Old money versus new money.

Delhi rich versus Mumbai rich.

The social codes, the stereotypes, the slightly ridiculous behaviour that surrounds wealth and privilege.

On his Instagram account heyjns, Singh takes familiar observations about elite social circles and turns them into comedy. One of his most-watched reels starts with a flex that sounds almost too on-the-nose: it's cool, he says, to have a road named after your family in Delhi. The road is Gurumukh Nihal Singh Marg in South Delhi, named for his great-grandfather, who was Delhi's second chief minister and later Rajasthan's first governor, as ThePrint reported. From there the reel moves through elite schools, farmhouses, college counsellors who cost more than some degrees, and the performance of money in general.

Singh, 28, grew up in Defence Colony and later the farmhouse belt near Chhatarpur. He studied at Vasant Valley School before leaving for the US. His account now has close to 280,000 followers, many of whom are the exact class he's joking about. The satire works because he isn't looking in from outside. He knows the references because he lived them.

But when the camera turns off, the story changes.

Because Jaibir Nihal Singh is also co-founder and co-CEO of TraqCheck, a company building AI agents for hiring and background verification.

The company has raised funding from IvyCap Ventures, IIFL, and Peyush Bansal's family office, and now serves close to 300 enterprise clients including Reliance Retail, Randstad and Wipro.

Two identities that look unrelated. They aren't.

Singh didn't go to university planning to become a tech founder. He went to study film.

At Pepperdine University's Seaver College in Malibu, he majored in media production, now called screen arts. His summers were spent interning at production houses; he worked on the Indian production side of the Netflix film Extraction. Going into 2020, he had a Netflix job interview lined up. The plan was entertainment, full stop.

Then COVID hit. Productions stopped. Hiring froze. Singh moved back to Delhi with no job and no clear next step.

Around this time he reconnected with two friends from his US college years, Armaan Mehta and Rishabh Jain. Jain had already built technology that could query criminal databases, employment registries and education boards. Mehta brought a background in economics and investing from UCLA. Singh brought creative development and marketing. Founded in November 2020, the three of them built TraqCheck out of what each of them already knew, not out of a shared plan to enter HR tech.

For TraqCheck, the real test came when a bank gave the company a problem that was difficult to fake your way through. Singh got the meeting after sending hundreds of cold emails, with the product, Trace, on the line.

Background-check 1,000 existing employees in eight hours. The bankers didn't believe it was possible.

"We don't need the day. We only need a few minutes," Singh told them, according to Pepperdine's own account of the meeting. Minutes later, the system had flagged 18 employees with past criminal charges. The bank signed on as TraqCheck's first client.

TraqCheck now describes itself as building a Human Operating System made of specialised AI agents. Trace handles background verification. Nina, launched more recently, moves upstream into sourcing, reaching out to candidates, qualifying them and routing the vetted ones to recruiters directly, cutting out the search-and-filter tools recruiters currently rely on.

The company has raised money in stages rather than one clean round: a pre-Series A at a valuation above $14 million in 2024, a bridge round at a $17 million valuation in 2025 backed by Peyush Bansal's family office, and then an $8 million Series A in April 2026 led by IvyCap Ventures with IIFL participating. TraqCheck has since moved its registered headquarters to London while keeping an office in Delhi, and is using the fresh capital to grow its UK team and push further into Europe. Singh made Forbes 30 Under 30 and Forbes Asia's AI list in 2025.

None of that was on the table when three graduates with no jobs decided to build something out of what they already had lying around.

For most of startup history, founders built quietly and let the product do the talking. That's changing. Founders are now expected to be public before their companies are, whether through founder-led content, podcasts, or just being visibly online.

Singh's version of this doesn't look like the standard founder playbook of productivity tips and startup lessons. Most of his content has nothing to do with recruitment or AI. It's its own thing: sharp, specific, and clearly written by someone who has lived inside the world he's describing rather than observing it from a distance.

That's probably why the split works instead of feeling like a conflict of interest. Nobody watching heyjns is being sold TraqCheck. And the skills underneath both are closer than they look. A filmmaker studies attention. A founder pitching investors or closing a bank as a first client needs the same instinct: can you make someone care, fast, with no prior context.

The most interesting part of Singh's story isn't that a rich founder also makes funny videos. It's that his original plan (Hollywood, not enterprise software) fell apart because of circumstances entirely outside his control, and the skills he'd built for that plan didn't disappear. They just got redeployed.

Storytelling became pitching. Creative development became go-to-market. Understanding what an audience finds relatable became understanding what a bank executive needs to see in eight hours to sign a contract.

The lesson isn't really about privilege or content or even AI. It's that the skills you build for one career rarely stay contained to that career. Sometimes they become the edge you didn't know you were building.