Thirteen Studio — software that runs your business

The team has built & shipped at

XenditHappy5ZeniusPawoonInvoice2go·BCATelkomsel

The problems we solve

You know the software you need. We build it.

Most businesses don't need another SaaS subscription. They need the one system that fits how they actually work.

Running on spreadsheets & WhatsApp

Orders, stock, and customers live in a dozen chats and sheets. Nothing reconciles, nobody trusts the numbers.

We build the platform that replaces them — one source of truth your team and investors can rely on.

Off-the-shelf tools don't fit

You're bending your business to the software instead of the other way around, and paying per seat for features you'll never use.

We build custom software shaped to your process — the workflow you actually run, not a template.

An idea stuck in a deck

You've got a product or a marketplace in mind, quotes from agencies that take months, and no way to test it fast.

We build it live in weeks — a real, premium product in your hands while the momentum is hot.

What we build

Products, not pages.

The systems your business runs on — designed to scale, built to last, shipped to production.

Marketplaces & platforms

Multi-sided products — listings, carts, seat maps, checkout that converts.

Fintech & payments infrastructure

High-reliability rails, disbursement, and gateways — the same rigor behind a payments unicorn.

Explore payments →

Enterprise dashboards & tools

Operations that run themselves — orders, stock, and real-time numbers investors trust.

Mobile & PWA

Installable, offline-ready, fast — native feel without the app-store tax.

Security, compliance & GRC

ISO 27001-grade security and audits that clear procurement for banking and enterprise clients.

Scaling & infrastructure

Kubernetes, cost control, and 99.99% uptime — architecture that holds under real load.

Legacy modernization

Greenfield rewrites of aging systems to a modern stack — without stopping the business.

AI & automation

LLM and image pipelines wired into what you run — assistants, extraction, content at scale.

Company presence & web

Website-in-a-day to a custom build — premium from the first pixel.

AI, actually adopted

We build with AI every day. Now we'll help you.

Everyone's talking about AI. Very few are shipping with it. We use these tools in production — and we take teams, brands, and individuals from curious to genuinely capable.

Not a slide deck about "the future of AI." A hands-on partner who has actually built AI into real products — and will sit with your team until they can too.

The scroll-scrubbed office film at the top of this page? Generated with AI, frame by frame. We don't teach from theory — we teach what we ship.

For companies

AI adoption & consulting

Find where AI actually saves money in how you already work — then build it, and train your team to run it.

Workflow audit & opportunity map
Custom AI tools & automations
Team workshops & enablement
An adoption sprint, not a report

For brands

AI content & creative

Content, image, and video pipelines that let a small team produce like a big one — the way this very site was made.

Image & video generation pipelines
Content & social at scale
Support & ops automation
On-brand, on-voice output

For individuals

AI coaching

1:1 or small-cohort coaching that turns AI into a real skill in your work — from prompting to building your own tools.

For founders, professionals & creators
Hands-on, on your real tasks
From prompting to building
1:1 or small cohort

How a company gets AI leverage — the four levels →

What you're really buying

Price isn't about hours. It's about the risk you remove.

Every project sits on one of four rungs. Each step up, you're solving a bigger, more expensive problem — not just adding features.

01~Rp 5jt

Be findable & credible.

A professional face that passes the check the moment someone decides whether to trust you.

You remove: the silent leak — the deals you never hear about because you didn't look real online.

02~Rp 20jt

Convert & differentiate.

A site engineered to convert and shaped to your brand — with the first real layer of function.

You remove: traffic that earns nothing, and the monthly agency bill just to change a phone number.

03~Rp 50jt

Run the business on it.

A custom system the business actually runs on — dashboards, roles, payments, the workflow encoded.

You remove: the spreadsheet-and-WhatsApp drag and the growth ceiling. It pays for itself in labor saved.

04~Rp 100jt+

De-risk scale & reputation.

Fintech-grade reliability, security, and compliance — the pedigree of a team that's done it at unicorn scale.

You remove: the tail risk — the one incident (a breach, money in the wrong place, a failed audit) that costs 100× the build.

