Despite living in an era of empowerment and equality, women often make difficult choices when family responsibilities demand attention. Shocking statistics by The Economist reveal that around 47 percent of women quit their jobs after marriage and childbirth – often not by choice. When faced with such challenges, women are left with two options: to quit their careers and succumb to feelings of regret or to create opportunities for themselves. Stephin Divya Robinson, the Co- Founder of APPEXERT, not only chose the latter path but also decided to create opportunities for others. Today, through APPEXERT, she is revolutionizing remote work for both men and women who are juggling multiple roles or simply yearning to be with their families.

Women Entrepreneur Review is honored to share the inspiring journey of this mompreneur.

Take us through your foray into entrepreneurship in this unique niche.

Born and raised in a small village in South Tamil Nadu, I traveled two hours every day for a decent English medium education. From a very young age, I was determined to become a successful software engineer and achieve something big. Fueled by this ambition, I completed my Bachelor's and Master's degrees in Computer Science from Anna University. After graduation, I pursued my dream career in metros like Chennai and Bangalore. Just when I thought I had achieved my goals and my life was all set, life took a turn - I got married and relocated to a new city with greater family responsibilities at back. Like many other women, I chose to prioritize my family over my career and quit my dream job. Uncertain about my next steps, I started looking for a remote job to balance my personal and professional life.

Back in 2017, remote jobs were uncommon. The only way out was ‘Freelancing’ where job security was a threat. I eventually secured a full-time remote position with a Canadian-based Tech Startup through my connection. This marked a turning point in my life, revealing the flexibility of remote work and allowing me to explore verticals. I happily balanced my personal and professional life.

I questioned myself, 'What would it be if I didn't have this remote job?' - I would've ended my career and kept a full stop for all my aspirations. I knew I wasn't alone—many out there are sacrificing their careers for personal life. This is the trigger point to start APPEXERT, a platform connecting remote developers, enabling them to pursue their dream careers from their comfort space. APPEXERT is neither a freelancing platform nor a traditional service-based company – it offers the best of both worlds, allowing developers to work directly with interesting companies worldwide while providing flexibility and stability - that’s our Niche! Our ultimate aim is to create a unique and inclusive remote culture and be the 'Happiest Remote Developer Community in India.'

What were the major challenges you faced in the journey and how did you overcome them?

Initially, the lack of trust in a remote job was challenging. Developers and partner companies were skeptical about a 100 percent remote startup with no physical offices. Introducing our niche in an environment where it was uncommon was a significant struggle. Our strategy was ‘Honesty and Transparency’, we believe in building trust by being trustworthy. With additional Branding & Marketing efforts - Today, we've built a strong network of brand ambassadors comprising satisfied partner companies and developers who recommend us based on their positive experiences.

COVID-19 presented another significant challenge. The IT industry experienced a downturn with a recession and hiring freeze, hitting us hard as a HR tech startup. People around thought we were broke. However, despite being a small startup, we were prepared. Our early-stage planning helped us survive the situation and maintain our minimal churn rate.

What makes APPEXERT unique in the indus­try?

More than a company, APPEXERT operates as a developer community connecting thriving remote developers across India. This group of talented tech professionals collaborates with companies worldwide, supporting each other as like-minded individuals. This is possible only through the culture of trust we've built. At APPEXERT, we foster an inclusive work culture where developers feel valued and enjoy flexibility and stability with work-life balance on point. Our unique work culture and community make us stand out from the crowd.

What is the most cherishable milestone of your professional journey?

Creating a work culture that retains employees, with our first employee still with us after five years, is a major success.

Another significant achievement is passing the flexibility and benefits of remote work I experienced to others. We now have a team of around 50 developers enjoying remote work, staying close to family, avoiding unnecessary commutes and costs, and taking care of elderly parents. Providing this satisfaction and empowerment to others is my professional achievement. My mission is to become the largest enabler of remote work in the country, allowing thousands to work and live close to their homes.

What advice do you have for women entrepreneurs or leaders who aspire to become one?

I advocate for the empowerment of women. Currently, women hold less than 20 percent of leadership positions globally. The notion that women are unfit to lead in tech, especially among rural women who feel hesitant to engage in public discourse, should change.

As a mother of a toddler, I know balancing family responsibilities while pursuing a career is no easy feat. However, the rise of remote work presents an opportunity to achieve a better balance between personal and professional lives. Today, having a career is a necessity for every woman. Gender-based obstacles should no longer deter women as they are inherently powerful and fully capable of achieving their aspirations.

Stephin Divya Robinson, Co-Founder, APPEXERT

Stephin Robinson, the Co-Founder of APPEXERT, is breaking geographical boundaries and enabling developers to pursue their dream careers from their comfort space, staying close to their family roots. Through APPEXERT, she and her team are reshaping the remote work landscape and building the 'Happiest Remote Developer Community' in India.