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The transformation ecology crisis: How AI is exposing the hidden fragility of high-performing teams

I was recently invited to evaluate the performance of a leadership team inside a growing organisation.

The company had already gone through multiple rounds of evaluations before I arrived. Capability gaps had been mapped. Consultants had been brought in. AI adoption initiatives had been launched. Leadership workshops had been conducted. Internal reviews had been repeated.

Yet despite all the activity, nothing seemed to move the needle. The same tensions kept resurfacing.

Meetings became longer but less decisive. Teams aligned quickly but execution quality remained inconsistent. AI usage increased, yet clarity did not. Different departments blamed one another for bottlenecks. Senior leaders questioned whether employees lacked initiative. Employees quietly questioned leadership judgement.

On the surface, it looked like a capability problem. But as I facilitated several rounds of workshops and observed the patterns emerging inside the room, I saw something familiar.

The issue was not primarily incompetence. Nor resistance. Nor even the technology itself.

The organisation had slowly created an environment where certain ways of thinking became psychologically easier than others.

Agreement travelled faster than exploration. Confidence carried more social weight than uncertainty. Speed was rewarded more than reflection. And over time, the team became highly efficient at reinforcing itself.

This is becoming increasingly common inside organisations attempting large-scale transformation. Especially those accelerating AI adoption.

The shift most organisations still do not see

Many leaders assume AI exposes capability gaps. But often, AI exposes environmental weaknesses that were already there. Because before people decide, something has already shaped what they are able to see.

The modern workplace is no longer simply a collection of people making independent judgements. It is a living cognitive environment shaped by incentives, visibility pressures, organisational fear, performance systems, operational velocity, AI interfaces, and social signalling.

Inside these environments, even highly intelligent teams can become fragile. Not because they lack intelligence. But because they become too synchronised. Too internally coherent. Too efficient at confirming themselves.

This is where transformation efforts quietly begin to drift. Not at the level of strategy decks or implementation roadmaps. But at the level of perception itself.

When environments reward agreement over exploration, organisations slowly lose their ability to detect weak signals, challenge assumptions, or see emerging risks clearly. And because modern organisations increasingly mistake speed for intelligence, this drift often remains invisible until performance deterioration becomes undeniable.

Also Read: Four lessons from GITEX Global 2025: What Dubai’s AI playbook means for Southeast Asia

The myth of the high-performance team

Research increasingly supports this tension. A 2024 study published in PLOS Computational Biology found that moderate confirmation bias can improve group learning under certain conditions. But once confirmation bias crosses a critical threshold, especially in smaller groups, performance begins to deteriorate and polarisation emerges. The study found that small groups lacked sufficient buffering against dominant assumptions and became more vulnerable to suboptimal collective outcomes.

This directly challenges one of the most celebrated myths in modern business culture: the mythology of the elite small team.

Lean teams. Tiger teams. Founder-mode teams. AI-native task forces.

The assumption is simple: smaller equals sharper.

But small high-performing teams can also create ideal conditions for hidden distortion: compressed dissent, shared blind spots, social conformity, unquestioned assumptions, and escalating certainty.

The danger is not low intelligence. The danger is interpretive convergence.

Everyone slowly begins seeing through similar lenses while believing they are thinking independently. The organisation becomes operationally faster while perceptually narrower.

AI is accelerating interpretive convergence

AI intensifies this dynamic further. Because AI does not merely accelerate productivity. It accelerates convergence.

When teams increasingly rely on the same models, same summaries, same prompts, and same machine-generated framings, cognitive diversity quietly collapses beneath the appearance of intelligence. People begin inheriting similar interpretations before genuine discussion even starts.

A recent Harvard Business Review experiment demonstrated this clearly. Executives who consulted ChatGPT during forecasting exercises became more optimistic, more confident, and less accurate than groups relying on peer discussion alone. AI-generated confidence altered judgement quality itself. Participants became more certain while becoming less correct.

This is not simply an AI problem. It is an environmental amplification problem. AI magnifies the conditions already embedded inside the system.

