DANA CICIL
- Timeframe
- Jun 2024 – now
- Role
- Product Manager
- Team
- Lenders, risk, engineering, design
- Company
- DANA Indonesia
Rp 16B → Rp 40B+Monthly disbursement capacity, after onboarding three major lenders.
Instalments in the wallet people already use.
DANA CICIL is DANA's PayLater: pay for what you need now, in instalments of up to 12 months, inside the DANA app.
Who it's for. DANA Premium users who pass an eligibility check. Each user gets their own limit.
Public product terms
- 10M
monthly transacting users, up from under 1M in two years.
- Rp 16B
a month: the most the original lenders could disburse.
- 12 mo
the longest instalment term.
Without credit, Rudi is short on 20 days.
See the numbers
| Day | Income | Bill | Balance |
|---|---|---|---|
| Day 1 | Rp 155.000 | – | Rp 330.000 |
| Day 2 | Rp 180.000 | – | Rp 385.000 |
| Day 3 | Rp 165.000 | – | Rp 425.000 |
| Day 4 | Rp 185.000 | – | Rp 485.000 |
| Day 5 | Rp 190.000 | Kos Rp 650.000 | −Rp 100.000 |
| Day 6 | Rp 135.000 | – | −Rp 90.000 |
| Day 7 | Rp 160.000 | – | −Rp 55.000 |
| Day 8 | Rp 210.000 | – | Rp 30.000 |
| Day 9 | Rp 155.000 | – | Rp 60.000 |
| Day 10 | Rp 150.000 | – | Rp 85.000 |
| Day 11 | Rp 100.000 | – | Rp 60.000 |
| Day 12 | Rp 80.000 | Motor Rp 400.000 | −Rp 385.000 |
| Day 13 | Rp 95.000 | – | −Rp 415.000 |
| Day 14 | Rp 95.000 | – | −Rp 445.000 |
| Day 15 | Rp 190.000 | – | −Rp 380.000 |
| Day 16 | Rp 145.000 | – | −Rp 360.000 |
| Day 17 | Rp 190.000 | – | −Rp 295.000 |
| Day 18 | Rp 210.000 | School Rp 200.000 | −Rp 410.000 |
| Day 19 | Rp 180.000 | – | −Rp 355.000 |
| Day 20 | Rp 200.000 | – | −Rp 280.000 |
| Day 21 | Rp 235.000 | – | −Rp 170.000 |
| Day 22 | Rp 135.000 | PLN Rp 120.000 | −Rp 280.000 |
| Day 23 | Rp 200.000 | – | −Rp 205.000 |
| Day 24 | Rp 185.000 | – | −Rp 145.000 |
| Day 25 | Rp 160.000 | – | −Rp 110.000 |
| Day 26 | Rp 135.000 | Data Rp 85.000 | −Rp 185.000 |
| Day 27 | Rp 210.000 | – | −Rp 100.000 |
| Day 28 | Rp 210.000 | – | −Rp 15.000 |
| Day 29 | Rp 200.000 | – | Rp 60.000 |
| Day 30 | Rp 215.000 | – | Rp 150.000 |
More capacity, then a reason to stay.
Three moves: fund more loans, make credit cheaper, reach people where they already pay.
Bring in three lenders
Requirements, negotiation and integration with three major lenders.
Reward paying early
Early Repayment Rebate takes credit cost near zero for some segments and pulls revenue forward from repayments.
Sell where people already pay
Cross-selling, in-app awareness and targeting lifted registration and payment conversion by nearly 50%.
Pay early, pay less.
Early Repayment Rebate is now DANA CICIL's main selling point. Drag to compare paying off early without it and with it.
- Open an instalment
- Pay early
- Rebate applied
- Limit frees up
Example screens, redrawn for this site. Not DANA's interface or data.
What moved, and what I'd change.
- +8%Conversion every month, from the rebate's UI/UX
- Near 0Credit cost for some user segments
- ~50%Higher registration and payment conversion
I'd ship the rebate before the next campaign. Cheaper credit kept people paying better than any push did.
DANA INSTAN