THE PROBLEM01
You are renting your customers
Every order arrives with the buyer’s identity stripped out. You cannot email them, segment them, or notice when your best account stops ordering. You pay a commission you do not set for the privilege.
EMBEDDED TECH FOR LIFESTYLE BRANDS
Built from the inside.
An embedded tech team for Indonesian lifestyle and F&B brands. We sit inside your team and build on your database — your storefront, your customers, your data. Not Tokopedia’s, not Shopee’s, not TikTok’s.
WHERE OUR TEAM BUILT BEFORE KUGIE
Past employers of our team, not past clients.
We embed with your team, run your website, loyalty, analytics, and content, and treat your brand like we own it.
IN SHORT
- What we are
- A long-term embedded tech team, not a project agency. We join your standups and stay after launch.
- What you keep
- The site, the database, the data in it and the pipelines that fill it — under a perpetual licence, in your name.
- What it costs
- Retainers start at IDR 8M (Indonesian Rupiah) per month, after a one-time kickoff. Both numbers are published.
- How fast we answer
- We respond to new enquiries within one working day.
01 · PRODUCTS
What we've built.
What we hit running client operations becomes a product; the products then ship back into the client work that produced them. Five products, one studio.
FLAGSHIP
Swivel
An agentic e-commerce CRM — a customer database that acts on its own, turning masked marketplace buyers into named loyalty members.
Live with Arutala Coffee
GENERATIVE ENGINE OPTIMIZATION
Terradium
Generative engine optimization — content written to be cited by AI search engines, with real-time visibility across ChatGPT, Perplexity, AI Overviews, and Gemini.
Now part of Kugie
PAYMENTS
Altura
One API for every Indonesian payment method — QRIS, virtual accounts, bank transfer, and international cards — behind a single reconciliation surface.
OPEN SOURCE
Summit Finance
Self-hostable invoicing and financial management for small teams.
OPEN SOURCE
Chalkboard
Self-hostable management software for billiard halls. Desktop, Docker, or cloud.
FIVE PRODUCTS · ONE STUDIO
See every product we ship
Swivel, Terradium, Altura, Summit, Chalkboard. What each does, and how to try it.
02 · THE WORK
What we've shipped.
Four Indonesian brands whose digital operation we run end-to-end. Every one of them is a case study you can read.
Arutala Coffee
Loyalty that turned 1,091 buyers into known customers.
Klaai
Mobile-first meal tracking on our multi-tenant platform.
Loves Semprong
Wholesale orders moved off WhatsApp to their own store.
Kanata Indonesia
Marketplace-only sales, now a database in their name.
Full roster and deeper case studies on /work.
03 · OWNERSHIP
Own your own data.
Marketplaces are a good way to start selling. They are a harder way to keep selling. Tokopedia, Shopee and TikTok Shop hand you a masked buyer and keep the relationship. The pricing rules are theirs. So is the data: who reorders, who is growing, which city is quietly becoming your best market.
WHAT WE DO02
We build you a channel you own
A storefront on your own domain, running on your own database, with your marketplace orders pulled into it. Keep selling on the marketplaces. Just stop letting them be the only place your customers exist.
HOW FAR IT GOES03
In your name, not ours
We set engagements up with the cloud account and the database registered to you, and us as admin. Kanata’s agreement puts it in writing: their access to their account, infrastructure, site and data cannot be suspended over a billing dispute, and their storefront and checkout never go dark for non-payment at all.
On exit you keep the site, the database, the data in it and the pipelines that fill it, under a perpetual licence. We keep our own engines — the content generator and the query layer. You keep everything they produced.
04 · HOW WE WORK
Not a vendor. Not a freelancer. An embedded team.
An embedded team reads your roadmap before you read it. We are a long-term insider, not a project-shop.
INSIDE01
We sit inside your team
We join your Slack, your Linear, your standups. You stop briefing vendors and start working with colleagues. Handoffs disappear because nothing gets handed off.
FULL STACK02
We own the full digital stack
Website, analytics, loyalty, payments, content, internal tools. One partner, one point of accountability, one technical vision that holds across the whole operation.
LONG TERM03
We stay for the long term
No sprint contracts, no handoffs, no rebuilds every two years. We grow alongside your brand, keep the institutional knowledge in-house, and compound.
05 · SERVICES
What we cover, end to end.
When we embed, we own the whole stack. Here's what that typically includes.
COMMERCE
Web & e-commerce
Shopify storefronts, custom checkouts, marketplace integrations.
RETENTION
Loyalty & CRM
Member programs, and the customer database (CRM) behind them, that survive marketplace churn.
INSIGHT
Analytics & BI
Pipelines, dashboards, and the metrics that actually run the business.
MONEY
Payments
Local Indonesian payment methods, reconciliation, and merchant-of-record setups — where one entity is the legal seller on the receipt.
BRAND
Content & SEO
Editorial systems, our own CMS, and search-ready technical foundations.
INTERNAL
Internal tools
Dashboards, operator consoles, and the boring stuff that compounds.
AI
AI integration
Agents and assistants embedded where your team already works.
06 · QUESTIONS
The things people ask first.
Do we have to leave the marketplaces?
No. Keep selling on Tokopedia, Shopee, and TikTok Shop — they are a good way to reach people who have never heard of you. The argument is that you should own a channel as well, so that the marketplaces are not the only place your customers exist.
How do you integrate marketplace orders?
An import pipeline pulls your Tokopedia, Shopee, TikTok Shop, and Blibli orders into a database provisioned in your name, in near real time. Buyers then claim their order through a unique link or QR code, which turns an anonymous marketplace transaction into a named customer you can actually contact. The result is one place where the whole business is visible, instead of four partial views.
Who owns the cloud account, and what happens on exit?
The cloud account and the managed PostgreSQL database are registered to you. We hold admin; you hold the account. On exit you keep the site, the database, the data in it, and the pipelines that fill it, under a perpetual licence — and because all of it already sits on accounts in your name, nothing has to move. We keep our own engines, the content generator and the query layer, and you keep everything they produced. We document the handoff over thirty days and train your internal team.
What do retainers include?
Every partnership includes embedded engineers who join your standups, a database provisioned in your name, your marketplace orders centralised into it, a shared knowledge base, and a founder you can call. Retainers start at IDR 8M (Indonesian Rupiah) per month on Starter, after a one-time kickoff of IDR 15M–25M and on a three-month minimum. Embedded is IDR 25M per month, and Embedded Plus starts at IDR 40M. What moves between tiers is team size and scope, not the rate.
Fuller answers on pricing, exit terms, and how an engagement runs live on /pricing.
PRICING
Priced like a partner, not a vendor.
Retainers start at IDR 8M per month and scale with the team you want embedded. Both the kickoff and the monthly number are published, because scope is what should move in a negotiation, not rate.
See pricing
Let's build something that lasts.
Tell us about your brand. We respond within one working day.
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