Scaling Consumer Lending: Building a Mortgage Business from Zero to Billions
Project Owner
Financial Service
Business & Operation Optimization
Brand & Experience
Overview
This is the project of leading the strategy, development, and execution of a multi-product consumer lending portfolio—focused on mortgage, personal loan, car loan, and multi-purpose loan offerings.
With full accountability over product, sales, customer experience, policy, compliance, and risk, the goal was to build a profitable and scalable lending business from the ground up. The primary highlight was launching a new mortgage product line in collaboration with Sinarmas Land, supported by a lean team and custom-built loan system.
Impact
Successfully grew the mortgage portfolio from zero to IDR 120 billion within 1 year, with a focused product offering and only 3 sales teams (15 people).
Spearheaded the development and launch of a custom mortgage loan system, built from scratch and fully operational within the same year.
Established a strong foundation for ongoing expansion across consumer lending products, while maintaining compliance and risk management.
Approach
End-to-End Ownership: Led the full spectrum from strategy and product design to execution and operations—ensuring product-market fit and alignment with business goals.
Lean Execution: Focused on speed and focus—deploying small but capable sales teams while building digital infrastructure in parallel.
Strategic Partnerships: Collaborated closely with Sinarmas Land to create a dedicated mortgage product tailored to property sales and buyer needs.
Risk-Aware Growth: Balanced aggressive portfolio targets with prudent policy design and regulatory compliance.
Process
Market Opportunity & Product Design
Assessed the market opportunity within the Sinarmas Land ecosystem.
Defined mortgage product features, pricing, and policy to match customer needs and risk appetite.
Team Structuring & Sales Enablement
Recruited and managed 3 focused sales teams with clear targets and support systems.
Implemented tools and scripts to optimize conversion and streamline lead handling.
System Development & Launch
Collaborated with tech and ops teams to design a fit-for-purpose mortgage loan system.
Oversaw the product development lifecycle, ensuring timely delivery and full functionality at launch.
Monitoring & Iteration
Tracked portfolio performance, adjusted strategy based on conversion and risk data.
Continuously improved both product offering and system experience post-launch.
