Ameer Jumabhoy is co-founder of utu, a startup that is on a mission to redefine the tax-free shopping experience for travelers across 50 countries.

utu leverages innovative cross-border rewards technology, positioning tourists at the heart of the international shopping journey.

They recently closed a $33M deal led by SC Ventures and acquired CardsPal.

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👋🏼 How would you explain your job to someone outside tech?

I'm the co-founder at utu, a company transforming tax-free shopping worldwide by empowering travelers with the freedom to obtain higher value from shopping tax-free abroad. 

Say someone is due a refund of €60 ($~63); we are able to offer them an in-store tourist privilege of double the amount—a huge €120 (~$126)—to shop again for another item. When leaving the country, the tourist can also upsize the €60 ($63) to €84 ($88) worth of airline miles or hotel points in lieu of cash. 

My job is to bridge the gap between technology and the ultimate customer experience in the tax-free shopping realm.

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🧐 What's something about you or your job that would surprise us?

Despite working in a tech-driven industry, one of the most fulfilling parts of my job is solving human issues. 

At the core, technology serves people, and understanding, addressing, and navigating those human-centric challenges often brings the most profound rewards and impacts.

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🏆 What has been the biggest highlight of your career so far?

Honestly, it was seeing our business survive the pandemic. We had only launched our first set of tourist-focused products in November 2019, and just a few weeks later, the world shut down. 

We used the time wisely, devising new products and pivoting our strategy from handling the tax refund process to creating huge value-added products like utu Miles and utu Privileges that work with any tax-free system. 

This pivot saved us and allowed us to raise follow-on funding. The toll that something like COVID took was beyond just the business—it was psychological, emotional, physical, and commercial, rolled into one. So yes, to come out of that was the biggest highlight I would say. 

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🔍 What's a startup trend or space you're watching this year?‍

The trend I'm closely monitoring is the blend of fintech with customer-centric experiences. 

As the digital transformation wave continues, there's an increasing emphasis on personalized, value-added user journeys. With utu, we're at the intersection of this shift, especially as cross-border shopping and travel rebound. 

The rise of platforms that seamlessly integrate rewards and financial technology, all while prioritizing the end user, is shaping the future of global commerce. It’s exciting to both witness and be part of this evolution.

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💼 What advice would you give someone starting out in your industry? 

Starting out requires a blend of tech acumen and an understanding of human behavior. First, remain adaptable. This industry is ever-evolving, and flexibility is key. Secondly, always prioritize the end user. 

While technological advancements are important, it's the genuine human connections and the value you deliver to users that will set you apart. 

Lastly, never underestimate the importance of mentorship and collaboration. Building strong relationships within and outside your team can be the difference between scaling rapidly and remaining stagnant. 

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🗣 What's one thing you can keep talking about for hours? 

Arsenal Football Club.

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🎥 What's your favorite movie/TV show? 

A Beautiful Mind starring Russell Crowe.

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🍨 What's your go-to ice cream flavor?‍

I’m an ice cream purist—Häagen Dazs Vanilla.

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FYI. We've edited this interview for clarity.