KL, Malaysia
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About the campaign creator

KL, Malaysia
22 Campaigns | 0 Loved campaigns

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1.du-it is a Malaysian based start-up company founded in 2021 and dedicated to provide consumers the financial freedom and flexible payment options that caters to their budget.

2.du-it presents an opportunity for buyers to shop or enjoy the services they want, whenever they want, with payment convenience. With du-it, buyers can divide their payment into 4 equal, interest-free instalments.

3. Merchants and business providers can boost their sales with a du-it omni-channel solution by providing their customers the option to divide their payments without any risk to them, while getting paid upfront.

4. du-it is providing 2 services to their customers :

A. B2B Buy Now Pay Later (BNPL) service to the SMEs business owner

B. B2C BNPL system/technology provider to the business owner (white-labelling)

Introducing the first Shariah-compliant BNPL services in Malaysia for B2B

The globalisation for B2C BNPL services has already taken off. By tapping into the Malaysian B2B BNPL market, du-it strives to become one of the pioneers in this industry that also provides it in a Shariah-compliant manner (first in the world).

Solution-based Platform for SMEs in Malaysia

du-it’s primary focus is to serve SME/MSME clients in their dealings with other businesses which may require a higher credit limit than the average BNPL credit limit of not more than RM10,000, especially in bulk purchasing of inventory.

du-it will be offering a credit limit of up to RM50,000, depending on the client’s Risk Profiling results.

Management Team with Extensive Network

Backed and supported by a capable management team that have extensive networks and vast experience in their respective positions.

The Problem

Alternative financing options such as Buy Now Pay Later (BNPL) has been one of the most sought after options for consumers that prefer more convenient and flexible payment options that cater to their respective budgets. du-it assesses that while there are a lot of BNPL providers that cater to end customers, there are none for merchants. Hence, du-it would like to fill this gap by providing B2B BNPL services to SME business owners. Below are the SME pain points identified by du-it:-

According to SME Corp, there is a RM 90 billion funding gap

> Banks tightened up their credit requirements which makes it harder for small businesses to access funding loans

Only B2C BNPL services in Malaysia so far

> Lower credit limit provided by B2C BNPL player (maximum limit of only RM10,000)
> No higher credit limit solution for B2B businesses

High interest rate loan from bank

> SMEs are paying back loans with high interest rates


The Solutions

To address the above problems, here are solutions provided by the du-it team which is the du-it B2B BNPL Platform :

Company’s Product & Solutions:

du-it offers to provide instalment solutions to businesses dealing with other businesses (B2B) through a Buy Now Pay Later (BNPL) business model:-

> du-it provides a digital point of sale credit platform for SME/MSMEs at a higher credit limit than the average credit limit provided to B2C customers
> A combination of self-financing by du-it and 3rd party financing contributors

White labelling offering of du-it’s BNPL system technology to B2C providers

> Comes with optional technical support from du-it team


du-it is an Islamic fintech company which strives to provide instalment solutions to businesses using the “Buy Now Pay Later (BNPL)” business model to address the existing supply chain financing gap. du-it offers a solution that allows businesses to purchase their needs via an interest-free instalment plan. This makes B2B payments more efficient and a more rewarding experience with cross sharing of information within du-it’s ecosystem.

du-it’s business model comprises of two types of incomes; Primary and Secondary income:

Primary Income:

> Merchant Discount Rate (5% to 15% or higher)
> Transaction Charges (between 0.5% to 2%)

Secondary Income

> White labelling
> Subscription fees

Ethis Malaysia mission as a fully licensed Shariah-compliant entity in ensuring transparent circulation of investments and social impact to the community through the fintech industry via equity crowdfunding (ECF). Here are our initiatives:


1. Democratising Funding

Ethis Malaysia platform offers an alternative financing option via ECF and also working on diversifying our product offerings by also offering peer-to-peer (P2P) financing and secondary market options in the near future

2. Education

As a platform, Ethis Malaysia provides not only investment opportunities, but also education to investors, business owners and the mass public through our Academy programs.

3. Growing The Islamic Ecosystem

Malaysia has been one of the leading economies for Islamic finance for the past 9 years and will continue to do so by fully embracing the digital technology bursting through the Islamic economy.

4. Thought Leadership

Ethis Malaysia aimed to enhance the market awareness and provide knowledge on ethical investments through Impact Reporting, Publications and Conference.

One of Ethis Malaysia’s many initiatives to educate public on financial inclusion

Prayer Wear

Prayer Mat (Sejadah)

1. Muslim-Friendly Family Wellness and Spa Chain

ARA by Zaahara

Z-Active by Zaahara

Ethis Malaysia’s financial growth and traction is owed to the diversified customer base that has proven to be resilient as it minimises industry focused concentration risk.

