Foreword: in a previous article, Surer had shed light on how the growth of their startup was accelerated during the COVID-19 lockdown so they could apply their solution to help insurance intermediaries navigate an arduous, inefficient workflow that was made worse by the pandemic.
Speaking of arduous journeys, the business-building efforts behind Surer and the dynamics of working in a three-man team involved a steep learning curve.
Divergence: The unintended first step
My co-founders, Renfred and Gordon, are brothers. Gordon has been one of my closest friends for over 15 years. The camaraderie was there right from the get-go. We often met at our favourite kopitiam (coffee shop) and had fun chatting about our dreams for the business.
We visited a corporate secretary firm to incorporate the business. I remember the office felt more like a fast-food restaurant than anything else—take a ticket, wait in line, speak to a staff in one of the many booths. No reception, no nice ambient music. This was the first of many mismatches between expectation and reality…
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