacy, and affordability slowed adoption, particularly outside major cities.

Halodoc tackled this hesitancy by grounding its marketing in real human stories. Campaigns showed relatable situations like parents getting timely care for a feverish child and elderly patients avoiding long and exhausting trips, always with the reassurance of qualified doctors on the other side of the screen.

To reach rural communities, Halodoc partnered with local health workers who could explain the service in person, often in local dialects. Offline events gave people a chance to try the app on the spot, removing the mystery from the experience.

By combining high-tech healthcare with high-touch outreach, Halodoc transformed telemedicine from an abstract concept into a trusted household service.

Edmicro: making schools their strongest advocates

Vietnam’s education market is crowded with free online content and a deeply rooted tutoring culture. For Edmicro, which offers an adaptive learning platform aligned to the Vietnamese curriculum, the challenge wasn’t just proving that it worked—it was convincing teachers and parents that it was worth integrating into daily learning.

Rather than trying to sell directly to parents through ads, Edmicro embedded itself in schools. It ran free pilot programmes in low-income districts, allowing students and teachers to experience the platform without financial risk. Crucially, the company worked closely with educators to adapt the platform to their needs, providing training and support so it became a tool they enjoyed using rather than a burden. Teachers who saw results began sharing their experiences online, often through personal Facebook posts that reached far into their networks.

Also Read: Redefining marketing in 2025: How AI will drive deeper connection and purpose

These endorsements carried far more weight than any marketing campaign could have achieved. By making teachers advocates rather than just users, Edmicro built a growth engine powered by trust and community credibility.

Marketing, the bridge between tech and trust?

If there’s anything that these companies prove, it’s that that startups often don’t scale on good intentions alone. In Southeast Asia and surrounding markets, the leap from “great idea” to “widely adopted solution” is built on trust, and trust is built through marketing that’s grounded in local reality.

For founders, this means marketing can’t be an afterthought or a final step before launch. For investors, it’s a reminder that funding the tech is only half the battle.

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By 2030, Southeast Asia’s population will grow by more than 80 million, demanding more food than ever while farmland and water resources are under strain. The region’s agricultural sector, long rooted in traditional methods, is at a turning point.

Agritech—tools like IoT sensors, AI-powered crop monitoring, and blockchain-based supply chains—is no longer a “nice to have.” It is the decisive lever for productivity, resilience, and sustainability.

For investors, this is a rare alignment of urgent demand, supportive policy, and scalable innovation. The question is not whether agritech will reshape Southeast Asia’s agriculture, but who will lead—and profit—from the transformation..

Understanding agritech in SEA: Trends and innovations

Agriculture remains a cornerstone of Southeast Asia’s economy and livelihoods. Approximately 120 million people across SEA are engaged in agriculture. In countries like Indonesia, Vietnam, and the Philippines, this makes up 60–65 per cent of the rural workforce.

Agriculture accounts for about 10-15 per cent of GDP on average in the region, reaching as high as 23 per cent in countries like Cambodia. Despite this economic significance, productivity growth has stagnated in many subsectors due to fragmented farming practices, limited access to quality inputs, and climate-related risks.

Against this backdrop, agritech is transforming the landscape by integrating emerging technologies such as IoT, AI, blockchain, and mobile fintech. These innovations address inefficiencies in input management, pest detection, supply chain transparency, and farmer financing. They create an ecosystem that boosts yields and reduces risks.

From fish feed to blockchain: Who’s driving SEA agritech?

The agritech landscape in SEA is shaped by a dynamic interplay of startups, corporate players, governments, and development agencies.

Startups like eFishery in Indonesia use IoT-enabled fish feeders and real-time data analytics. This has improved feed efficiency by up to 30 per cent, boosting farmers’ profits. They raised US$200 million in a Series D round in 2023, reaching unicorn status. This highlights the US$11.1 billion SEA aquaculture tech sector, projected to grow 4.8 per cent annually to 2033.

Logistics and supply chain startups such as Ninja Van facilitate efficient produce delivery, reducing spoilage and increasing margins. Others, like Susu Tani in Vietnam, focus on digitally monitoring livestock health. PlantSnap in Singapore uses AI to identify crop diseases.

Also Read: Need of the hour: How agritech platforms can protect farmers from climate change

Multinational agribusinesses, including Olam International and Wilmar, are increasingly investing in digital agriculture to secure supply chains and meet stringent sustainability criteria. Governments in the region are developing digital agriculture policies and funding programs. Examples include Singapore’s Smart Agriculture and Malaysia’s National Agro-Food Policy.