If the environment rewards speed over reflection, AI accelerates impulsivity. If the environment suppresses dissent, AI amplifies consensus. If the environment mistakes confidence for clarity, AI industrialises overconfidence.

This is why many organisations now appear more optimised yet less adaptive. More informed yet less perceptive. More connected yet less cognitively resilient.

Also Read: Not every cheque keeps every door open: Why Southeast Asian founders must rethink smart capital

The real competitive advantage is changing

Many organisations still operate using an outdated model of intelligence. They believe better outcomes come primarily from better individuals.

But increasingly, intelligence behaves environmentally. The quality of judgement emerging from a team depends heavily on the conditions surrounding perception itself.

This is why some highly credentialed organisations repeatedly fail under pressure while less celebrated teams adapt remarkably well despite fewer resources.

The difference is often not raw intelligence alone. It is the architecture surrounding judgement.

The organisations that will thrive in the AI era are unlikely to be the ones that simply deploy the most advanced tools. They will be the ones capable of protecting judgement itself.

Organisations capable of designing environments where reality remains visible even under acceleration. Where disagreement remains psychologically survivable. Where dissent is structurally protected rather than socially punished. Where multiple interpretations can coexist long enough for better thinking to emerge. Where AI supports cognition without becoming cognitive authority. And where reflection is not mistaken for inefficiency.

The next phase of organisational design

This requires a fundamentally different approach to transformation. Not just capability building. Not just AI implementation. But deliberate design of the environments shaping judgement itself.

Organisations may soon need to treat cognitive environments the way previous generations treated operational systems: something that must be designed, audited, stress-tested, and continuously recalibrated.

This means creating structures that intentionally slow premature consensus. Designing meetings where dissent is expected rather than awkward. Separating exploration from decision pressure. Ensuring AI outputs are challenged rather than absorbed passively. Rewarding signal detection, not merely execution speed. And teaching leaders to recognise when organisational coherence is slowly becoming distortion.

Because the greatest risk facing organisations today is no longer simply making bad decisions. The greater risk is creating environments where bad decisions increasingly feel unquestionably correct.

And once that happens, organisations do not merely lose accuracy. They lose the ability to see that they are drifting at all.

The organisations that will win next

The future advantage will not belong to organisations that move the fastest. It will belong to organisations that can still think clearly while moving fast.

Organisations capable of preserving judgement under acceleration. Organisations capable of protecting cognitive diversity while scaling AI. Organisations capable of designing environments where reality can still interrupt consensus before consensus becomes collapse. That capability will become increasingly rare.

Because most organisations are still investing heavily in intelligence amplification while neglecting judgement preservation. But in the AI era, amplification without calibration becomes dangerous. And transformation without ecological awareness eventually creates fragility disguised as performance.

The organisations that thrive next will understand something others do not: Before transformation succeeds externally, the environment shaping perception internally must first become visible. Because before decisions fail, environments drift. And the organisations that learn to detect that drift early may become the few still capable of seeing clearly while everyone else mistakes acceleration for intelligence.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. You can also share your perspective by submitting an article, video, podcast, or infographic.

The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of e27.

Join us on WhatsAppInstagramFacebookX, and LinkedIn to stay connected.

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The eSIM awareness gap is the market’s biggest opportunity

Millions of travellers already have phones that can help them stay connected abroad. They book flights with apps, keep boarding passes in digital wallets, use maps to plan, rely on ride-hailing after landing, and message throughout their trips. But many travellers still do not know if their phone supports eSIM.

This is the main contradiction in travel connectivity. The technology is easier to get, the benefits are clear, and travel eSIM use is growing fast. Still, many travellers are not used to eSIM yet.

That is why the next big opportunity in the eSIM market is not just about cheaper data or wider coverage. It is about closing the awareness gap.

A YouGov survey for Proximus Global/BICS found that only 33 per cent of people in the US, UK, and China know what an eSIM is. Another 42 per cent are not sure if their phone has one. Still, 49 per cent said they would consider using an eSIM while travelling if they understood the benefits.

