Five companies, one thread

Patients with chronic illness stop taking their medicine when refills are hard. Lifepack was built to remove that friction. It delivers prescription medicine anywhere in Indonesia for free, and it plugs straight into hospital systems so a prescription is filled by the pharmacy nearest the patient.

The company runs three entities: ITMI for health technology, IFMI for pharmacy operations and GLM for licensed pharmaceutical distribution. Natali owns the architecture, the product strategy and the unit economics across all three.

Lifepack has raised over USD 10 million across four rounds, including a USD 7 million Series A in 2022, and serves millions of users. The aggregator model is the part he is proudest of: an API that pulls digital prescriptions out of hospital EMR systems and routes each one to a partner pharmacy. Faster delivery, fewer dispensing errors, and no new hardware for the hospital.

Pluang is a licensed multilateral commodity-trading fintech that sells fractional gold and derivative-based products to people the banks never served. Natali joined as co-founder and CTO to make the platform able to take real volume.

In eleven months the engineering team lifted transaction capacity from 700 to over 1,000,000 per minute. Revenue grew 566 percent in the same period. He also shipped a new B2B distribution system that reached more than 70,000 offline outlets, and it ran at 100 percent uptime through launch.

Pluang went on to raise a Series A led by Go-Ventures after he moved on to start Lifepack.

Tiket.com is Indonesia's leading online travel agency, and Natali ran its engineering for six and a half years. The founding team took the product from nothing to a live booking platform in 100 days. Between 2012 and 2017 it did USD 1 billion in gross merchandise value across flights, hotels, trains, events and car rental.

The platform was built to hold 150,000 concurrent users during flash sales, selling tens of thousands of tickets in minutes. Its B2B2C API layer let more than 8,000 partners embed Tiket inventory inside their own travel agencies, promoter sites and corporate portals. Credit-card fraud loss was held to 0.0025 percent of transaction value in 2016.

All of it ran on 120 production servers kept alive by a three-person sysadmin team. Blibli, part of Djarum Group, acquired Tiket.com in 2017. The group is now listed on the Indonesia Stock Exchange as BELI.

Golfnesia was an Indonesia-Japan joint venture. Natali built Golfnesia.com, a tee-time booking platform for golfers flying in from abroad, plus Golftex, the multi-course management system that ran behind it. Three months, two engineers, one of them him.

The product worked. The market did not move fast enough, and the team shut it down knowing the product-market fit was not there. It is the one of the five that did not make it, and he counts it as the cheapest lesson of his career: the next company, Tiket.com, was started within the same year and went on to a billion dollars in bookings.

Urbanesia, run by PT Ayoklik Indonesia, was Natali's first company and Jakarta's first Web 2.0 city directory. He wrote the search engine himself on Sphinx, ranking places on distance, pageviews, ratings, recency and keyword weight, with stemming and synonyms for Indonesian. The page render target was under 200 milliseconds, and the stack of Squid, memcached and eAccelerator hit it.

In 2010 Urbanesia signed a content partnership with Google for Maps and Places, and went deep on Yahoo Southeast Asia: Login, SearchMonkey rich snippets, YAP and YQL. East Ventures in Singapore invested, and Batara Eto, former CTO of Mixi, advised.

Kompas Gramedia, Indonesia's largest media group, acquired Urbanesia in 2012. It was the first of two exits.