Product leadership · Payments

Building and scaling Cashplus

In 2021 I proposed to the C-level that the group, whose demand came from retail and end users, should serve that segment directly instead of only through agents. That became Cashplus, a multi-platform digital payments product. As the sole Technical Product Manager on its founding team, I designed it from scratch; today I lead product for the whole group, Cashplus and Metro Reload, as VP of Product.

Role and period: Technical Product Manager (Metro Reload Group and Cashplus) · Jan 2021 – Sep 2026
VP of Product, Metro Reload Group and Cashplus · Sep 2026 – present (promoted after leading portfolio and provider decisions as TPM)
Main employment · PT Eltama Prima Perkasa
Live platform: cashplus.id

50K+daily transactionsCashplus, up from about 10K in its first year
30 → 1–2 dayspartner integration lead timeacross 30+ integrations
3,000+monthly active usersCashplus, B2B2C with SME merchants and agents
50K+Android downloadsCashplus app; downloads, not active users
3,000+SKUs and denominationsCashplus catalogue across telco, bills, e-wallets and transfers
3white-label and co-branded platformsPUAS Hub, Fifapay and SMSPay on the Cashplus core
78% → 96%transaction successCashplus provider routing and automatic rerouting

Context

The business needed a direct customer channel, new product categories, partner integrations and a delivery team. The product challenge was to make a broad supplier ecosystem usable and dependable for customers while working within development resources.

My role and the team

I designed Cashplus from scratch as the sole Technical Product Manager on its founding team and owned product definition across its portfolio: scope, supplier and partner sourcing, pricing and launch. I built the supplier, partner and institutional relationships behind its supply and distribution. Today I own portfolio prioritisation, product go/no-go decisions and provider routing strategy with the CEO, COO and CTO. I lead a team of 8 (2 Product Managers, 4 Business Development Managers, a Sales Supervisor and a UI/UX Designer) and coordinate with approximately 37 colleagues across product, project delivery, business development, support, finance, sales and marketing.

Decisions and trade-offs

Provider routing and automatic rerouting

In 2021–2022, transaction success was 78%. Each product was locked to one provider, so an outage or slow response meant a failed transaction and a support ticket, and retries on invalid numbers still reached processing. I mapped provider performance per product from internal analytics, defined routing rules on price, success rate and response time with automatic fallback to a backup provider, added validation that stops invalid numbers and repeated failed attempts before processing, and negotiated backup providers at no additional cost. Engineering built the routing engine. Within two months, success rose to 96% and failed-transaction tickets fell.

Progressive Web App before native iOS

A native iOS developer was outside the available resources. I proposed a Progressive Web App to extend access to iOS users while the team concentrated on the existing platform. The trade-off was a less native experience and iOS feature limitations; usage evidence could then inform future investment. Cashplus now reaches customers on both iOS and Android.

Adding flight and travel ticketing

Customers who paid bills and topped up in Cashplus also travelled, so we partnered with MMBC to add flight and travel ticketing to the app. I owned the booking journey, from search to payment and the issued ticket, on the same checkout customers already used.

BestDeal Plus

BestDeal Plus made supplier choices easier to compare. The backend considered provider prices, discounts and programmes, then returned a recommended option with alternatives. The product screen made those differences visible rather than requiring customers to compare providers themselves.

From consumer app to platform

Once the consumer product was stable, I extended the Cashplus core into a platform partners run as white-label or co-branded services (PUAS Hub, Fifapay and SMSPay, each with features for its own segment), and added international money transfer through licensed partner Bridgepay (Singapore), with partner banks as backup. Partners get a ready product; Cashplus gets distribution without building every channel itself.

Simplified conceptual flow, not the production architecture.

Outcomes

Cashplus grew from approximately 10K daily transactions in its first year to 50K+ per day and passed 50K+ Android downloads. Partner integration lead time fell from about 30 days to 1–2 days across 30+ integrations. The product grew from a consumer app into a platform that also powers white-label and co-branded services for PUAS Hub, Fifapay and SMSPay, with international money transfer through a licensed partner, and a catalogue of 3,000+ SKUs and denominations. These are outcomes delivered with the team.

Figures are rounded and describe platform or team results, not personal sales. Some partner and infrastructure details are generalized.

Inside the product

Real screens from the live platform. Personal data is masked.

Best Deal Plus: Every package shows the market price next to the Cashplus price, ordered by price, so customers compare in one glance instead of checking suppliers themselves. — **Best Deal Plus.** Every package shows the market price next to the Cashplus price, ordered by price, so customers compare in one glance instead of checking suppliers themselves.

Agent dashboard: Agents see successful, pending and failed transactions, their deposit and the monthly trend in one view, with agent network, rebate and profit reports alongside. — **Agent dashboard.** Agents see successful, pending and failed transactions, their deposit and the monthly trend in one view, with agent network, rebate and profit reports alongside.

One product catalog: Telco, bills, electricity, e-wallets, e-money, Umrah roaming, and local and international transfers in one catalog. — **One product catalog.** Telco, bills, electricity, e-wallets, e-money, Umrah roaming, and local and international transfers in one catalog.

International money transfer: Three steps for an international bank transfer: choose the destination country, add the recipient account, then transfer and send. Processed through licensed partner Bridgepay (Singapore). Destination countries are masked. — **International money transfer.** Three steps for an international bank transfer: choose the destination country, add the recipient account, then transfer and send. Processed through licensed partner Bridgepay (Singapore). Destination countries are masked.

FifaPay: white-label on the Cashplus core. A partner brand running on the Cashplus core, with features for its own segment: balance linked to a bank mobile app, bill payments, points and QRIS. Customer details are masked.

Best Deal Plus: step 1: One field to start: enter a Telkomsel number and the eligible packages load. — **Best Deal Plus: step 1.** One field to start: enter a Telkomsel number and the eligible packages load.