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SG fintech firm Lendela names country manager, marketing head
Lendela has appointed James Lam as country manager and Imran Johri as head of marketing for its Singapore operations.
Lendela is a fintech platform that connects borrowers with loan providers and serves customers in Singapore and Hong Kong.
The company said Lam will oversee market development and operational execution in Singapore, while Johri will lead marketing strategy, including customer acquisition and retention.
Lam previously held leadership roles at Carro, Grab, and Unicorn Limo.
Lendela has facilitated over 400,000 loan applications since its founding in 2018 and raised US$5 million in series A funding in 2023.
The company works with more than 100 lending partners and operates in Singapore and Hong Kong.
🔗 Source: Lendela
🧠 Food for thought
Implications, context, and why it matters.
Performance marketers could benefit from a likely acquisition push
- With Imran Johri running marketing and customer acquisition, Lendela will likely expand paid channels in Singapore. That creates near-term openings for publishers. Affiliates (third-party partners who earn commissions for referrals) and performance marketers (marketers paid for measurable results like qualified leads or sales) can participate.
- Given its 100 plus lender network 1, partners who bring qualified leads (prospective borrowers who meet lender criteria) could gain if Lendela launches an affiliate program, especially among middle-income Millennials with a 23% rise in borrowing 3.
- Content sites in personal finance, home renovation, or wedding planning should explore terms now. If Lendela uses a cost-per-outcome model 2, it may offer competitive affiliate commissions to grow acquisition without fixed marketing costs.
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