From Humble Beginnings to Marketing Innovator: Jonathan Eg’s Journey with Partipost and Start-Up Investments

Jonathan Eg’s entrepreneurial journey is one of resilience, strategic thinking, and passion for innovation. Raised in a family that faced financial difficulties, Eg credits his parents with instilling in him a deep appreciation for financial stability and wise decision-making. “These experiences instilled in me a profound sense of gratitude and a strong work ethic,” he explains.

His professional path began with a role in a family office, where he gained hands-on experience managing diverse investment portfolios. This, coupled with his technical background in electrical and computer engineering, laid the groundwork for his career in product development and ultimately the advertising and marketing industry.

In 2016, Eg co-founded Partipost, a platform that connects brands with nano and micro-influencers. “Traditional influencer marketing often overlooks smaller influencers who, despite having fewer followers, possess highly engaged and loyal audiences,” he says, highlighting Partipost’s unique value proposition. The company has become a key player in the influencer marketing space, fostering authentic campaigns that resonate deeply with consumers.

Eg’s investment portfolio reflects his strategic mindset, with a balanced approach across equity indexes, forex trading, and start-ups. He dedicates 10-20% of his investments to innovative businesses, a strategy he finds particularly rewarding. “Investing in start-ups resonates with my passion for innovation and supporting emerging businesses,” he notes. While he acknowledges early missteps in over-leveraging, he emphasises the importance of risk management and adaptability, lessons that have been pivotal in his success.

Among his achievements, Eg considers Partipost his best investment, not only for its financial returns but also for the personal and professional satisfaction it has brought. He and his team have navigated the challenges of scaling a start-up, securing funding, and growing a platform that connects thousands of influencers with brands. His story underscores the value of resilience, strategic planning, and a commitment to innovation, making him a standout figure in both the marketing and investment worlds.

Jonathan Eg’s top finance tips (from the original article):

• "Past performance isn’t always indicative of future performance

• Leverage your understanding of global currency markets and geopolitical events to make strategic trades.

• Ensure that each decision is informed by thorough analysis and knowledge."

Original article by Rosalind Ang for The Straits Times. Read more here or download the PDF below.

Me & My Money_ Investing in start-ups as a core asset _ The Straits Times.pdf

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