This gap is important. The problem is not a lack of demand for connectivity, but uncertainty. Many travellers are not sure how eSIM works, if it is right for them, or if they can count on it when they need it.

For years, international mobile connectivity focused on cost. Travellers worried about roaming bills, airport SIM counters, and confusing fees. Travel eSIMs offered a simple solution: buy data before the trip, install it digitally, and connect abroad without changing SIM cards.

Also Read: The unsexy side of SEA traveltech: eSIMs, visas and hourly hotels win big

That value still matters, but the market is moving into a new phase.

More importantly, the way eSIM is explained needs to change. Travellers do not want technical details. They want simple answers: what to do before the trip, what to expect when they land, and how to stay connected without problems.

GSMA Intelligence says that about five per cent of smartphones worldwide had eSIM by the end of 2025. This is expected to reach 10 per cent by the end of 2026 and double again in 2027. By 2030, there will likely be more eSIM smartphones than traditional SIM ones.

This shows that eSIM is moving from something only early adopters used to a mainstream standard. More phones will support it, and more travellers will have access without needing new devices. But just because devices are ready does not mean consumers are.

A traveller might have an eSIM-ready phone but still hesitate. They might worry if installing an eSIM will affect their main number, if apps like WhatsApp will work, or when to install it. They could also be concerned about activation failing at the airport or losing access to maps. These are everyday worries, not technical problems.

For most travellers, staying connected is part of the trip. It affects how they get around, communicate, book things, and handle daily needs. If setup is confusing, they will likely stick to what they know, even if it costs more. That is why education is now key to the market opportunity.

The travel eSIM market is set to grow fast. Juniper Research says global travel eSIM users will rise from 40 million in 2024 to over 215 million by 2028. Meanwhile, ACI World expects 10.2 billion travellers in 2026. These trends show a clear path: more travellers, more eSIM-ready devices, and more people open to using them. What is missing is clarity.

Also Read: From arrival anxiety to instant connectivity: How eSIM changes the first hour of travel

For travel eSIM providers, this changes what it takes to compete. It is not enough to just say eSIM is cheaper than roaming. Travellers need to feel confident. They want to know if their phone works with eSIM, how to activate it, what to expect when they arrive, and what help is available if something goes wrong.

The best brands will not just sell data. They will remove doubt.

This is important because eSIM changes how people travel. For years, travellers used physical SIM cards or roaming plans. Downloading a data plan before flying and connecting right away is still new for many. This makes the awareness gap a chance for brands to grow.

Companies that explain eSIM clearly can become trusted guides. They can make compatibility, setup, and everyday use simple, making eSIM a normal part of getting ready for a trip.

This matters even more as the market gets crowded. As more providers join, price and coverage will not set brands apart as much. Many companies will offer similar plans. But not every company will make things easy for travellers.

The next stage of competition will focus on simplicity, transparency, and support. Clear pricing, easy setup, reliable help, and practical advice will matter more than technical features.

This also means looking beyond just the sale. The customer journey starts before the trip, when travellers are planning and deciding what to set up ahead of time. Brands that help travellers at this stage can build trust early.

This could mean explaining when to install an eSIM, how to check if a phone is compatible, how to keep a main number active, or how much data different activities use. These details matter because travel often feels uncertain. People are not only buying data. They are buying peace of mind. That is the real chance behind the eSIM awareness gap.

The market does not need to convince travellers that staying connected is important. They already know that. What matters now is making eSIM feel simple, reliable, and easy to use. The next phase of growth will not come from technology alone. It will come from education, building confidence, and good experiences.

Brands that understand this will have an edge. They will not just sell data plans. They will help travellers feel ready before they leave and connected when they arrive.

In a market where millions already have the right device but still do not know what an eSIM is, this could be the biggest opportunity.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. You can also share your perspective by submitting an article, video, podcast, or infographic.

The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of e27.

Join us on WhatsAppInstagramFacebookX, and LinkedIn to stay connected.

