PlayMoolah becomes the winner of Echelon 2011 Startup Launchpad, an event as part of Echelon 2011 series of events. Echelon 2011 was held for 2 days, June 16-17, 2011 and the agenda was presentation, panel discussions and startup exhibition from various countries including Indonesia.

The event was held in University Cultural Centre (UCC) at National University of Singapore, as part of Echelon, also presented Startup Launchpad, the final part of Echelon 2011 Satellite held in Singapore, Malaysia, Hong Kong, and of course, Indonesia.

Presentations came from 11 startups, three of them from Indonesia, Fetch Fans, Moglue, LocoBuzz, JellyBus, SixReps, SecondCRM, TributeBallon (Cardinal Blue), Bouncity, WorkCrowd, PriceArea, and PlayMoolah.

At the end of the day the judges chose PlayMoolah as the winner of Echelon 2011 Startup Launchpad.

PlayMoolah is an online platform aimed for kids age 5-11, to show them how to save and manage their allowances, to help kids managing their own financial. Min Xuan Lee, co-founder PlayMoolah, explain that this Web platform can also provide special interface for parents so that they can see what their kids are doing, and fun and interesting interface for kids that will encourage kids to learn how to manage their financial situation. PlayMoolah also provides infrastructure for parents to get involved in this learning process.

At the moment, PlayMoolah is still in private beta, they have their own team of 8 and they are working in two countries, U.S. and Singapore. PlayMoolah aims at at least two market segment, consumer (US) and banks (Singapore). Unfortunately being private beta version I cannot get access to their service so I can’t write about my experience using PlayMoolah.

Here is a short interview between DailySocial and Min Xuan Lee, co-founder of PlayMoolah, and if you want to see their presentation video, you can see it here.

Disclosure: DailySocial is one of media partners for the event.