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A history of building, learning and experimenting.

SFL represents the entrepreneurial projects of Malaki and Teagen Southey-Faoagali-Latu.

Over the years, we’ve experimented with social media marketing, coaching, small business, technology and other ideas. Some worked, some didn’t, and each one taught us something about building, serving people and turning ideas into something real.

We don’t see entrepreneurship as having one perfect idea. For us, it has been a process of trying things, learning quickly and continuing to build.

What we’re working on now

Malaki is currently building RoaR, a social content platform designed to give people more agency over what they consume.

RoaR explores how intentional product design, different approaches to discovery and reduced reliance on vanity metrics can create a different kind of social media environment.

Visit RoaR →

Our journey

SFL Media — 2021–2022

We launched SFL Media as a TikTok-focused social media marketing business.

We initially worked with approximately five businesses for free while learning the market, developing our skills and validating whether businesses would find the service valuable.

In 2022 we acquired our first paying client. The client later closed their business and we eventually stopped actively operating SFL Media.

SFL Coaches — 2025

We later experimented with SFL Coaches, a business coaching concept focused on helping leaders and small-business owners think intentionally about business, leadership and life.

The project helped us continue learning about customer problems, positioning and building services around our own experience.

RoaR — 2026–Present

Malaki is now building RoaR.

RoaR is a much bigger product experiment: exploring what social media could look like if user agency and intentionality were treated as core product objectives rather than secondary features.

Learn more at RoaR →