Azran Osman-Rani, CEO & Co-founder of Naluri
Many Malaysians are already familiar with the remarkable journey of this visionary leader, renowned for his pivotal roles in shaping the landscape of two prominent Asian enterprises. He is widely recognized as the founding CEO of AirAsia X, where his strategic leadership and unwavering determination propelled the airline to new heights, democratizing long-haul travel for millions. "Now everyone can fly" is being made a reality by AirAsia X.
Following this groundbreaking success, he went on to lead iflix, a revolutionary streaming service, masterminding its impressive expansion across more than 20 countries. His sharp business sense helped iflix become a major entertainment company by finding and using new market chances.
As an Ironman triathlete, his passion for health and fitness led him to his latest venture, Naluri.
This innovative digital therapeutics solution represents the culmination of his dedication to leveraging cutting-edge technology to make wellness not only more accessible but also significantly more effective. At Naluri, he is channeling his extensive experience in scaling businesses and his innate understanding of consumer needs to address critical gaps in healthcare delivery, aiming to empower individuals to take control of their health journeys with personalized, evidence-based support.
From AirAsia X to Naluri — A CEO Building with Purpose
Azran Osman-Rani is a serial entrepreneur with a remarkable track record of building successful ventures from the ground up. His entrepreneurial journey is defined by a willingness to embrace the challenges of creation, rather than opting for the perceived safety of acquiring established businesses. This distinctive approach is evident in his significant contributions to the launch and growth of prominent companies such as AirAsia X, iflix, and most recently, Naluri.
While many aspiring business owners might favor the acquisition of an existing business or a franchise due to the allure of reduced risk, pre-existing infrastructure, and the promise of immediate cash flow, Azran has consistently chosen the more arduous, yet potentially more rewarding, path of building from scratch.
Driven by a strong sense of purpose, Azran tells /ignitio that he is motivated to undertake endeavors that benefit as many individuals as possible.
“Throughout my 30-year career, the last two decades have been dedicated to building new business ventures across a diverse range of industries. While these might appear disparate—from heavily regulated, capital-intensive businesses like establishing an airline from scratch, to video streaming with iflix, and now Naluri over the past eight years—I approach them with a consistent lens,” Azran explains.
My goal is always to make services more affordable and accessible to the mass market. I am essentially solving the same fundamental problem, just in different contexts.
My co-founders contribute their extensive industry experience and domain knowledge. I focus on building the venture from the ground up: developing a business plan, securing capital, assembling teams, and scaling operations.
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Making Wellbeing Accessible for All: How Naluri Merges Technology, Mind, and Health
Naluri, meaning "instinct" in Malay, refers to an innate, unlearned inclination to act or respond in a specific manner.
Azran's journey to establishing Naluri was deeply personal, stemming from his own challenges with health and the profound impact of his father's illness. These experiences brought into sharp focus a significant, often overlooked, void within the healthcare system: the critical lack of mental health support for individuals contending with chronic diseases.
He recognized that while the physical aspects of chronic conditions were addressed, the emotional and psychological tolls were largely neglected. This realization became the driving force behind his decision to build Naluri, a platform designed to bridge this gap and provide integrated care that encompasses both physical and mental well-being.
Founded in 2017, the company utilizes a digital platform, the Naluri app, to combine evidence-based interventions with human-led expertise. This approach delivers substantial health outcomes for healthcare payors at a reduced cost.
Today, Naluri is a digital health company offering personalized programs through technology, coaching, and clinical expertise. It helps individuals improve mental health, manage chronic conditions, and enhance overall well-being. Naluri also provides employers and insurers with analytical solutions to quantify health improvement value using its proprietary mental health dataset and health economic models.
Tough time is often the turning point for better opportunities.
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Speaking about Naluri’s early challenges, Azran tells /ignitio that one of the toughest hurdles was convincing major corporate clients to take a chance on a young startup without a proven track record. The challenge didn’t end there — turning small-scale trials and proof-of-concept projects into scalable, revenue-generating programs proved to be an even greater test of perseverance and strategy.
During the COVID-19 pandemic, the onset of Covid presented another immense obstacle. During the initial months, all corporate clients halted employee health programs, prioritizing Covid protocols. This resulted in a sudden loss of all revenue, forcing Naluri to find ways to survive. Azran quickly realized the Naluri app needed a major update to meet what people wanted. This sharp focus on its main goal helped Naluri become a vital medical app, making it a big success. Azran's quick thinking and smart business sense were crucial in taking Naluri to the corporate level.
On June 9, 2021, Naluri announced it had closed a US$5 million Series A funding round. Naluri secured funding, including from a government program, to help it innovate and grow. The pandemic also increased demand for digital health services like those offered by Naluri, particularly for mental health issues like stress and anxiety.
The pandemic tested Naluri’s resilience like never before — but instead of slowing down, it became a catalyst for reinvention and growth. What felt like survival has become Naluri’s springboard.
Swim. Bike. Run. Build.
— Azran Osman-Rani’s Entrepreneurial Triathlon
Azran's entrepreneurial journey, from AirAsia X to iflix and now Naluri, is akin to a triathlon, with each venture embodying a different discipline.
AirAsia X: The Swim
Azran considers swimming the most challenging sport, having only learned at 40. It's highly technical, much like golf, where technique outweighs brute strength. A 10-year-old, with proper form, can outpace a fit 30-year-old. Similarly, the airline industry is incredibly technical, heavily regulated, and was entirely new territory for him.
iflix: The Cycle
iflix, for Azran, is like cycling—demanding endurance and a significant investment in equipment, from carbon bikes to power meters. This mirrors the complexities of video streaming and transmission, which involve numerous technical aspects and telecom providers.
Naluri: The Run
Naluri is more than just a business venture; it represents the "running" leg of his metaphorical triathlon. Azran highlights its fundamental nature – raw, basic, and squarely focused on the long haul. Much like a marathon runner, Naluri is a venture built on the principles of organic growth and sustained, consistent effort. It favors a slow, steady approach, believing that real success comes from resilience and dedication. This shows a belief in natural growth and consistent effort for lasting results.
