What SECHA HOME does

SECHA HOME is an Indonesian proptech startup founded in 2022 and headquartered in Jakarta Pusat that integrates home renovation design, bank-backed financing, and construction execution into a single consumer-facing platform targeting Greater Jakarta homeowners. The company's core technology combines several proprietary modules — HomeGenie (a styling concierge tool for visualizing and furnishing properties), Studio+ (a premium design operating system that connects qualified projects to contractors), the SECHA Style DNA Sequencer (a psychographic assessment that maps users to design archetypes), and a Financing Assistant calibrated to partnered bank rates (10% p.a., 0% upfront, 20% downpayment) — packaged into a three-phase workflow branded as 'The Journey' (Design, Fund, Live) with app-based progress tracking. Customers submit inquiries through the company's website or WhatsApp and are routed to a concierge team that scopes projects, runs the design process, facilitates Permata Bank and other Tier 1 bank loan origination (US$8,000–US$25,000 ticket sizes), and manages contractor delivery.

The business model is transaction-based: SECHA earns one-time fees on completed renovation projects plus a transaction/revenue-share component from facilitating bank-backed financing, with gross margins of 12–28% on completed projects. Go-to-market is consultative and sales-led via WhatsApp and the website, supplemented by a two-sided partner network that includes real estate agents (HomeGenie channel for 'Renovation-Ready' listings) and building contractors (Studio+ network for qualified, financed projects). Cumulative disclosed revenue is approximately US$200,000 from dozens of projects against early-stage funding of US$200,000 from Antler, BonBillo, Startupbootcamp, and Startup Studio Indonesia; the company is currently raising a US$1M seed extension to scale across Greater Jakarta, where management cites an annual renovation opportunity of 150,000–250,000 projects.

Name

SECHA HOME

Legal name

SECHA

Website

https://sechahome.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

SECHA HOME is an Indonesian proptech startup that integrates home renovation design, bank-backed financing, and contractor execution into a single platform serving homeowners undertaking renovation projects in Greater Jakarta.

Ownership category

akta.pro rank

Product category

Home Renovation Services

NAICS

Residential Remodelers (236118), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

General Bldg Contractors - Residential Bldgs (1520), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Interior Layout Changes & Space Replanning (Non-Structural) (HSAPAFAJ)

akta.pro secondary industries

Home Improvement & Contractor POS Financing (FSAKAFAJ), Renovation Mortgage Origination (FHA 203(k), HomeStyle, CHOICERenovation) (FSALAAAL)

Keywords

• Home renovation services
• Renovation financing platform
• Integrated design construction
• Proptech solutions Indonesia
• Bank-backed renovation loans

Headquarters

HQ city

Jakarta Pusat

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Renovation Project Fees: The company earns revenue from fees on completed renovation projects, combining design, construction, and financing services into a single integrated offering. The company has generated approximately US$200,000 in cumulative revenue from dozens of projects.
2. Bank Financing Partnership Revenue: Secha Home partners with Permata Bank and other Tier 1 bank partners to offer structured monthly payment plans for renovations. The company earns fees or revenue share from facilitating bank-backed financing for renovation projects ranging from US$8,000 to US$25,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

SECHA HOME integrates precision design, bank-backed financing, and construction management into a single platform for Indonesian homeowners undertaking renovation projects. The company delivers move-in-ready homes with 0% upfront cost and 20% downpayment through partnerships with Tier 1 banks (including Permata Bank) at 10% p.a. interest, covering renovation projects ranging from US$8,000 to US$25,000. Its proprietary tools HomeGenie (styling concierge) and Studio+ (premium design OS) connect homeowners with vetted contractors and integrated financing.

Product overview

SECHA HOME operates as a unified platform-plus-modules architecture combining three core proprietary products: HomeGenie (styling concierge and furnishing service), Studio+ (premium design OS and contractor management), and SECHA Style DNA (aesthetic preference mapping tool). These are supported by a Financing Assistant feature and integrated into the company's core service offering called 'The Journey' — a three-phase process (Design, Fund, Live) that seamlessly connects in-house design studio services, partner bank financing, and expert construction management. The platform enables homeowners to undertake renovations from US$8,000 to US$25,000 with zero upfront cost and 20% downpayment, leveraging partnerships with Tier 1 Indonesian banks including PermataBank.

Differentiator

Problem solved

Functional benefit

Brands

• HomeGenie: Styling concierge service for real estate agents and homeowners to visualize and sell 'Renovation-Ready' homes.
• Studio+

Products and services

• HomeGenie

Quantifiable outcome

• 0% upfront cost required for renovation projects
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweeten: US-based renovation marketplace that matches homeowners with vetted general contractors and supports project financing. Closely comparable business model — matchmaking homeowners with contractors and integrating financing — though operating in a mature US market vs. Secha's emerging-market play.
• Pro.com: US home services platform offering design, contractor matching, and project management for residential renovations. Comparable integrated-service approach; differs in market maturity and the absence of an integrated bank-financing product at scale.
• Pinhome: Indonesian proptech super-app offering property listings, mortgage brokering, and home services including renovation. Most directly comparable Indonesian competitor given overlapping geography, mortgage-broker role, and home services portfolio.
• Livspace: Asia's largest home interiors and renovation platform operating an integrated design-to-execution model with vendor/contractor marketplaces. Directly comparable to Secha Home's design-plus-managed-execution offering; differs primarily in geographic focus (India/SEA vs. Indonesia) and absence of integrated bank financing at Secha's scale.

Others

• KoinWorks: Indonesian fintech providing SME and consumer credit including home renovation financing. Comparable as an Indonesian financing infrastructure peer that could partner with — or compete against — Secha Home in distributing renovation credit.

Broad incumbents

• Rumah123: One of Indonesia's largest property listing portals (part of PropertyGuru group). Comparable as a large Indonesian property marketplace incumbent with overlapping homeowner audience; lacks renovation financing integration.
• Houzz: Global home renovation marketplace and design platform connecting homeowners with professionals and offering project management tools. Compares as the broader incumbent category leader; lacks Secha's bank-financing integration and emerging-market focus.
• Build.com: Large US home improvement e-commerce and services platform. Comparable as a broad home improvement incumbent, though operating in a different category (product-led e-commerce vs. Secha's service-led integrated model).

Emerging players

• Travelio: Indonesian proptech focused on managed rental properties with adjacent home services. Comparable as an Indonesian home services platform with shared geography; differs in primary rental focus and lack of renovation financing integration.

Regional players

• Jendela360: Indonesian property marketplace and broker platform with growing home services exposure. Comparable regional Indonesian peer in adjacent property services; less directly focused on integrated renovation financing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SECHA HOME