Startup Founder Who ‘Failed Heroically’ Somehow Still Buys $2M Villa in Bali
An Indonesian founder shuts down his startup, walks away with millions, and buys a $2M Bali villa. Failure never looked so rewarding.
BALI — Local startup founder Adrian Santoso described his company’s collapse last month as “a devastating personal and professional failure” while simultaneously posing for photos in front of the infinity pool of his newly purchased $2 million Bali villa.
“I want to be clear: this has been the most difficult period of my life,” Santoso told reporters. “The pain of letting go of my team and closing the company will stay with me forever.”
The pain, however, has apparently not stopped him from buying a clifftop property with ocean views and a private yoga deck.
Santoso, raised over $180 million for his now-defunct delivery app, SwiftDrop. The company shut down after years of burning cash and offering discounts so generous customers were essentially paid to use the service. Despite this, Santoso sold part of his stake during Series C, pocketed millions in “founder liquidity,” and has since been “taking time to reflect.”
In the world of Indonesian startups, failure has long been treated as a badge of honor, but Santoso’s case is prompting questions about just how lucrative “failing heroically” can be.
“Yes, the company didn’t work out,” said one early investor. “But Adrian demonstrated resilience, vision, and, most importantly, the ability to negotiate generous secondary sales.”
Former employees were less poetic. “He told us we were like a family,” said ex-marketing manager Rina Lestari, “then sold enough stock to buy a villa while we were signing severance agreements. I guess in this family, Dad gets the house.”
Industry analysts say this is part of a broader pattern where founders who “fail gracefully” emerge not as moral tales, but as in-demand advisors, keynote speakers, and podcasters.
Santoso already has three speaking engagements lined up titled ‘What I Learned From Failure,’ each rumored to have a five-figure appearance fee.
The villa itself, a minimalist concrete-and-glass masterpiece overlooking the Indian Ocean, has quickly become a hub for “curated founder retreats,” where Santoso offers “mentorship” to up-and-coming entrepreneurs.
Participants, who pay thousands to attend, are promised “authentic insights” into failure, delivered between sunset cocktails and paddleboard sessions.
When asked if he felt any guilt about profiting from his failed company, Santoso shook his head. “Failure isn’t the end. It’s a beginning,” he said, gazing out at the sea. “It’s about taking the lessons, pivoting, and moving forward.”
Critics point out that SwiftDrop’s investors lost tens of millions and hundreds of employees are still looking for jobs. Santoso insists he thinks about that “every day,” adding that he’s already considering launching another startup “when the timing feels right.”
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