Fintech. It’s a sector we’ve been hearing – and talking – about a lot for the past five years.

And the conversation isn’t going to stop any time soon.

When you grow up with a strong work ethic and a passion for taking on new challenges, there’s no doubt that you’ll do well in life. That you’ll be drawn to situations and opportunities that others might find daunting.

In this issue of the Marketing Expert Series, we meet Robin Ang – co-founder and Group CEO of Finology. Those of you who have been following this Series will remember that we spoke with Finology’s Head of Marketing, Vahid Ebrahimi, in a previous issue.

This time around, we deep dive into the why’s and wherefores behind the founding of Finology – a company that continues to grow, evolve and provide fintech innovations and solutions to an ever-changing society.

Hi, Robin, thank you for joining us in our Marketing Expert Series. Let’s kick off with a little context, can you tell us a bit about yourself? How did you get to where you are now? 

Sure. Growing up in a family of restaurateurs, entrepreneurship is second nature to me. I was raised in a humble environment where I learned the importance of hard work, people, innovation, perseverance, and passion in approaching life’s challenges. This has taught me to remain optimistic in the face of setbacks and maintain a positive outlook.

Building on this foundation with over two decades of entrepreneurial experience, I am now eager to tackle innovative ideas in the Fintech industry.

I am drawn to this rapidly growing field because it offers ample opportunities for investment and development in areas such as lending, insurance, real estate, and automotive. I am also passionate about finding ways to empower individuals and help businesses become sustainable and effective.

You’re the co-founder and group CEO of Finology. In a previous interview in this Series, we spoke with Vahid Ebrahimi Fakhari, Finology’s Head of Marketing, we touched on the importance of fintech and the innovations Finology stands for. What led you to found Finology and what role do you believe the company will play in the future?

By 2017, my partner, Jared Lim, and I had already established a reputable presence in the financial industry through Loanstreet, a consumer financial marketplace that we co-founded in 2012.

It is incredibly fulfilling to see the impact our technology has had on so many people, from uncles and aunties to young families and new professionals, all of whom have been able to access affordable credit and improve their lives in so many ways.

However, we realised there was still much more to be done. We observed a growing frustration with manual loan application processes that were slow, cumbersome, and lacking in accessibility. This sparked our mission to create a financial solution that would eliminate these barriers and make financial products accessible and seamless for all.

And so, Finology was born – a name inspired by the idea that finance can be accelerated through technology. Our mission is to make financial products accessible and seamless for everyone, everywhere.

Can you tell us about some of the most effective strategies that you and the team at Finology have implemented in recent years? Is there an achievement you’re most proud of?

We’ve got a couple of tricks up our sleeves that have helped us achieve great things over the past few years. For starters, we’ve invested a lot of resources into technology to make our solutions even better and give our clients a top-notch user experience. We’ve also joined forces with some of the biggest names in finance, as well as consumer brands and platforms to broaden our reach and offer more services to our valued clients.

As for what we’re proud of, there are two things that stand out. Firstly, the recognition we’ve received from the industry. Being named one of the best fintech companies in the Asia Pacific region by leading publications is a huge deal for us. It’s a reflection of all the hard work our team puts in, and we’re determined to keep raising the bar.

And secondly, but most importantly, is the trust our clients have in us. Our client retention is key to our success, and it’s amazing to see our clients coming back for more and more solutions. We feel incredibly fortunate to have such fantastic support from our clients.

The world has changed in the last few years, with the Pandemic and the shift in the economy, how has Finology been impacted by these changes?

The pandemic has definitely kicked things into high gear in the financial world. All of a sudden, there’s a huge demand for digital transformation, and that’s led to some exciting partnerships and collaborations between traditional finance players and fintech/insurtech companies like us.

We think this is all for the better, as it’s creating new opportunities to make finance more accessible and user-friendly for everyone. At Finology, we’re making the most of these changes by always improving our solutions and building relationships with even more partners.

Another silver lining of this global crisis is that it has pushed countries that were behind the times in terms of technology to catch up faster. This means a bigger market for us to explore and serve. It’s a pretty exciting time to be in finance, right?

