Liarny, CEO, PT Asuransi Jiwa Starinvestama
We often hear a dozen different takes on what it means to be an entrepreneur. For some, it’s about starting from scratch—launching the next big idea or chasing untapped markets. For others, it’s about scale, speed, and standing out. But in industries shaped by long-standing norms, progress often comes through careful change—knowing what to adjust, when to pay attention, and how to lead with purpose in uncertain conditions. It’s not just about building new products; it’s about thinking with clarity and acting beyond convention, even when the path forward isn’t obvious. This thoughtful approach defines the way Liarny leads Starinvestama, a financial services firm in Indonesia focused on building reliable, long-term solutions. Under her indomitable leadership as a CEO, Starinvestama now stands as a more agile, human-centered insurance firm—one that’s reshaping Indonesia’s financial landscape while staying true to its core values.
For Liarny, growth isn’t driven by tools or trends alone. It starts with people—creating systems that support them, building teams that learn and lead together, and offering solutions that add genuine value to everyday lives. At Starinvestama, that philosophy shows up in the way services are digitized with care, and how client needs are not just heard, but anticipated and acted upon. “From my perspective, entrepreneurship is the courage to think differently and act beyond the confines of tradition, even in an established industry like finance. It involves creating sustainable value, developing people, and consistently responding to market needs, Liarny emphasizes.
The Profound Journey to Prominence
Before taking the helm at Starinvestama, Liarny spent more than two decades in the financial sector. Her experience in senior leadership roles across multiple companies not only deepened her understanding of the industry’s inner workings but also shaped her instincts for leading through change.
In an industry where stability often overshadows change, Liarny developed a strong belief that companies must evolve in tandem with the world around them. “I firmly believe that corporate transformation must continuously take place in line with ongoing developments. Especially with the rapid advancement of technology, transformation has become an integral part of ensuring the company continues to grow and evolve,” she elucidates.
Putting People at the Heart of Every Decision
At the core of Liarny’s leadership is something deceptively simple: listening. In a sector often driven by rigid systems, her approach begins with people—specifically, understanding what they need before deciding what to build. Whether it’s customers seeking clarity in their financial future or team members hoping to grow into their potential, Liarny leads by tuning in closely, asking the right questions. Her approach to innovation at Starinvestama reflects that philosophy. Every product begins with listening to the customers’ needs, every strategy with careful observation. “We use data to identify what our customers need and design product solutions that are not only relevant today but also remain valuable in the future. We build technology-based financial products with the principle of sustainability, always striving to maintain customer trust,” asserts Liarny.
Leadership Grounded In Integrity, Empathy, and Learning
Liarny describes her leadership style as participative and quietly transformative. Rather than leading from a distance, she believes in working closely with her team—listening, involving, and creating the space for individuals to improve their skills at their own pace. In her view, people thrive when they feel trusted and supported, not micromanaged. At the foundation of her leadership are three core values: integrity, empathy, and continuous learning. These aren’t abstract ideals—they are reflected in everyday decisions at Starinvestama, in the way feedback is shared, and how people are encouraged to take ownership of their work. Under her guidance, Starinvestama has shaped a culture that is inclusive and responsive, not just to external market shifts but to the evolving needs of its people.“We build a work culture that is inclusive, adaptive to change, and always prioritizes customer value. We also encourage innovation, ensuring every idea has room to grow,” opines Liarny.
Measuring Impact Beyond the Metrics
For Liarny, success isn’t defined by quarterly scores or customer feedback charts alone. While customer satisfaction remains a critical benchmark, it’s only part of a much broader picture. Under her leadership at Starinvestama, impact is measured through a more layered, long-term lens—one that values people as much as performance. Growth performance remains a key indicator, but Liarny places equal weight on internal strength—particularly the loyalty and well-being of employees. She sees team stability not just as an HR metric, but as a reflection of how well the company supports its people in real, day-to-day ways. A thriving workforce, in her view, is a driver of sustainable business health.
Another core marker of success is Starinvestama’s contribution to social sustainability. “A company has to matter beyond its margins,” she often says. That means creating value not just for shareholders or clients, but for the wider community the company operates within—through ethical practices, responsible innovation, and inclusive growth. At its heart, Liarny’s definition of impact is rooted in trust. If customers continue to rely on Starinvestama, and employees choose to grow with the company year after year, she sees that as the clearest sign that the organization is delivering something meaningful. Not just policies or products—but long-term confidence.
Building a More Inclusive Future for Insurance
In the years ahead, Starinvestama aims to deepen its presence across Indonesia—making insurance easier to understand and access. Over the next three to five years, the company’s strategic focus is firmly rooted in expanding public access to insurance—especially through digital technology and meaningful partnerships. Liarny is determined to break down long-standing barriers that have kept insurance out of reach for large segments of the population. By leveraging digital technology and forming strategic partnerships, Starinvestama is working to make coverage simpler, more affordable, and easier to understand. But accessibility alone isn’t enough. Liarny believes the future of life insurance lies in relevance—solutions tailored to people’s real needs, not generic offerings. That’s where data-driven innovation and service personalization come in, allowing Starinvestama to create more meaningful, human-centered experiences. Just as importantly, she sees education as a pillar of the company’s social impact. “Starinvestama will play a pioneering role in data-driven innovation, service personalization, and participate in educating people about the importance of financial protection,” she affirms with conviction.
Advice to the Next Generation
Drawing on valuable lessons from her own entrepreneurial journey, Liarny encourages aspiring entrepreneurs to embrace failure, take initiative, and stay determined. “While traditional sectors may present significant challenges, they also offer substantial opportunities. Focus on addressing real-world problems and seek the most straightforward, effective solutions,” she urges.
She also emphasizes the importance of building a solid foundation—starting small, validating ideas early, and letting the business grow with purpose rather than pressure. For her, resilience matters just as much as strategy. She advises young entrepreneurs to surround themselves with the right people, stay open to learning, and not let failure throw them off course.“Begin on a small scale, validate your ideas, and pursue sustainable growth. Build a robust professional network, and embrace the lessons that come from failure. Most importantly, remain steadfast in upholding your values and purpose,” she concludes.