Me & My Money: Investing in start-ups as a core asset

SINGAPORE – Marketing entrepreneur Jonathan Eg became money-savvy early in life when his parents taught him the importance of making every dollar count.

His family had financial problems when he was growing up, but he drew strength from the hard times.

“These experiences instilled in me a profound sense of gratitude and a strong work ethic. I learnt the value of financial stability and the importance of making wise financial decisions,” notes Mr Eg.

His journey in finance progressed when he developed an interest in investing, even though he majored in electrical and computer engineering in university. The interest was sparked by his first job after university – a role in a family office which gave him hands-on experience in managing a diverse investment portfolio.

Mr Eg then transitioned into the role of product manager at another company, making use of his technical background while developing a keen understanding of product development, user experience and market needs.

“It was during this time that I gained valuable insights into how to bring innovative products to market and manage cross-functional teams effectively,” said Mr Eg, saying that he then became interested in the advertising and marketing industry.

That eventually led him to co-found marketing start-up Partipost, which specialises in serving influencers who have smaller followings than the big names but still have clout in the market. 

“Traditional influencer marketing often overlooks smaller influencers who, despite having fewer followers, possess highly engaged and loyal audiences,” notes Mr Eg, who is the firm’s chief executive.

“Our platform connects brands with these nano and micro-influencers, enabling authentic and relatable marketing campaigns that resonate more deeply with consumers.”

Partipost, which was started in 2016, operates in Singapore.

He also developed a passion for investing in innovative start-ups, recognising their potential for growth and the impact such ventures can have. 

Mr Eg and his wife live in a three-bedroom condominium in the Holland Road area.

Q: What is in your personal portfolio?

My investing strategy is a diversified approach that includes a combination of equity indexes, forex trading and investments in small businesses and start-ups.

The ratios change over time, but generally, 10 to 20 per cent of my portfolio is in start-up investments, 20 to 30 per cent in foreign exchange and the rest in equities.

This multifaceted strategy allows me to balance risk and potential returns, leveraging the stability of equity indexes and the dynamic opportunities in forex and entrepreneurial ventures.

Investing in start-ups, particularly, resonates with my passion for innovation and supporting emerging businesses, fostering growth and development within various industries.

This approach not only provides a robust investment portfolio but also aligns with my broader vision of contributing to economic progress and entrepreneurial success.

Q: What has been your biggest investing mistake, and best investment?

One of my biggest investing mistakes was leveraging too much in some trades in equities and foreign exchange. This occurred early in my investing career when I believed that putting in more hours and hard work would directly translate to higher returns.

However, the market taught me a valuable lesson: Trading is not solely about the amount of effort but about making informed and strategic decisions.

Over-leveraging led to significant losses, which were a harsh but essential learning experience. I realised that trading requires a balanced approach and risk management, and that it’s important to accept both gains and losses as part of the journey.

My best investment to date has been in Partipost. This has not only yielded substantial financial returns but also provided immense personal and professional satisfaction.

We successfully raised funding, navigated the challenges of a start-up, and have grown the platform to connect brands with thousands of nano and micro-influencers.

The lessons learnt from my earlier mistakes were crucial in making this venture a success, underscoring the importance of resilience, adaptability and strategic planning in investments.

Q: Describe your lifestyle.

I drive a Hyundai Tucson.

When I was growing up, my family experienced financial fluctuations, having less money during my early childhood but becoming more financially stable in my teenage years.

Being blessed with better financial circumstances in my teens made me appreciate the importance of continuous improvement and growth. It fuelled my desire to keep improving and to grow my net worth strategically.

My parents have always told me how much effort it is to earn every dollar. Whenever there were good deals or discounts, my family would always go there to eat or shop. I think this definitely instilled in me the mentality to look at everything from a “value for money” perspective.

I carry these lessons with me in my investing strategy, ensuring that I balance risk and reward, and always seek opportunities for growth while being mindful of potential pitfalls.

His top finance tips: