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DMF_1st Version

Our Story

DMF founding team in remote online meeting sharing About Page screen — built after blind spots collapsed startups

Everything began with something we could not stop seeing.

Startups and SMEs with great products, real potential, and committed teams are collapsing silently. Not because they were bad at what they did. Because nobody warned them in time. The signals were always there, hiding beneath the revenue numbers, building quietly in the ratios nobody was tracking. By the time anyone noticed, it was already too late to act.

We have been close enough to these companies to watch it happen. Running lean teams ourselves. Juggling spreadsheets. Waiting weeks for reports while trying to make decisions that could not wait; whether to hire, invest, or hold back. We know what it feels like to rely on instinct when what you actually need is clarity.

That experience is not something we talk about lightly. It is the reason DMF exists.

We did not build this company from a whiteboard or a market analysis. We built it because we had seen the blind spots that silently collapse businesses, and we knew that a tool to expose them, in plain language, benchmarked against real industry data, was not built for founders like the ones we had worked alongside.

So we built it.

Why We Started with NoWen

Before any startup or SME can scale, hire, or expand, it needs one thing above everything else: clarity on what is actually happening inside the numbers.

That is why we started with NoWen. Not because finance is the most exciting place to begin. Because it is the place where blind spots are most dangerous and most common. Financial signals tell you what is coming before anything else does. Get those wrong and nothing else matters.

NoWen is a Financial Early Warning tool that connects to your accounting system and surfaces the signals hiding beneath your revenue in plain language, benchmarked against real industry data for your country and region, so you can act before a small problem becomes a crisis.

It is also the foundation of something larger, and we're just getting started.

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Founder reviewing NoWen financial early warning dashboard by DMF - calm, confident, blind spots revealed

​​Our Vision

"A future where every founder, regardless of background or expertise, can see what their business is really telling them, and act on it before it is too late."


We envision a world where startups and SMEs have access to the same business intelligence as enterprises, without the complexity and the cost.

Man pointing at sunrise horizon - DMF vision: founders seeing business signals before it's too late
Three female founders at desk reviewing dashboard - DMF mission: expose blind spots, prevent silent collapse

Our Mission

We exist to expose blind spots in your startups and SMEs to avoid unforeseen silent failure causing collapse.

​​The People Behind DMF

DMF is a small team with a clear mission, expose the blind spots that silently collapse startups and SMEs, before it is too late.

Headshot of Afiq, Head of Innovation at DMF Singapore

Afiq Rosli

HEAD OF INNOVATION

Afiq combines technical expertise and teamwork to drive experimentation and advance DMF’s product innovation.

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Headshot of Erwin, Co-Founder & COO at DMF Singapore

Erwin Tungol

CO-FOUNDER

Erwin builds a culture of integrity and growth, keeping DMF focused on the mission to expose the blind spots that silently collapse businesses.

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Headshot of Fella, CEO & Co-Founder at DMF Singapore

Fella Boudjema

CO-FOUNDER

Fella leads DMF with a Stoic mindset, turning challenges into opportunities and driving the mission to simplify business complexity.

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Early Contributors

Every great company starts with a few brave believers.

Our early contributors helped shape DMF’s foundation, from brand identity to market presence. 

Their work laid the groundwork for what DMF is becoming.

Headshot of Anatta, Early Marketing Architect at DMF Singapore

Anatta Lee

EARLY MARKETING ARCHITECT

Anatta built DMF’s digital presence from the ground up, launching campaigns and assets that introduced DMF to the world.

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Headshot of Uzeyir, Early Brand Designer at DMF Singapore

Uzeyir Ktk

EARLY BRAND DESIGNER

Uzeyir crafted the DMF and NoWen logos, establishing a clean, modern visual identity that defines the brand.

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The Story Is Just Beginning

We built DMF because we couldn’t stop seeing startups collapse from blind spots no one warned them about. NoWen is how we’re changing that, surfacing the early warning signals that revenue alone can’t show. See how it works, so your story doesn’t end too soon.

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