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Ecosystem Roundup: Singapore’s iMessage scam bust exposes a regulatory blind spot

Singapore’s Cyber Command has disrupted more than 30,000 Apple iMessage accounts tied to a fraud campaign that has cost victims roughly SGD2.2 million (US$1.7 million) since June, a figure that jumped nearly US$800,000 in the weeks since police last updated the tally on August 5.

The scam itself was mundane: spoofed messages impersonating Ninja Van, J&T Express and government agencies, directing victims to fake payment pages. What makes it notable is the platform. Unlike SMS, which sits inside Singapore’s telecom-level filters and sender ID registry, iMessage runs entirely on Apple’s own infrastructure, untouched by the safeguards that have already cut scam cases on covered services by 37% between 2024 and 2025.

The timing matters. This bust follows new Codes of Practice under the Online Criminal Harms Act covering seven high-risk messaging and calling services, a parallel Social Media Code targeting scam ads on Facebook, Instagram and TikTok, and tighter e-commerce login rules for Carousell and Facebook Marketplace. Non-compliance penalties could soon rise to SGD10 million per breach.

For founders building anything that touches payments, messaging or marketplaces in Southeast Asia, Singapore’s enforcement posture is the clearest signal yet of where platform liability is heading, and it’s moving faster than most product roadmaps.

REGIONAL

Timah Partners secures US$46.5M to buy ageing Singapore SMEs: A wave of Singapore SME owners is approaching retirement with no succession plan, and Timah Partners is raising capital to buy up profitable, founder-run businesses in logistics, healthcare support and compliance before they simply close.

Shopee Pay to enable cross-border QR payments in China via Tencent: Singapore and Thailand users will be able to scan and pay at Chinese merchants through a Tencent Global partnership, deepening fintech interoperability between SEA and mainland China.

Foxconn to invest US$265M more in Vietnam, US$57M in Singapore: Taiwan’s contract manufacturer is deepening its Southeast Asian footprint as firms accelerate supply chain diversification away from China amid ongoing trade tensions.

KCP raises US$725M anchored by sovereign fund: Singapore-based KCP closed one of the city-state’s largest recent private fund raises, backed by a sovereign wealth fund in a sign of continued institutional appetite for regional alternatives.

MAS introduces measures to strengthen Singapore’s asset management hub: New regulatory measures from the Monetary Authority of Singapore target enhanced fund structuring flexibility and incentives to cement the city-state’s position against rival financial centres.

IMDA opens nearly 2,000 tech jobs for Singapore workforce: The Infocomm MediaDevelopment Authority is expanding job placements across cybersecurity, AI, and software engineering, partnering industry players to address a growing digital talent gap.

38% of Malaysian businesses use AI but most stuck on basics: A new survey finds Malaysian firms have adopted AI at surface level, with limited integration into core operations, signalling a widening gap between adoption rates and meaningful deployment.

Singapore’s DynaAI to test auto insurance AI in Japan: The Singapore-based startup is piloting its AI-driven underwriting model in Japan’s motor insurance market, marking an early cross-border expansion for a SEA insurtech into a notoriously closed financial sector.


INTERVIEWS & FEATURES

SEA traveltech’s next winners are eSIMs, visas and hourly hotels: Southeast Asia’s travel rebound is shifting away from flight-and-hotel search engines toward the unglamorous plumbing around it — eSIMs, visa processing and hourly bookings — as founders bet friction, not glamour, is where the real margins sit.

It’s not just tariffs: Why Chinese capital is flowing into ASEAN: KPMG’s China Lead Partner Lisa Li tells e27 that boardroom capital allocation into Southeast Asia is driven by far more than supply-chain diversification, unpacking the real calculus behind the shift.

Four lessons Southeast Asia can borrow from Dubai’s AI playbook: From Sam Altman’s fireside chat to candid ministerial exchanges, GITEX Global 2025 offered lessons on state-backed AI ambition that SEA ecosystem builders can adapt.


