From Freelancer Gap To Global Platform. Nur Khairah Abdul Rahim, Co-Founder Of Independents Shares
Who is Nur Khairah Abdul Rahim in your eyes?
Nur Khairah Abdul Rahim is someone who is not afraid to ask questions, who cares deeply about the why, as much as the long-term impact of initiatives. She is willing to go down the less trodden paths and strives to think and innovate creatively, even if it means being misunderstood or disliked.
Deeply passionate about human freedom, especially the right to pursue meaningful, flexible work that plays to our unique strengths, she’s channelling this mission through Independents. Her goal is to open doors for Asia’s creative and marketing talent, making excellence accessible regardless of geography, background, or convention.
What was that one moment you knew this platform needed to exist, and what made you commit to building it no matter how hard it got?
It hit me when I was on the other side of the table, racing against deadlines, drowning in briefs, and struggling to find the right talent fast. Traditional agencies, while polished, often felt clunky and overpriced. On the flip side, freelancer platforms left me doing all the vetting and second-guessing. I realised there was a gaping hole between the two. That was the moment. I knew there had to be a better way. The one that delivered curated, high-calibre talent without the bloated overheads or the guesswork. Independents became my answer, and I committed to building it so others wouldn't have to settle for less.
Building something global in Southeast Asia is no small feat. How did you keep going when it felt like the odds, or even the world, were against you?
Marketing and advertising are global languages. Talents based in the growth region of the world, Asia, are more than capable of speaking them fluently. Yes, the journey was uncertain. But what kept me going was the belief that world-class talent exists right here in our region and that with the right platform, they could rise, compete, and lead on the global stage. Independents is proof of that.
Many people dream, but few actually build. What did you have to let go of yourself or your surroundings, to make space for this dream to grow?
To build something real, I had to let go of something just as real as certainty. I walked away from the steady paycheck, the comfort of clear titles, and the safety of a predictable career ladder. In return, I found something far more powerful: creative freedom, ownership, and the raw exhilaration of building from the ground up. I’ll never forget the moment we landed our first client, holding a steady smile as they validated everything we had built, while inside, my heart was quietly erupting with disbelief and joy. Once you’ve experienced the rush of carving your own path, there’s no unlearning it. You just keep going.
Who are some of your clients, and how have you added value?
Our clients include leading MNCs such as DBS, IHH Healthcare, and more, where we’ve assembled agile, cross-functional teams of strategists, writers, designers, animators, digital marketers, and e-commerce specialists to support high-impact campaigns and strategic initiatives, within a 48-hour start time. We also work closely with top-tier advertising agencies like MullenLowe and TBWA, providing them with a recurring pool of vetted, high-quality creatives to meet their fast-paced and evolving project needs.
Now that your platform serves corporations around the region, what's next?
We’re laser-focused on owning the sweet spot, projects between $10,000 to $30,000, where agility, quality, and value intersect. With the rise of AI, we’ve evolved beyond talent matching into a consultancy that marries strategic insights with the right tech stack, workflow design, and team structures. Through fractional CMOs and expert strategists, we help businesses nail the AI productivity curve right where it matters most: amplifying marketing and accelerating sales. Our mission is to close skill gaps, minimise costly missteps, and empower teams to do more, faster, with smarter systems built for the future.