Development finance institutions and aid agencies provide catalytic capital and technical assistance. They help build innovation ecosystems, bridge technology gaps, and support farmer adoption.

Investment opportunities: Why now is the time to invest in agritech

Now more than ever, agritech in Southeast Asia offers compelling investment opportunities. Here’s why:

• Untapped market potential: While SEA’s agricultural sector is among the largest globally, it remains relatively underdeveloped compared to other regions. The growing middle class and urbanisation are driving a shift towards modern, technology-driven farming solutions.
• Government support: Many SEA governments promote agritech with subsidies, grants, and favorable policies to attract investment. For example, the Philippine government’s “Agri-tech and Financial Literacy” initiative aims to digitise smallholder farming.
• Sustainability as a growth lever: Global focus on sustainability is driving agritech investment. Key areas include precision farming, sustainable crop protection, and food waste reduction.
• Increased consumer demand for transparency: Consumers are increasingly demanding more sustainable and traceable food sources. As a result, companies that can offer transparency and ensure the sustainability of their agricultural processes are becoming increasingly attractive investments.
• Technology advancements: The continued development of Internet of Things (IoT) devices, drones, AI, and machine learning technologies makes investing in agritech more promising than ever. These technologies enable real-time data collection, improving decision-making, productivity, and supply chain management.

Challenges facing agritech startups in SEA and how to overcome them

While the potential is immense, agritech startups in Southeast Asia face significant challenges:

• Fragmented market: SEA’s agricultural market is highly fragmented, with millions of smallholders, often lacking access to the resources needed to scale. Startups can overcome this by adopting scalable digital platforms and targeting multiple smallholder farmers through cooperative models or B2B2C models.
• Regulatory hurdles: Agricultural technology is subject to varying regulations across SEA countries, creating complexity for startups looking to expand regionally. However, startups can mitigate this challenge by working closely with governments to navigate these regulations and ensure compliance.
• Limited access to capital: Despite growing interest in agritech, securing capital can be a challenge for early-stage startups. By partnering with investors, accelerators, and agritech-focused funds, these companies can gain access to the capital needed to scale.
• Technological adoption barriers: Farmers in SEA may be reluctant to adopt new technologies due to cost concerns, lack of training, or cultural resistance. Agritech companies should deliver low-cost, high-impact solutions with clear value and provide education to build trust.

Also Read: Why agritech startups will call for the next e-commerce revolution

Overcoming these hurdles often requires a mix of technology and strong local networks. Partnerships and iterative product development tailored to farmers are essential.

Success stories: Remarkable agritech ventures transforming agriculture

Several agritech startups have already shown how the sector can drive meaningful transformation in Southeast Asia:

• RiceHub (Vietnam): This platform connects rice farmers with buyers, providing them with fair market prices and facilitating direct transactions. By leveraging technology, RiceHub has been able to streamline the rice supply chain and increase incomes for smallholder farmers.
• aTfarm (Thailand): A leading player in Thai agritech, aTfarm connects farmers with a comprehensive platform that offers smart farm management tools, weather forecasting, and access to financing options. Their work has significantly boosted farm productivity and profitability.
• Nurture.farm (India/SEA Expansion): Nurture.farm uses AI to provide precision agriculture tools to farmers, improving yields and reducing input costs. The company has successfully scaled across India and is expanding into Southeast Asia with promising results.
• IndoAgri (Indonesia): IndoAgri’s focus on aquaculture technology is improving the efficiency of fish farming by optimizing feed and disease management. Their data-driven approach has resulted in healthier fish stocks and higher profitability for farmers.

These ventures demonstrate that a clear value proposition, coupled with a deep understanding of local farming ecosystems, can deliver scalable impact and attract growth capital.

Future outlook: The potential of sustainable farming technologies in SEA

Looking forward, the potential of sustainable farming technologies in Southeast Asia is immense. The region aims to boost food production for its growing population. These technologies support long-term food security while reducing environmental impact.

Investment in precision agriculture, sustainable water management, alternative proteins, and circular economy practices will boost productivity. These efforts will also build a more resilient agricultural sector.

In addition, technologies focused on farm-to-table traceability will become increasingly important as consumers demand more transparency about the origins of their food. Startups and investors who are at the forefront of these innovations will likely shape the future of Southeast Asia’s agricultural economy.

Agritech is evolving rapidly with strong government support and rising demand for sustainable solutions. Combined with advanced technologies, it offers a promising investment frontier. SEA agritech is not just an emerging sector—it’s a dynamic force that is set to reshape the future of agriculture in one of the world’s most crucial regions. For investors looking to make an impact, the time to enter is now!