Not sure which rung you're on? That's the first thing we work out together — honestly, before you commit a rupiah. See how we price →

Selected work

Proof, not promises.

Live · in negotiation

WeProTicket

A premium concert-ticketing marketplace — event listings, seat categories, and a checkout that converts, backed by an admin dashboard that runs the whole operation. Mobile-first PWA, payments, and automated e-tickets over WhatsApp.

MarketplacePWAPaymentsAdmin dashboard

Read the case study →

wepro.◎ BSD, Tangerang

The Weeknd — Live in BSD, Tangerang

Festival ARp 1.250.000

Tribune BRp 850.000

Numbered VIPRp 3.500.000

Checkout — 2 tickets

1,842tickets sold

Rp 2.1Bgross

94%fill rate

Track record

Products we've built and shipped.

The team has designed and engineered products used across Indonesia and Southeast Asia — from a payments unicorn to edtech, POS, and performance software. Real products, real users, real problems.

Happy5Enterprise SaaS

Goals, work, and reviews scattered across tools that never drive real outcomes.

ARR grown 6.5× to $1.3M · ISO 27001 · BCA, Telkomsel

Co-founder & CTOCase study →

XenditPayments

Accepting and moving money across dozens of fragmented payment rails in SEA.

Owned the disbursement engine — IDR 30B+/month

Principal EngineerCase study →

ZeniusEdtech

Students memorizing to pass exams instead of learning how to think.

Full-stack developerzenius.net ↗

Invoice2goInvoicing

Small businesses chasing payments with manual invoices and spreadsheets.

Greenfield rewrite; scaled to a $625M Bill.com acquisition

Senior Engineerinvoice.2go.com ↗

pawoon.

PawoonCloud POS

Small merchants running sales on paper and cash drawers, with no data to grow on.

Scaled engineering 12 → 24 for nationwide SME rollout

VP of Engineeringpawoon.com ↗

SPG Usher IndonesiaMarketplace

Booking vetted event staff — ushers, models, promoters — without the informal chaos.

Built end-to-endspgusherindonesia.com ↗

POGI Padel ConsoleTournament ops

Running a 120-pair, 16-court national tournament by hand — scheduling, scoring, brackets.

120 pairs · 16 courts · live scheduling & brackets

Built end-to-endlive console ↗

How we work

From idea to live, in five moves.

01

Discover

We map the real problem, the users, and what "done" actually means.

02

Design

Flows and interface first — you see it before we build it.

03

Build

Production code in weekly increments. No black boxes.

04

Launch

Live, on your domain, tested — the Launchpad moment.

05

Support

Six months of care, or a retainer for the long haul.

The studio

Boutique studio. Unicorn-scale experience.

Thirteen is a tight, senior team out of BSD, Tangerang — small enough that you work directly with the people building your product, experienced enough that we've done it at the scale most agencies only talk about.

12+

years shipping software

6.5×

ARR growth at Happy5

$625M

Invoice2go → Bill.com exit

30B+

IDR/mo processed at Xendit

ISO 27001

security certified, zero findings

45+

engineers led, <10% turnover

Reydi Sutandang

Founder · Co-founder & Fractional CTO

12+ years scaling B2B SaaS and fintech. BSc Computer Science, BINUS. Featured on The CTO Show; long-time mentor with Gerakan Nasional 1000 Startup Digital.

Grew Happy5's ARR 6.5× to $1.3M and closed a landmark $1.1M, 5-year enterprise contract — securing clients like BCA and Telkomsel.
Owned Xendit's disbursement automation engine, processing IDR 30B+ ($2M) every month, and led its first credit-card gateway integration.
Shipped at Invoice2go through its $625M acquisition by Bill.com — a greenfield rewrite to a modern stack that carried the platform's hyper-growth.
Led ISO 27001 certification with zero major findings, and scaled a Product & Engineering org to 45+ with under 10% annual turnover.

Let's talk

Got something worth building?

Tell us the problem. We'll tell you honestly whether we're the team to solve it.

WhatsApp us → See the work

We build the software your business runs on.