Building for Indonesia's first-time investors: On Call with Ajaib CEO and co-founder Anderson Sumarli


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On the heels of investment platform Ajaib becoming the first digital brokerage in Indonesia, CEO and co-founder Anderson Sumarli goes on a call with Insignia Ventures' Samir Chaibi to share:

  • the opportunities for capital markets in Indonesia, vis-a-vis markets like India and Brazil where Zerodha and XP have emerged
  • Ajaib's approach to building an attractive product for first-time investors and millennials
  • what Ajaib has the under the hood as they drive investment penetration in Indonesia

This episode was recorded on Zoom, 10 June 2020.


0:40 Introduction to Anderson by Yinglan Tan;

2:20 How Anderson first met Yinglan;

2:46 What does the acquisition of Primasia Sekuritas mean for Ajaib?;

3:49 What are the opportunities in the Indonesian market for retail investment?;

5:06 What are the parallels between Indonesia and markets like India and Brazil where the likes of Zerodha and XP have emerged?;

6:59 What are the early signs in Indonesia of the so-called "generational buying moments" into stocks?;

8:31 How does Ajaib's user experience make things easier for the first-time investor?;

9:51 What should users expect to see in the next few months from a product perspective?;

10:50 What are some success stories of users that touched Anderson?;

12:52 How democratized can stock investing be in Indonesia through Ajaib?;

14:13 Ajaib is not just a one-country platform right?;

14:41 What would be your top investment advice for first-time investors?;

16:41 Where does Ajaib want to be in the next five years?;

17:26 What message do you want to leave with our listeners?;

About our guest

Anderson Sumarli is the co-founder and CEO of Indonesian online brokerage platform Ajaib. Prior to Ajaib, he was an associate with BCG and part of the Chief Analytics Office at IBM. Anderson holds an MBA from the Stanford Graduate School of Business and graduated Summa Cum Laude with a Finance degree in Applied Economics and Management from Cornell University. Anderson was most recently part of the Forbes 30 under 30 Asia 2020 list along with his co-founder and COO Yada. Ajaib graduated from YC in 2018, and launched their app in 2019. Since then they’ve been bringing more and more Indonesians into investing, with 25% of new investors in Indonesia coming through their app.


Business As Usual by Causmic

Broken Purpose by Jukedeck (2019)

The content of this podcast is for informational purposes only, should not be taken as legal, tax, or business advice or be used to evaluate any investment or security, and is not directed at any investors or potential investors in any Insignia Ventures fund.

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