Jesse Choi is the co-founder and COO of Reku, a Series A fintech startup based in Jakarta. 

In 2022, Reku raised a $11M Series A from AC Ventures and Coinbase Ventures. 

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👋🏼 How would you explain your job to someone outside tech?

We've developed a platform where users can trade and invest in global alternative assets, starting with crypto. Our mission is to be the guide to wiser investing.

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🧐 What's something about you or your job that would surprise us?

My first answer to "What's your dream job when you grow up?" was to be a race car driver. My second answer was an astronaut. Ironically, I'm really sensitive to motion sickness.

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🏆 What has been the biggest highlight of your career so far?

Until 2 years ago, I spent my entire life in the US. Transitioning from the US work culture to an Indonesian one has been quite interesting and rewarding, and I'm sure I'll look back at this phase of my life with great fondness. 

In fact, I have a Medium blog dedicated to the topic of moving to Jakarta! It's been really interesting uncovering my own biases and trying to absorb the best of both cultures. 

And Indonesia is such a dynamic and growthful country, it's very exciting being a builder here.

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🔍 What's a startup trend or space you're watching this year?‍

Globally, it's AI. I know it's quite broad, but limiting my answer to a smaller subsegment feels a little bit like taking the magic out of my imagination. 

In Indonesia specifically, it's healthcare. While government-funded hospitals and clinics will never be replaced, I would love to see more modern solutions that keep up with the rapid modernization of the country (and with that, the "modernization" of health issues).

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💼 What advice would you give someone starting out in your industry? 

This is advice not just for my industry but for any. Try to get a sense of what are the key issues within the target industry, what your competitive advantages are, and how you are uniquely positioned to best address those issues. 

Whether you're just starting your career or you're already quite senior, being super intentional in this way will allow you to work smart, not just hard.

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🗣 What's one thing you can keep talking about for hours? 

Human psychology. I love thinking about how other people think.

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🎥 What's your favorite movie/TV show? 

Breaking Bad. So epic!

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🍨 What's your go-to ice cream flavor?‍

Lemon!

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FYI. We've edited this interview for clarity.