Memberplus - Member Get Member
As part of our effort to boost user acquisition for Kreditplus Mobile, I led the development of Memberplus, a referral-based feature that incentivized existing users to invite others to apply for secured cash loans. The program aimed to turn loyal users into brand advocates by rewarding them for successful referrals.
South Jakarta, Indonesia
2010
Financial Services
$66.5 million (2024)
5,000+
Challenge
At the time, the cash loan team was struggling to generate new leads and meet disbursement targets. The existing marketing efforts—such as WhatsApp broadcasts, promotions highlighting ease of application, and digital ads—had limited reach and failed to drive consistent growth. We needed a more scalable and cost-efficient approach to attract new users.
Results
We launched Memberplus, a member-get-member system where selected users received unique referral codes to share with their network. When a referred user applied for a cash loan using their motorcycle registration (BPKB) as collateral and was approved, the original user received a Kpoin+ e-voucher as a reward. This initiative successfully tapped into the power of user networks to drive organic growth while reducing reliance on paid marketing channels.
20%
Referral Acquisition Rate
30%
Referral Conversion Rate
40%
Retention Rate
Process
Problem Discovery & Stakeholder Alignment: We identified challenges in acquiring new loan applicants through regular marketing channels. I collaborated with the marketing, sales, and customer service teams to validate the problem and align on key business goals. This step helped us frame the opportunity for organic user growth through referrals.
User Research & Competitor Benchmarking: To understand user motivation and behavior, I conducted internal interviews with frontline teams, analyzed user behavior data, and reviewed referral programs from competitor apps. These insights informed our feature requirements and reward strategy.
Solution Ideation & Scoping: Working closely with the design and engineering leads, we brainstormed potential solutions and evaluated them based on feasibility, impact, and resource constraints. We then defined the MVP scope for the Memberplus feature and outlined the referral flow.
PRD & Cross-Functional Handoff: I created a detailed Product Requirements Document (PRD) outlining user stories, business rules, referral criteria, and reward mechanisms. This ensured a clear understanding across engineering, design, QA, and legal/compliance teams before development began.
Development & Internal Testing: Throughout the sprint cycles, I coordinated with the engineering team to track progress and conducted internal UAT (User Acceptance Testing) to validate feature functionality. Feedback from QA and stakeholders was addressed before soft launching.
Pilot Launch & Performance Tracking: We rolled out MemberPlus to a selected user segment and closely monitored KPIs such as referral acquisition rate and referral conversion rate. I used early data to fine-tune the reward mechanics and ensure the referral system aligned with business targets.
Iteration & Optimization: Based on pilot results and user behavior, we iterated on the program—optimizing copy, improving in-app visibility, and adjusting eligibility criteria to increase engagement and retention.
“ Sometimes the best growth doesn’t come from ads — it comes from the trust users have in each other. We just need to make it easy and rewarding for them to share. ”
Conclusion
The launch of Memberplus marked a significant shift in how we approached user acquisition — by empowering existing users to become advocates. Through a lean, data-driven, and cross-functional approach, we successfully created a scalable referral system that not only improved loan application volume but also deepened user engagement. The project highlighted the importance of aligning business goals with user incentives, and proved that even small feature launches, when strategically executed, can deliver measurable impact.