a note from our founder

this story is a little long — thank you for your patience in reading it.

It all started with an internship. I joined a small fintech startup of just two people — excited, ambitious, and ready to give my all: to redesign their entire website as a UI/UX major, get involved in marketing, sales, and fintech, and learn as much as possible.

But that enthusiasm faded quickly. One of the founders was immature and emotionally volatile. I soon realised the company was run almost entirely by interns — the head of marketing was an intern, the head of design was me, and another intern was hired to replace the previous one. They cycled through new batches every few months to “save costs” on hiring full-time employees, paying the bare minimum through a government programme that covered up to 50% of the cost. Worse, the interns weren’t treated with respect.

I left as soon as I saw how toxic the environment was. Even after leaving, I kept hearing the same stories — new interns crying, unfair treatment, and constant control. While I was still there, I also noticed how the company tried every possible way to make sales, even when they knew their service was bad. Instead of improving, they kept scamming new customers into trying it.

Later, I had the chance to work for a friend who built a company on honesty and value — a place where customers and employees were genuinely cared for. He became a mentor to me and taught me everything: how a business should care for its customers, and how real value always comes before revenue.

That experience changed everything. I realised that I wanted to do the same — to build something honest, something that puts people first. I wanted to create a brand that gives real value to customers, where happiness means more than sales.

That’s how abt was created — a brand born from lessons, built on sincerity, and founded on the belief that business can be kind. A brand that values people first, gives back to the community, and connects us all in supporting meaningful causes. Read more about the better together foundation.

— Darence