How did the developments over the last few years affect your strategies as both co-founder and Group CEO?

The past few years have been a rollercoaster, and we’ve had to roll with the punches. To keep up with the changing landscape, we’ve sharpened our focus on making our end-to-end solutions even better for our clients. We’re also staying ahead of the game by investing in technology and building strong partnerships.

On top of that, we’ve put together a team for business development and marketing to boost our growth in the local market while making a name for ourselves regionally. It’s been a lot of work, and we look forward to seeing our efforts pay off.

In your opinion, what are some of the biggest challenges facing the fintech industry today?

One of the biggest challenges facing the fintech industry is regulation. As the industry grows, we must have clear guidelines in place to protect consumers and ensure stability in the financial system. The challenge is finding the right balance between innovation and protection.

Another challenge is the constantly-evolving consumer expectations. We believe in staying ahead of the curve and continue to offer unique solutions that make a difference in people’s lives.

Finally, data privacy and security are top concerns. With more and more financial transactions happening online, companies must implement strong security measures to protect their client’s sensitive information. At the same time, we must also make sure we are transparent about our data practices and give people control over their information.

How have these challenges affected the direction and strategies you’ve implemented with Finology?

Challenges keep us focused, reminding us to stay ahead of the curve and to continuously innovate.

Where do you see the overall fintech sector heading in the next five to ten years?

In the coming years, we’re bound to see some exciting changes in the fintech world. Advances in technology and shifts in consumer behaviour will continue to drive growth and development.

Here are a few trends that we’re watching closely:

  • More and more people are turning to digital and mobile banking services.
  • Alternative lending and investment options are becoming increasingly popular.
  • Technology is helping to bring financial services to people who were previously “underbanked.”
  • Artificial intelligence and machine learning are becoming more integrated into financial services.
  • Financial wellness and education are becoming a bigger priority for everyone.

All in all, the fintech sector is poised to play a vital role in shaping the future of finance and financial services. We’re eager to see what the next decade brings!

With all the digital disruption industry and the fintech innovation we’re seeing now, do you believe that there will be a continuing need for a human touch amongst all this technological advancement?

Definitely. While technology is advancing rapidly, it’s unlikely that it will completely replace human interaction in finance. People still value the personal connection and human empathy that comes with financial advice and support.

For example, even though Finology offers end-to-end digital solutions, we still give room for manual intervention. This is especially true when it comes to outlier financial decisions and circumstances.

So, I believe there will always be a need for a human touch in the fintech industry, complementing technological advancements.

Any advice you’d give to aspiring fintech entrepreneurs and marketers? 

I’d say, first, find a real pain point in finance and create a solution that solves it. That’s how you’ll stand out from the crowd. Second, reach out to others in the industry, build partnerships and learn from their experiences. Lastly, don’t be afraid to test and make changes to your product or marketing strategy based on customer feedback. Continuously improve to meet the evolving needs of your target audience.

It’s been great to learn more about you and your work, Robin, thank you for sharing your experience and insights with us. How can people connect with you if they’d like to know more about you or Finology?

You can connect with me on Linkedin and, visit to know more about what we do as a company.

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For external to the sector, financial technology may seem completely alien. The truth is, however, that the world of fintech (finance technology) is not so far removed from our daily associations – we use it all the time, whether we’re fully aware of it or not. More than that, however, is that fintech leads the way in data-driven marketing, allowing for great strides to be made in this aspect. 

Joining us for this issue of the Marketing Expert Series, is the Head of Marketing for award-winning fintech company, Finology: Vahid Ebrahimi Fakhari. Passionate about data-driven digital marketing and the impact that it is making across all kinds of industries, Vahid takes us through his – and Finology’s – story.

Welcome to the Marketing Expert Series, Vahid! Thank you for joining us! You’ve done so many amazing things in your life, can you tell us a bit about yourself? How did you get to where you are now? 

Thank you for inviting me, it’s my pleasure. 

Originally from Iran, I’ve decided to pursue my studies in Malaysia for a Bachelor in Marketing and a Master in Business Administration (MBA). 