INTERNATIONAL

Buddy Bites raises US$4.2M Series A to expand beyond dog food: Hong Kong-founded pet brand Buddy Bites is betting that habit-forming repeat purchases, not discounting, can crack Asia’s pet care market.

Neocrete raises US$3.5M to make low-carbon concrete cheaper: New Zealand-based Neocrete has raised funding to prove lower-carbon concrete mixes can survive tight construction-site economics, a problem that’s always been about margins, not chemistry.

Bangladesh launches US$33M fund-of-funds for its startup scene: State-backed Startup Bangladesh has begun deploying government capital through professional VC managers rather than direct investments, a model regional peers may watch.

BYD targets Japan with compact EV built for local tastes: China’s largest EV maker is entering one of the world’smost resistant auto markets with a Japan-specific small vehicle, a move that could shape EV competitive dynamics across Asia.

OpenAI eyes 2027 IPO window: A senior OpenAI executive confirmed the company is targeting a public listing in 2027,a timeline that will be closely watched by SEA investors and AI startups benchmarking against the sector’s dominant player.

Meta launches AI tools for small businessesMeta’s new suite of AI-powered marketing and customer engagement tools targets SMEs globally, with direct implications for the millions of small businesses across SEA reliant on its platforms.

Ant International launches AI model to forecast FX risk: Ant Group’s international arm has deployed an AI-driven foreign exchange risk forecasting model, a significant move for cross-border payment players and treasury teams operating across SEA’s fragmented currency landscape.

OpenAI launches ChatGPT for teens amid scrutinyChatGPT’s new teen-focused tier arrives as regulators and parents globally question AI safety for minors, a debate increasingly relevant in SEA markets with large youth populations.


CYBERSECURITY

Singapore Polytechnic launches CASTLE to shore up SME cyber defences: Singapore Polytechnic is turning student training into practical protection for small businesses through its new CASTLE initiative, aiming to close a gap where cybersecurity remains too costly for most SMEs to manage alone.

Why India needs Singapore’s playbook against digital-arrest scams: A contributor recounts nearly falling victim to a “digital arrest” scam impersonating Mumbai police, arguing India should adopt Singapore’s platform-level countermeasures before such fraud scales further.

Building cybersecurity sovereignty by design: A TechNode analysis examines how governments and enterprises can embed transparency, control, and resilience into digital infrastructure rather than treating security as an afterthought.


SEMICONDUCTOR

Nvidia to ship AI chip to China by year-end: Reuters reports that Nvidia is preparing to export a downgraded AI chip to China before year-end, navigating US export controls, a development with major implications for the regional AI hardware supply chain.


AI

AI lifts one half of global economy as trade strife drags the other: A Moody’s-cited analysis finds AI-driven productivity gains are creating a bifurcated global economy, with geopolitical and trade pressures suppressing growth in the other half, a direct concern for SEA’s export-reliant tech sectors.

Deepgram expands to Singapore to crack APAC’s multilingual voice AI: Voice AI provider Deepgram is betting its Singapore expansion can solve what has held back regional voice tech: callers who code-switch between English, Mandarin, Malay and Tamil mid-conversation.

Why Malaysia’s AI Nation 2030 plan matters for B2B startups: Malaysia’s National AI Action Plan signals that speed alone won’t carry SEA’s AI-era vendors as AI moves into banking, healthcare and public infrastructure, raising the bar on governance and accountability.


THOUGHT LEADERSHIP

Why top SEA startups are quietly building R&D hubs in Vietnam: As a US$5M Series A now buys just three senior engineers in Singapore, growth-stage founders are relocating core engineering to Vietnam, trading growth-at-all-costs for cost-efficient scaling.

Investors aren’t ghosting founders, they’re reading them: Vague, deck-less outreach rarely gets replies because investors are quietly evaluating founder judgement before the first call; silence, the writer argues, is diagnostic, not dismissive.

Your founder brand could swing your valuation by up to US$1M: Founders rarely realise investors form snap judgements before any pitch begins; this piece argues personal brand, not follower count, can shift early-stage valuation by hundreds of thousands.

