Cashplus · Product leadership
Building a broader digital product ecosystem.
From an established B2B foundation to a platform serving customers, SMEs and partner communities.
- Role
- Technical Product Manager → VP of Product
- Period
- 2021 – present
- Visit platform
- cashplus.id
- 50K+transactions per day, from ~10K in year one
- 78% → 96%transaction success rate
- 30 → 4–7 dayspartner integration lead time, across 30+ integrations
- 99%SLA, with under 10 seconds average response time
- ~IDR 90Bmonthly transaction value · 30K+ MAU
01 Context
A new channel for an established business.
When I joined in 2019, the group ran only Metro Reload: a B2B host-to-host business processing around 300K transactions a day, selling prepaid, postpaid, data and electricity products, with no structured business development function. Cashplus was the chance to reach end users, SMEs and partner communities directly through B2C and B2B2C. That required new infrastructure, new channels, new product categories and a team that did not exist yet.
02 My ownership
Connecting product, business and delivery.
I designed Cashplus from scratch and built its first team. I introduced the building blocks the business did not have yet: cloud and data-center infrastructure, mobile and web apps, and the B2B2C model. I selected suppliers and built the partnerships behind the product, with banks, rural banks (BPR), cooperatives, private and state-owned companies, communities and Umrah travel agencies, carrying each from commercial agreement to live integration. Today, as VP of Product, I own the full Cashplus digital portfolio, lead two Product Managers and four Business Development Managers, and report to the CEO, COO and CTO.
03 Decisions
Access first, within the resources available.
Two decisions show how I work. First, the budget could not yet cover a native iOS developer, so I proposed a Progressive Web App with the same features as the mobile app. iOS users could use Cashplus immediately; we accepted a less native experience until usage justified the investment. Second, BestDeal Plus: instead of making customers compare suppliers, the backend checks provider prices, applies discounts and programs, and returns a ranked list with one recommended option and every alternative, in under 10 seconds. In both cases I made the case with data and side-by-side comparisons, not opinion.
Progressive Web App before native iOS
- Constraint
- No budget yet for a native iOS developer.
- The call
- Ship a PWA with the same features as the mobile app.
- Trade-off / result
- iOS users got access immediately; usage data later justified native.
BestDeal Plus: rank, recommend, show all
- Constraint
- Customers were comparing supplier prices by hand.
- The call
- Backend checks provider prices, applies programs and ranks them.
- Trade-off / result
- One recommended option plus every alternative, in under 10 s.
04 Outcomes & lessons
From zero to a super app.
Cashplus grew from zero to 50K+ transactions a day and expanded into transfers, BI-FAST, remittance, e-wallet and e-money top-ups, ticketing and Umrah/Hajj roaming. Transaction success rose from 78% to 96% through routing and automatic rerouting, and partner integrations dropped from 30 days to 4–7, with a 99% SLA and under 10 seconds average response time. The brand also lifted the B2B side: Metro Reload now handles around 1.2 million transactions a day. The results are measurable because I built the reporting system the business runs on.
What I would do differently
The PWA proved demand, but iOS limits features such as push notifications. I would set the trigger for going native earlier; the same usage data became the business case for the native iOS app.
Open to Product, Program & Project roles · MENA & global
Let’s build something that matters.
I’m exploring mid-to-senior Product, Program and Project Management roles, in fintech and beyond. Especially interested in MENA, and open to opportunities worldwide.
