How an Indonesian startup makes home renovation bank-financeable

This article is a part of Startup Spotlight, a series that features young, up-and-coming startups.

Image credit: Timmy Loen

Josephine Lovensa grew up watching her mother manage complex family renovation projects from end to end. She saw firsthand how the process was fragmented, with financing treated as an afterthought.

This insight, combined with her later experience in large-scale infrastructure, revealed a clear pattern: renovation fails when money and execution are disconnected.

Lovensa founded Secha Home to build the system she knew was missing. Her company turns renovation into a predictable, finance-ready process, giving homeowners a structured path to upgrade their properties.

😟 Problem

Home renovation in Indonesia is ineffective for the average homeowner. People must manage contractors, design, and financing separately, which often leads to stalled projects and budget overruns.

This issue particularly affects urban homeowners aged 25 to 45. Banks typically finance a property purchase but not the subsequent renovation, which can cost 20% to 40% of a home’s value. This forces people to rely on savings or high-interest personal loans.

💡 Solution

Secha Home provides a proptech platform that integrates design, construction, and bank-backed financing into a single service. The company manages the entire renovation journey, removing the burdens of homeowners. This makes upgrading a home feel like a structured investment.

Key features include:

• Integrated service that combines design, vetted contractors, and project management.
• Bank-backed financing with structured monthly payment plans through partner banks before work begins.
• Standardized packages that use clear scopes and timelines to control costs and quality.
• Milestone-based payments, with progress and payments tied to agreed-upon construction milestones.

Image credit: Secha Home

📊 Market size

Secha Home is targeting urban homeowners in Greater Jakarta, where around 150,000 to 250,000 renovation projects occur annually. The company’s typical project ticket size ranges from US$8,000 to US$25,000.

This translates into gross revenue of US$1,200 to US$3,000 per customer. Serving just 2% of this market could represent US$7.5 million to US$20 million in annual revenue potential from Jakarta alone.

🤝 Team

🚀 Traction

🏆 Competition

💰 Financials