Denny Santoso
Pembicarafounder · BrainBoost.id
Jakarta
Behavior change is becoming its own category — not wellness, not meditation, not productivity content. A distinct operating layer for how people build consistency, regulate emotion, and perform under pressure. I'm building the company betting on that category in Southeast Asia. I'm the founder of BrainBoost — a behavior-change audio platform combining guided relaxation and binaural affirmations. Today: 70,000+ paying users in Indonesia, built on a simple thesis — you don't change behavior by telling people what to do, you change it by rewiring what they rehearse, daily, in the background of their own lives. Our roadmap: 100 million transformation journeys across Southeast Asia, moving from B2C subscriptions to B2B SaaS to strategic partnerships with institutions already inside people's financial and professional lives. The enterprise wedge: sales-team performance. Revenue teams don't underperform for lack of skill — they underperform on inconsistent confidence, emotional volatility under pressure, and habits that don't survive a bad week. That's a measurable, ROI-attached problem for HR and sales leaders. We're building BrainBoost as a B2B2C layer — sold through insurers, banks, telcos, and HR platforms — into the employee and customer base they already serve. Alongside BrainBoost, I also invest. Through private capital, I structure invoice-financing and profit-sharing deals for Indonesian companies with strong, confirmed orders but stuck cashflow. Where it fits, I help these companies build toward IPO-readiness, not just bridge a quarter. Same skill as BrainBoost, applied to capital instead of behavior: find the constraint, structure around it, compound. 20+ years operating in Indonesia — distributor for Ultimate Nutrition Indonesia (PT Jaya Sportindo, 1999-2021), founder of Tribelio, DigitalMarketer.id, and an exit (Bonnels, acquired by Hypefast) — sits behind both lanes. If you're one of these three, I want to hear from you: — Strategic investors evaluating behavior-change/audio-tech in Southeast Asia — HR, sales, or benefits leaders and B2B2C partners (insurance, banking, telco) exploring a performance layer for revenue teams — Founders with strong order books and a working-capital gap Send a DM — tell me which of the three you are, and what you're working on.