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In November 2024, I attended a retreat with Ken Honda, together with Chloe Lin, Kelly Kam, and Ken Ku. I went in thinking it would be another session on money mindset — useful, reflective, but familiar.

What I didn’t expect was to walk away with a realisation that had very little to do with numbers, and everything to do with who I had become.

At that point in my life, my relationship with money was good, but not great. On paper, things were working. Businesses were running. Cash flow existed. Opportunities were there. But emotionally, there was always a quiet tension running underneath it all.

There was pressure to perform. Pressure to keep proving. Pressure to constantly think, “What’s next?” — even when things were already fine. I struggled to truly rest. I struggled to enjoy money once it was earned. It wasn’t fear exactly — it was responsibility, obligation, and an invisible weight that never fully left my shoulders.

If I had to describe my relationship with money back then, it was productive… but transactional.

When success stops feeling like you

The biggest insight during the retreat wasn’t about money at all. It was about identity. I realised, quite suddenly, that I wasn’t the person I wanted to be.

Growing up, I always wanted to stand out. I wanted to be seen, to make an impact, to do something meaningful. As I got older, especially after years of building businesses, I learned to step back. To be careful. To not impose. To let the work speak for itself.

Somewhere along the way, I became quieter. Not because I had nothing to offer, but because I didn’t want to overwhelm, overstep, or overexpose.

During the retreat, it clicked.

I do have a skill set that can help people. And the only way to help… is to show up.

If I don’t show up, no one knows I can help them.

That realisation wasn’t loud or dramatic. It was calm, grounding, and deeply uncomfortable in the best way. And it reshaped how I saw not just my work, but also my relationship with money.

Also Read: Quantum’s inflection point: Why the smart money is watching now

Money is not something you dominate

For most founders, money becomes something to control. We track it. We forecast it. We optimise it. We worry about losing it. And without realising it, we treat money the way we’d treat a system under stress — not a relationship.

But here’s the thing. You don’t control your friends. You don’t micromanage people you love. You stay with them. You listen. You spend time. You let them go, trusting they’ll still be there.

There are boundaries, yes. But there’s also trust. There’s faith, not pressure. Enjoyment, not anxiety.

I’ve always been a control freak. That part of me built companies, systems, and results – but it also created unnecessary tension.

So I made a conscious decision to stop controlling what didn’t need to be controlled.

• Today, I only control my actions — never others.
• I share when asked, never enforce what I share.
• And I show up consistently, without attachment to outcomes.

That shift softened everything — including my relationship with money.

Stress repels more than it attracts

In 2025, things started moving faster again. But this time, it felt different. It wasn’t rushed. It wasn’t reactive. It wasn’t driven by fear or urgency.

I started working on projects that genuinely excited me — not ones that drained me simply because they were “logical” or “expected”. To date, I manage close to 40 portfolios. And instead of feeling stretched thin, I feel aligned.

Money started flowing more easily — not because I pushed harder, but because I stopped stressing it out.

This may sound obvious, but it’s something most of us overlook:

When you feel stressed about money, money feels stressed coming to you.

Think about it. Would you want to spend time with someone who’s constantly anxious, tense, and demanding?

Most people wouldn’t. Money works the same way.

From “I need” to “I want”

Previously, my internal dialogue sounded like this: “I don’t have enough.” “I need to make more.” “I should be doing better.” Money felt like an obligation.

But relationships aren’t obligations. They’re a want. And when something shifts from obligation to desire, the entire dynamic changes.

Today, my relationship with money feels healthy and secure. There’s cash flow. There are investments. There’s movement — without panic.

It’s not very different from my relationship with my partner now. I don’t add pressure. I don’t force timelines. We trust one another.

Because real relationships aren’t extremes. They’re balances. And maybe that’s why we call it a balance sheet, because nothing works unless it balances.

Also Read: I built multiple MVPs in a month: Here’s what vibe coding really changed

A reflection for founders

As founders, we’re good at building systems. We build systems so we don’t overstretch ourselves. We build systems so we can scale. We build systems so life doesn’t collapse when we step away.

But we forget that systems only work when the environment is healthy. We build environments where our teams can thrive. We build environments where ideas can grow.

Yet many of us never stop to ask: What kind of environment am I creating for money?

When you get these fundamentals right — not just in business, but in how you relate to money — flow stops being something you chase. It becomes something that stays.

Look at money as your friend. Create an environment where it feels safe being with you.

Because in the end, whether it’s people or money, the principle is the same: Be the person you would want to be with. And the right things — and people — tend to follow.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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