The top performing deals came from the industry that had a good social impact on the society that flourished during the pandemic and continued to thrive further in this endemic phase.

Ethis Malaysia’s journey in circulating good in the real economy:

In 2022, Ethis Malaysia focuses in onboarding campaigns that had a high social impact and here are some of the good track record from the campaigns:

Sifu Tani’s go-to-market strategy would be direct sales & partnership.


Direct Sales

The Lemon Myrtle products including dried spice, herbal teas, essential oil and citrate will be sold directly to international processors which includes pharmaceuticals, cosmetics etc.



To align with strategic partners in order to increase our product range. Partnership to include international tea companies to promote Lemon Myrtle Herbal Teas, producers, processors, research institutes.

Their Value Proposition consist of:

Local market:

Locally, data compiled by the Securities Commission shows a cumulative total of RM221.63 million was raised via equity crowdfunding as at December 2021, compared to RM 127.73 million as at December 2010. The number of businesses (or “issuers”) have also increased by 33% in 2021 from 2020.

The reasons behind this performance are because of the growing awareness among investors to help the SMEs by investing into the company so the business can be sustainable. Besides, the pandemic accelerated the need to raise funds for the SMEs via the ECF platform. As MSMEs are the backbone of Malaysia’s economy, representing 97.4% of overall business establishments in 2021, we are sure that there will be an abundance of quality issuers that we can cater to help their financial needs.

Shafik Ali bin Raja Mohamed

Mr. Shafik holds a degree in Investment and Financial Risk Management from CASS Business School, London. Previously worked in Bank Negara Malaysia as an associate supervisor and in MaxMoney as Head of Online Business. He is a fintech enthusiast having years of experience in product incubation and development for large corporate startups.

Jason Wong Chee Hon
Director of Technology/Co-Founder

Mr. Jason graduated from University of Glasgow, Scotland. He is an industry expert with more than 20 years of experience in the financial and banking technology space. Currently runs a large software development company in Kuala Lumpur with many prominent banking clients both locally and regionally.
Predominantly serving the middleware technologies for banks and also serving other startups and SMEs on their digitalisation journey as a tech advisor and investor.

Dr. Nizam Shah bin Allabasc (Phd,CPA,CIMA)
Chief Risk & Compliance Officer

Mr. Nizam was previously attached to BNP Paribas Malaysia as an AVP. He has more than 16 years of experience in the financial industry in Malaysia. He is an expert in Islamic Banking and Finance with in-depth specialisation in areas of corporate governance, risk management, audit findings and business processes. Dr. Nizam holds several professional certifications in management and accounting. He advises du-it in matters relating to credit decision controls, compliance issues, business processes and risk management.

Zaahara’s 2016 Free Market Campaign. Free for All.

With Muslim Volunteer in 2017

Zaahara has won the team award under CGP

Ashraf Bakar

Ashraf Bakar | Founder & CEO

  • The Malaysian entrepreneur has been involved in livestock farming for more than 10 years. He has developed a network of farmers across Australia, Indonesia and Malaysia. His business was awarded the Malaysian Book of Record holder for being ‘The Largest Number of Sheep Slaughtered for Korban’ in 2019, in Johor.
Anuar Ridzwan Hamdan

Anuar Ridzwan Hamdan | COO

  • Over five years of experience in the agricultural industry. He is passionate with hands-on experience in Lean Six Sigma methodology. Former MARDI researcher involved in the 1st Dairy RFID project. Three years on East Coast Economic Region Development Council (ECERDC) project, deployed by Lean Six Sigma to lead the project towards self-sustainability.
Kenneth Soh

Kenneth Soh | CFO

  • Diverse experience in auditing, accounting, human resource, operations, project management, finance and agriculture. Former auditor of PwC and Counsellor of Ministry of Education Singapore for five years. Was involved in the Humanitarian Division of the United Nations for five years.
Zaid Hamzah

Zaid Hamzah | Strategy & Technology Advisor

  • A technology lawyer and entrepreneur with 35 years of professional experience in the legal, technology and government sectors. He was a former Director at Microsoft Inc, Chief Legal and Regulatory Officer of Telekom Malaysia and Senior Advisor at Singapore Telecommunications (Singtel).

a) Company Name: Sifu Tani Sdn. Bhd.
b) Date of Incorporation: 31 October 2011
c) Company Registration Number: 201101037987 (966121-A)

Wellnesspreneur Group (WG) is a wellness spa centre that offers quality massaging services derived from traditional techniques found in Malaysia, Indonesia and Thailand, while combining the best elements from each country in order to form the USP of Rehat~Rehat, the brand name under WG. WG is also offering its signature massage, Urutan Malaysia, which is endorsed by the Ministry of Tourism, Arts and Culture where it is a combination of Qi Gong therapy, the Indian head massage, and the Malay “urut” massage.