What ASEAN banks still aren’t pricing into climate risk: A polished quarterly risk presentation at an Indonesian bank omitted the physical climate exposures that matter most, a gap the writer argues ASEAN lenders can no longer defer.

The hidden cost of treating AI as software, not capability: AI doesn’t create advantage on its own; it amplifies whatever organisational capability already surrounds it, shifting the leadership question from where to deploy AI to what kind of company can absorb it.

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Southeast Asia’s oldest savings product still has no price for going first

Every fintech founder in this region has drawn the same slide at some point: the underbanked adult, the missing credit file, the product that will finally reach them. Fewer have noticed that the person on the slide already owns a savings product, and has for centuries. It is called arisan in Indonesia, paluwagan in the Philippines, hui in Vietnam, chit fund in India, tanda in Mexico, gam’eya in Egypt, stokvel in South Africa, susu in West Africa. An estimated two billion people use some version of it, moving on the order of a trillion dollars a year entirely outside formal banking.

The mechanism is almost insultingly simple. Ten people agree to put in US$100 a month. Each month the group hands the full US$1,000 to one member. After ten months everyone has paid in US$1,000 and everyone has taken out US$1,000. No interest, no lender, no credit file.

What the circle produces is not yield. It is timing. It converts a slow trickle of savings into a lump sum large enough to do something with — a deposit, a motorbike, a term of school fees — and it does that on social obligation rather than a balance sheet. That is why it has survived every wave of financial inclusion products aimed at replacing it.

It also has exactly one unsolved problem, and it is the only genuinely interesting thing about the format: who goes first?

The ordering problem

The lump sum in month one and the lump sum in month ten are not the same product. The first recipient has effectively borrowed from the group and repays over the remaining rounds. The last has lent to the group for nine months and gets nothing extra for it. Same nominal amount, very different value.

Informal circles resolve this in one of three ways, and each has a well-known failure mode. The organiser decides, which turns the queue into patronage. A lottery decides, which is fair in expectation and unsatisfying in practice — the member with a hospital bill in March does not care about expectation. Or seniority decides, which quietly taxes newcomers to reward the people who least need the money.

All three share a deeper flaw: the position in the queue has real economic value, and nobody is allowed to say what it is. Value that cannot be priced gets settled socially, and settling it socially is where circles collapse. Ask anyone who has run one.

Also Read: Southeast Asia solved distribution: Now fintech has to scale on the balance sheet

The old answer, and why it never scaled

The interesting thing is that this was solved a long time ago, in India. Registered chit funds have run a discount auction for generations, formalised in law since 1982: each round, members bid down the amount they are willing to accept, the lowest bid takes the pool, and the discount is distributed among the rest. A member who needs cash now pays for the privilege. A member who can wait is compensated for waiting.

It works. It also never left its jurisdiction. The auction is administered by a registered foreman, denominated in rupees, tied to Indian regulation, and reachable only by people physically inside that system. The neighbouring arisan in Jakarta, running the same underlying product, still resolves its order by drawing names out of a bowl.

That is the gap worth building into: not the auction — the auction is old and proven — but the fact that it has never been made portable.

What changes when the queue is priced

A disclosure before I go further: I built ROSCASH, so what follows is the perspective of someone with a stake in the answer, not a neutral observer of it.

We run circles where each round is settled by a descending-discount auction. Members bid a discount against their own payout; the lowest bid at the close of a six-hour window wins and receives the pool minus that discount. Seventy per cent of the discount is split across every share in the circle that has not yet been paid out — participation in the bidding is irrelevant to eligibility, and only the single share the winner redeems that round is excluded. The platform keeps the remaining thirty per cent, and nothing else: on auction circles the winner pays no commission on the pool at all, because the discount they bid is already the payment.

Also Read: Southeast Asia’s fintech apps don’t have a literacy problem, they have a fear problem​

Three things follow from that design, and they are worth separating from any marketing claim.

