Svested – Startup Mindset, Everyday Solutions

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Unlocking Vibrant Aquatic Life: My Expert Journey with High-Protein Fish Food

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As an avid aquarist, I’ve always been fascinated by the delicate balance of life that thrives beneath the surface of my aquarium. One of the most crucial elements in maintaining this harmony is the food I provide for my fish. Recently, I’ve delved into the world of high-protein fish food, a game-changer in promoting growth,…

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Jonas Powell
Jonas Powell
I’m Jonas Powell, and my journey has been anything but conventional. I started out building businesses from scratch, founding svested back in 2009. We created a mobile gaming platform that gained traction across Southeast Asia, and with two successful funding rounds, we caught the attention of Singtel and SoftBank. That acquisition in 2012 was my first big milestone. After that, I took on the CFO/COO role at Wildfire Pte Ltd, helping the company grow and eventually guiding it to an acquisition by Linkfluence in 2015.

But in 2025, I felt the urge to shift again. Not away from startups, but toward something more personal. I began writing. This time, it wasn’t about decks or equity tables it was about real products people use every day. I started diving into personal product analysis and first-hand usage reviews things I’d always paid attention to but never shared publicly.