1.Negative perception of wellness and spa industry

The biggest challenge faced by legitimate operators in this space is the negative perception of the wellness and spa industry that was brought by some operators that offer inappropriate and non-massage-related services, hence ruining the image of the industry. In order to overcome this, an official spa RATING system has been implemented in the industry which is used by MOTAC.


2.Availability of Muslim-Friendly Family Wellness and Spas Centers

The existing requirements set by the main cities of local authorities, requires separation between genders is allowed by using curtains but there are customers who are still not comfortable with this arrangement. In addition to that, spas that are Muslim-friendly cater mostly only to female customers while male customers only have access to private sessions with a freelance massage therapist which leads to the next issue of a lack of availability of massage therapists because most wellness and spa centers mostly employ female massage therapists.


3.Non- Utilised Talent

According to the feedback from the Association of Malaysia Wellness & Spa, yearly thousands of students undergoing spa therapist training from its skill development institutes, colleges, universities by the government, only 10% have proceeded to work in this industry. This is because some female massage therapists, especially Muslims, are not comfortable providing massage therapy to male guests or they are not allowed to wear hijab when they are on the job. With the separation of genders in the outlet as well as providing the therapy to same gender of guests, it will help to create more job opportunities for both female and male graduates to venture in this industry.

Muslim-Friendly Family Wellness and Spa Chain

In order to provide both comfort and confidence to their guest, WG’s outlet aims to be the first recognised Muslim-friendly family wellness and spa chain in Malaysia by providing a designated area for both female and male customers and attended to by WG’s female and male employees. At the first phase of development open the outlets located in reputable shopping malls, the establishment in shopping malls would help to dispel the negative picture of the industry to ensure only legitimate businesses to be in the mall and also helps to give confidence to WG’s customers and also would carry a weight in terms of reputation and status.

In addition to that, WG’s spa therapists need to strictly adhere to the regulations implemented by the authoritative body, policies and procedures concerning spa operations which focuses on the privacy and comfort of the customers. For example, the body is to be covered in sarong, large bath towels or a massage blanket, at all times.

Hana Halim and Gavin Foo are both the current President and Vice-President Associations representing Malaysia Wellness and Spa accredited by (Motac) as well as the Rating inspector appointed by (Motac) respectively, both of them have strong connections with key players in the Ministry of Tourism and Culture (MOTAC) and in the industry. The associations are one of the key players in developing the signature massage for Malaysia called Urutan Malaysia which is the brainchild of MOTAC, as an effort to promote Malaysia as a tourism destination for spa & wellness treatment. In addition to that, they are working with the Islamic Tourism Centre (ITC), a division under MOTAC in coming up with a comprehensive guideline for Muslim-friendly spas in conjunction with the star RATING mechanism of spas and massage centers.

The founders have been in the business since 2013, with the first outlet in Setapak Central (Previously, under a company called Relax Odyssey). They have been receiving a steady amount of customers daily before the pandemic lockdown and are now slowly returning to normalcy after the lockdown has been lifted, with an average of 25 daily visits to the outlet and an average of RM100 worth of services per customer.

WG intends to expand the brand and franchise internationally starting with ASEAN and the Middle East.

Shariah advisory firm Adl Advisory has also produced an official shariah pronouncement letter to confirm the shariah status of this deal. View it here.

For more information on Wellnesspreneur Group, please visit the links below:

Ethis Malaysia does not provide any investment advice. All information is provided to help users of our platform make informed decisions. Users must rely on their due diligence before investing in any campaign hosted on our platform or raising capital on our platform. If in doubt, please seek the advice of an independent financial advisor. For further explanation, kindly refer to our risk statement page. 

“No shares will be allotted or issued based on this document after six months from the closing of the offer period.” 

“This issue, offer or invitation for the offering is a proposal not requiring authorisation of the Securities Commission under section 212(8) of the CMSA 2007.”

“This document has not been reviewed by the Securities Commission Malaysia. The Securities Commission does not recommend nor assumes responsibility for any information including any statement, opinion or report disclosed in relation to this fundraising exercise and makes no representation as to its accuracy or completeness. The Securities Commission expressly disclaims any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the information disclosed.”

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