After graduating, it was quite difficult to find a job that fit my education qualification. So instead of just waiting for the mountain to fall on my lap, I took a job at a start-up called Loanstreet, (a financial marketplace under Finology) as an intern to kick start my career. I took this opportunity to sharpen my hard and soft skills. After much blood, sweat and tears, metaphorically speaking, I managed to get myself converted into a full-time employee as the company’s Digital Marketing Executive. 

Over the past few years, I have worked on multiple aspects of marketing and business development from campaign ideation to execution, developing marketing strategies, expanding revenue streams, and working closely with clients and partners on multiple projects. 

Fast forward to today, I’m Head of Marketing for Finology and leading Loanstreet our marketplace platform. 

What was it that drew you to this line of work? Was it something specific?

During my first year of working as a digital marketer, I found out that I enjoy creating data-driven strategies based on out-of-the-box thinking, and that’s what gives me fire. The fact that what I do requires both critical thinking and creativity made me pursue this line of work. It’s not just one thing or one set of skills to be good at: it’s a mixture of soft and hard skills and I realized I enjoy being a generalist and contributing to the holistic growth of the business.  

Currently, you are the Head Of Marketing for Finology. Please tell us more about Finology and the work the company does.

Finology is a FinTech company that specializes in enabling seamless access to financial and insurance products. Our mission is to simplify the process within the conventional financial sectors through our API services and market distribution channels. 

Our recent recognition includes being the Seedstars’ Global Winner of World Competition 2020/21 and Frost & Sullivan’s Asia Pacific InsurTech Entrepreneurial Company of the year (2020).

Data-driven marketing has been shifting the way in which many industries are approaching their marketing strategies. Is it the same for you and Finology? Why do you think that data-driven marketing is becoming such an important aspect of businesses?

Data is fundamental to marketing – always has, and always will be. 

Traditionally, marketers use data like market studies that were available at the time and their assumption of the target market to meet marketing objectives, which often requires a lot of trial and error. 

Today, where businesses are mostly in the digital space and with digital tools in place, the data that marketers get are in real-time. It means that marketers can now measure, analyse and improve their marketing strategies and optimise their campaigns in real-time by personalising the customer experience, targeting well-defined marketing segments, building long-term engagements that lead to customer retention while getting new customers.

Now, COVID-19 – the pandemic has had a clear impact on all sorts of industries; in what ways has it affected Finology and your strategies there?

We did feel the pinch. Fortunately, because of the diversity of the products and services we offer, we managed to tackle the situation. Of course, we had to re-strategise and shift the focus on the products and services that demand was spiking. 

For example, due to movement control orders, motor insurance renewal centres were closed and people had to renew their insurance online. This created a spike in demand. Finology provides online insurance renewal through API services by enabling distribution channels to provide this service digitally. This service is available on our very own marketplace platform, Loanstreet, as one of the very first movers in this sector.

Another instance would be that during this pandemic, we can see a spike in online content consumption. Since we also produce personal financial content via our marketplace, Loanstreet, we took this opportunity to refocus on increasing traffic to our blog.

Are you anticipating any long-lasting trends based on what the fintech industry has experienced during the pandemic?

The pandemic has accelerated the shift to online banking, advancing the existing trend by several years. Many people who switch to using online services during the quarantine will continue to do so even after things are fully back to normal. Customer behaviours have changed and financial institutions must follow it and work with fintech companies to digitise their services. 

What about you, personally, when this pandemic is over, what’s next for you?

I can’t wait to start travelling, meeting my friends and colleagues more often. As much as working remotely is a new normal, I believe meeting face to face helps ideas to thrive and build stronger relationships.

Any advice you’d give to young and aspiring marketers specialists? 

Don’t limit yourself to your job description. Learn from different aspects of your work and business. It’s always good to be very good at a certain set of skills, but also it’s important to know why you are doing what you are doing.  

As a marketer, you are the frontline of the company and it’s important to know other parts of the business. So you have to have good critical thinking skills to understand your business, products and audience, learn about your competitors, get insights from other teams, do A/B tests and make sure to prioritise your marketing efforts based on your ROI.  

Thank you for sharing your story with us, Vahid. How can people connect with you if they’d like to know more about you?

People can always connect with me on LinkedIn.

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