Senang has quietly become one of Malaysia's most interesting insurtech stories. The company hit EBITDA profitability in 2024. Gross Written Premium reached RM44.9 million. They've expanded to the Philippines. And they've gone from a micro-insurance startup to something far more ambitious: a unified embedded finance platform that now covers protection, savings, and alternative credit.

But Senang has also gotten strange, in the best possible way. They've launched a pet insurance product that identifies your dog by its nose print; no microchip required. And a traffic delay insurance that pays out automatically when you're stuck on the PLUS highway, without you ever filing a claim.

CEO & Founder Sharian Raj returns to Open For Business to explain what 'embedded finance' actually means in 2026 and why he thinks Senang is building the financial supermarket for the 140 million Southeast Asians who have been underserved by traditional finance their entire lives.