  • First, the queue stops being a favour and becomes a good with a market price, set by the people in that specific circle in that specific week. Nobody arbitrates.
  • Second, the platform earns only when a member chooses to pay for speed. A round in which nobody bids generates no revenue for us at all. That is an uncomfortable incentive to design into your own business model, and it is the right one — it means we are not paid for the mere existence of a circle.
  • Third, and least convenient to say out loud: a savings circle redistributes, it does not create. Aggregate member profit and loss across a full cycle sums to exactly minus the platform’s revenue. There is no yield being generated anywhere. The member who waits is paid by the member who hurries, and any platform in this category that describes both sides as “earning” is selling you something. What a circle offers is not return. It is a priced, voluntary trade between two people with different urgency.

What it does not solve

Custody and regulation remain the hard part, and we would rather state that than be found out. ROSCASH is in public beta. Funds are held and processed by the platform under each circle’s published rules; on-chain custody, where code rather than a company holds the pool, is on the roadmap and has not shipped, there is no contract address and no audit. We hold no licence. Platforms like MoneyFellows in Egypt and Hakbah in Saudi Arabia do hold local licences and settle in fiat, and for a saver who wants a national regulator standing behind the product, that is the honest recommendation.

What settling in USDC buys instead is the thing the chit fund could never do: three members of one circle can sit in three different countries.

The ordering problem is six centuries old and still open in most of the world. It does not need a new savings product. It needs a price.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. You can also share your perspective by submitting an article, video, podcast, or infographic.

The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of e27.

Join us on WhatsAppInstagramFacebookX, and LinkedIn to stay connected.

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Sensors, predictions, premiums: How Willog turned shipment data into an insurance biz

Daniel Yun, Co-CEO of Willog

From warehouse floor to boardroom

Daniel Yun’s route into supply chain technology did not begin in a lab or a spreadsheet. It began in a logistics warehouse. Before founding Willog, he ran a traditional logistics operation and saw first-hand where shipments broke down and why customers lost faith in their carriers.

One problem kept recurring: when temperature-sensitive cargo, such as fresh food, was damaged in transit, there was no way to work out afterwards where or why it had happened. “The losses recurred, but we could judge the causes only through experience and guesswork rather than data,” Yun says. Most of what happened during a shipment’s journey simply vanished, unrecorded.

That gap is what pushed Yun to redirect his business towards logistics data. Willog built its own IoT sensor devices to capture trustworthy data at the source, then layered AI analytics on top to flag anomalies before they occur.

Also Read: The rise of logistics startups in Southeast Asia: How AI powers supply-chain revolution

The company has since extended that same data foundation into cargo insurance, aiming to connect logistics, AI and insurance on a single data layer. “It wasn’t a problem I observed from the outside, but one I lived through while running the business myself,” Yun says. “It was the problem I understood best, and therefore the one I was most confident I could solve.”

Making invisible cargo visible

Enterprise systems such as ERP, WMS and TMS are good at tracking what is being shipped, how much, and when. What they largely miss is the physical condition cargo actually travels in — temperature, humidity, light, shock, tilt. Yun describes this as a grey zone that sits outside conventional supply chain software.

Willog’s approach spans four stages. Its own IoT devices, branded Willog Safe, capture physical data at the point of sensing. That data is combined with external context, such as weather and route information, to anticipate problems. The system then prescribes what action should be taken, and finally preserves the entire sequence as verifiable evidence. Rather than simply showing where cargo is, Willog feeds physical-world data back into the enterprise systems that were missing it.

A case with a global e-commerce client illustrates what this looks like in practice. Digital-twin mapping was used to identify thermal weak spots inside a fulfilment centre, turning a problem the client had only vaguely sensed into concrete, location-specific data.

“Information at the level of ‘this warehouse has unstable temperature control’ isn’t enough to act on,” Yun explains. “But once it becomes clear which zone deviates from standards, under which conditions, and how repeatedly; that’s when it leads to real action.”

He describes the lesson as being less about proving a risk exists and more about making the data specific enough to drive a decision.

