Febri Rusli

Background

About Febri Rusli

I am a digital banking, product, and innovation leader with 20 years of experience across financial services and consumer technology. I joined Jenius (SMBC Indonesia) before launch as part of the early founding team, shaping the product foundation, go-to-market strategy, and long-term digital roadmap. Over the past 9+ years, I’ve helped transform Jenius from a concept into one of Indonesia’s leading digital banks with 6.1 million users, strong ecosystem engagement, and a profitable business model. My work centers on building products that matter, solving real customer problems through thoughtful design, experimentation, and scalable technology. I lead cross-functional product, tech, and business teams to execute with clarity, speed, and ownership. Before Jenius, I spent a decade in consumer tech — driving flagship smartphone launches at Samsung Electronics Indonesia and building Sony Indonesia’s digital imaging category (Cybershot, Handycam, Alpha DSLR). I’m passionate about product development, innovation, and building digital banking experiences that improve customers’ everyday lives.