Kugie was founded by Sena and Gerald, seasoned engineers with backgrounds at top firms like Traveloka and Google, to address recurring issues in digital product delivery for Indonesian lifestyle brands. Observing the constant cycle of vendors passing projects along, often leaving brands to retrofit and maintain products without ongoing support, they created Kugie as an embedded, collaborative digital partner. Unlike traditional agencies, Kugie integrates deeply with one client per vertical, owning the entire digital stack and maintaining long-term partnerships to grow alongside the brand. Their approach emphasizes transparency, shared goals, and retaining intellectual property. Committed to client-focused service, Kugie treats each brand like their own, fostering trust and sustainable growth rather than short-term projects.