Capital and counsel
for Southeast Asian
founders.
— A partner who walks with you, not just invests.
Early-stage capital, financial counsel, and the right door into the next LP. Not a traditional VC, not a banker. A focused house for serious founders and investors in Southeast Asia.
Three doors, one mindset.
Founders need capital and someone who walks with them. LPs need quality deal flow with transparent structure. Operators scaling a company need someone who has sat on both sides of the table. Trendory sits at the intersection.
Building a startup in Southeast Asia?
If your product has traction, your team has closed at least one round, and the next raise is a matter of timing — we should talk. A first check or small follow-on comes with a partner who picks up when you call.
Pitch us →Looking for quality SEA deal flow?
Two ways into Fund I: anchor the $3–5M pilot, or co-invest via SPV on specific deals. Same terms, same governance, same LPAC oversight. Ticket from $250K.
Request LP deck →Scaling a company that has found its feet?
Financial modeling, raise preparation, structure review, access to our LP and operator network. Focused engagements, scoped case by case.
Discuss an engagement →Three specific things, one way of thinking.
A founder doesn't need seven investors on the cap table. They need one person who picks up at 10pm, a clean financial model for the next round, and a door into the right person at the next LP. Trendory aims to be that one person.
01Capital · Angel Invest$100–200K checks, decided in 3 weeks.
Pilot Fund I $3–5M, Singapore VCC, sole GP with active venture partners. 20–25 deals over 3 years into Southeast Asian founders at seed → pre-A. One partner per cap table — the same one sitting at IC.
- 01$100–200K ticket, thesis: SMB digitization × AI-native GTM
- 02IC decisions in 3 weeks, not 3 months
- 03Explicit follow-on commitments — not a 'maybe'
02Counsel · AdvisoryWalking with founders through the 2–3 weeks that matter most.
Financial models, 18-month runway scenarios, data rooms, pitch narrative, introductions into our LP network. Free for portfolio companies. For external founders, scope and fee are agreed case by case.
- 01Financial model and runway scenarios for the next round
- 02Deck, data room, and term-sheet review before investor meetings
- 03Introductions to LPs, family offices, and strategic co-investors
- 04External engagements: scope and fee discussed privately, case by case
03Co-invest · SPVParallel SPV — LPs don't have to choose between all-in and out.
Every deal Fund I backs opens a parallel, transparent SPV for LPs who want to co-invest. Same terms as Fund I, same LPAC oversight, side-letter flexibility by ticket. ILPA 3.0 compliant.
- 01Parallel SPV for every deal Fund I backs
- 02LP ticket from $250K, terms matched to Fund I
- 03Quarterly deal memo — full P&L and cap table
- 04LPAC oversight, ILPA 3.0 compliant
Behind the three pillars is an operator network, cross-referrals among portfolio companies, and AI-native growth tools — things that come with working with Trendory, not things we enumerate.
Six thematic focuses, living memos refreshed quarterly.
If you're building in one of these six areas, chances are we've read about you — or at least about the problem you're solving. Each has a living memo, open to any founder who wants to understand our angle before pitching.
Fintech for VN SMB
On top of MoMo, VNPay, Casso, Vietnamese SMBs still lack cash-flow visibility, short-term business credit, and invoice financing. We back vertical fintechs stacking on existing rails, not rebuilding from scratch. Not backing: consumer payments (saturated), crypto.
Consumer AI vertical · SEA
Winning consumer AI in SEA will not come from better models — it comes from proprietary data loops and cultural fit. We back apps with a moat on Vietnamese/SEA user data in education, health navigation, and personal productivity. Not backing: generic chatbots, ChatGPT clones.
Cross-border SEA logistics
SEA's digital economy reached $263B GMV in 2024 (e-Conomy SEA 2024) and is on track to surpass $1T by 2030 — yet intra-regional cross-border infrastructure stays thin. Cold-chain is the bottleneck for F&B and pharma. We back tech-enabled 3PLs, not asset-heavy fleets. Not backing: pure last-mile (commoditized).
We don't have a wall of logos to hang yet.
Fund I is choosing its first checks. If you're a founder past product, with traction, preparing a seed or pre-A round — you might be one of them.
An operator runs it. A fund invests. One way of thinking.
Trendory is an operator-led holding in Southeast Asia. Behind every check, every piece of counsel, every SPV is someone who has sat in the founder seat, paid the price for product decisions, and felt the weight of month-end runway.
Three principles Trendory runs on
Operators back operators
Built product, paid the price on an SMB P&L, felt a first check arrive. Every time Trendory writes a check, those years come along. Founders work with someone who has actually been there.
AI is a lever, not a substitute
AI handles sourcing, comps, memo drafts, portfolio monitoring. Humans hold IC, hold judgment, hold voice. There's a clear boundary between what AI does well and what AI quietly ruins — Trendory operates inside that boundary.
Small and honest, not big and generic
Fund I is a $3–5M pilot, not $30M. 20–25 deals, not 80. Every check comes with a real partner, not an associate tracking KPIs. Scaling is Fund II's problem — if Fund I proves the model.
The writer and the GP of Trendory Fund I are the same person. Essays may touch sectors the fund is actively investing in. Any specific mention of a portfolio company is disclosed clearly.
In what capacity can we partner with you?
A real partner reads every message. We reply within 48 hours — faster if you include stage, traction, and why now.