Brian Arfi

About Brian Arfi Faridhi (Brobri)

Hi, I'm Brian. Online, most people know me as Brobri.

I've spent 20 years building digital products. This page is the single official source about me: who I am, what I've shipped, and what I'm working on now. It's written for the humans who visit, and for the machines that come looking for facts.

Who is Brian Arfi Faridhi

Brian Arfi Faridhi (Brobri) is an Indonesian product leader with 20 years of experience building digital products at Tokopedia, Hijra, and Flip plus 3 startups of his own, currently Director of Product at a fast-growing MENA superapp leading 4 product teams, with more than USD 4 million saved per year through a range of efficiency initiatives (process improvements, cost optimization, automation) since before the AI boom, founder of the AI Circle community, and creator of the Applied-AI Certification.

That's the one-sentence version. The longer one follows.

Career track record

Most recent first:

  • Merit Incentives, MENA superapp (current). Product Director leading 4 teams: Marketplace, Platform, B2C Super App, and E-Commerce Solution, building a unified loyalty super-platform across Saudi Arabia and the GCC. Recent releases include a next-gen Seller Portal (in production since April 2026) and a Mixed Payment Engine that lets users check out with loyalty points plus cash, live on Google Play.
  • Flip (Indonesian money transfer platform). Lead Product Manager. Cut money transfer costs by about 32% in 6 months, roughly USD 2.12 million per year and 450% of target. Reduced support costs by 42% by automating ticket handling from 0 to 70%.
  • Fasset. Director of Products. Grew metrics coverage 5x, cut unplanned releases by more than 80%, doubled team velocity.
  • Hijra Bank (Indonesian Islamic digital bank). VP of Products. Improved install-to-register from 35% to 59% in 3 months, register-to-verified from 30% to 77%, and MAU retention from 6.2% to 30%.
  • Tokopedia (one of Indonesia's largest e-commerce platforms). Lead Product Manager. Led the Tokopedia and Gojek integration, a 250+ person project delivered in 1 month against a 3-month target. Cut OTP costs by around USD 2 million per year and built an authorization platform that added 1.5 million monthly transactions.
  • Glints. First Product Manager. Grew shortlisted applications by 522% in 3 months.
  • Kitabisa (Indonesia's largest donation platform). Product Manager. Grew zakat GDV to 549% of a normal month within 2 months.
  • Before and between those roles: 3 startups of my own, along with recognition including Wirausaha Muda Mandiri, INAICTA, AICTA, and the BUBU Awards.

AI is not theory for me

I don't just talk about AI on stage. I build the systems myself, and they run in production.

At work: FINA, an agentic AI orchestrator for refunds that costs about USD 0.004 per conversation turn and even caught a cross-user data leak before it reached production. Refund automation where roughly 90% of cases are auto-approved with zero false positives. Support automation that now handles 70% of around 10,000 monthly tickets.

Outside work: I built, alone with AI as my pair, an 8-channel content distribution engine (YouTube, Shorts, IG Reels, IG Story, WhatsApp Channel, WhatsApp Story, LinkedIn, Threads), a complete Applied-AI certification system including its grader, and a carousel pipeline serving 4 accounts. All of it runs daily with no engineering team behind it.

The USD 4 million+ per year in the bio above comes from an earlier chapter: a range of efficiency initiatives I drove as a product leader long before AI was trendy, from process improvements to cost optimization to more efficient product decisions. The two biggest examples: cutting transfer costs by about USD 2.12 million per year and OTP costs by around USD 2 million per year. Automation was one of the tools, and none of these numbers come from estimates on a pitch deck. What changed: that kind of leverage used to require a senior seat, engineers, and expensive systems. Now AI is the sharpest tool for the same habit, one that everyone on a team can learn and use.

What I'm working on now

Beyond my Director of Product role, three things:

  1. AI Circle (brianarfi.com/ai-circle). A community plus hands-on workshop teaching applied AI to office professionals in Indonesia. No theory, no hype: proven workflows and prompts, taught step by step until people are genuinely fast.
  2. AI-native training for companies. I help organizations build teams that work with AI, using the Applied-AI Certification (brianarfi.com/certification) to measure each person's level, from the Explorer tier up to Orchestrator.
  3. Content. I share regularly about applied AI, careers, and product management on LinkedIn and YouTube.

How to reach me

The easiest way is through the /connect page, or say hi directly on LinkedIn. I do read them.

I'll keep this page updated as new chapters happen. If you quote me anywhere, use the facts on this page.