The zero churn structure

Willog reports zero per cent churn and 100 per cent contract renewal across 2024 and 2025, figures that stand out even against strong SaaS benchmarks. Yun attributes this to how deeply the system is embedded in a customer’s operations rather than sitting alongside them.

“If we were simply providing one more dashboard, a customer could switch away at any time,” he says. “But Willog is embedded in the customer’s own processes — inbound, outbound, quality control, and regulatory compliance.”

Also Read: AI in motion: How automation is reshaping Southeast Asia’s logistics landscape

Once a team has experienced catching problems before they happen, he argues, reverting to intuition-based decisions feels like a step backward. Leaving becomes difficult not because of contractual lock-in, but because the system has become part of how the organisation works.

Where the real moat lies

Real-time telemetry is becoming increasingly commoditised, with multiple providers now able to supply sensor data. Yun places Willog’s differentiation elsewhere, in the accumulated context around that data and the products built on top of it.

Over five years and across six industries, Willog has built up domain-specific knowledge of how different cargo types respond to particular conditions and where losses tend to occur.

The value, he says, comes from interpretation: “The same temperature reading only becomes valuable when you can interpret what it means for a specific pharmaceutical, and what it translates to as an insurance premium.” That combination of operational data and the ability to convert it into financial value, built up over time, is what he considers the company’s real barrier to entry.

Growing through references, not persuasion

Willog’s new contracts grew several-fold last year while customer acquisition cost fell, a shift Yun credits to reference-based expansion rather than any change in sales tactics. Early on, without a track record, approaching large enterprises and government agencies was difficult. The company instead built credibility steadily with small and mid-sized customers, and focused on passing the certifications demanded by its most exacting clients on quality and security.

That track record became a trust signal in its own right, generating inbound interest from companies that had seen it. “We shifted from a model where we approached and persuaded customers, to one where companies that had seen our references reached out to us first,” Yun says.

Trust in sectors that cannot afford mistakes

Willog’s deployments include biopharma cold chains and overseas military logistics, sectors where a single failure carries serious consequences and decision-makers are naturally cautious about new technology. Yun says conservative buyers are less interested in how advanced a system is than in whether failures can be explained afterwards. Willog’s AI judgments are kept traceable, with the underlying data preserved as evidence rather than treated as a black box.

Also Read: 5 smart ways to decarbonise supply chains and logistics with AI

Sequencing mattered too. Rather than asking customers to trust an unproven AI system outright, Willog first cleared some of the strictest verification standards available — international transport for Corning, global knock-down transport quality management with Hyundai Glovis, and cold-chain transport for the ROK Army General Supply Depot. Passing military supply logistics vetting, in particular, gave the company more credibility with subsequent conservative clients than any pitch could.

From monitoring to insurability

Yun says the realisation that shipment data could underpin insurance came from recognising that proof of what actually happened in transit could be used to price risk by measurement rather than estimation. In this model, AI prediction and prevention reduce the probability of incidents occurring at all, while insurance, priced on measured data, covers whatever residual risk remains. “If prediction and prevention are the domain of reducing risk, insurance is the domain of taking responsibility for the risk that still remains,” he says.

What comes next

Willog’s roadmap includes further expansion into Europe and Southeast Asia, alongside a longer-term ambition to go public. Yun frames the IPO as a byproduct rather than the goal itself, contingent on sustaining reference-based growth internationally and establishing insurance as a genuine revenue line rather than a stated plan.

On Southeast Asia specifically, Yun pushes back on the idea that Willog is simply a sensor vendor. With regulation varying by country and cold-chain infrastructure maturity uneven across the region, he argues that knowing where cargo is isn’t sufficient — the value comes from pinpointing where and under what conditions losses occur, something Willog’s five years of cross-industry data is built to do.

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Looking further ahead, Yun describes the company’s ambition in structural terms: an infrastructure answering what physically happened, what is likely to happen next, and what that risk is worth, with data, AI and insurance interlocking on a single foundation. “We want to change the very grammar of the industry, from after-the-fact response to advance prediction and prevention,” he says.

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