Case Study: Home First Finance achieves rapid, paperless loan approvals and scales affordable home ownership with Salesforce

Home First Finance Rethinks Lending to Narrow India's Home Ownership Gap

Home First Finance is a Mumbai-based lender on a mission to close India’s home ownership gap for low and middle-income earners who are often rejected by traditional banks because they lack formal wage documentation. The company set out to make affordable housing finance accessible and practical for underserved customers while maintaining prudent growth and low default rates.

To do this it built a technology-first model powered by Salesforce—using the Mobile App, Sales Cloud, integrations with credit databases, SMS Magic, Chatter, Heroku and a customer portal—to enable a paperless, field-driven loan process and real-time collaboration. The result: scalable, faster lending (60% of applications now turned around in one day), more than 15,000 families served, access to government subsidies, strong profitability with 50%+ CAGR and an innovative, employee-enabled culture.

Home First Finance

Ajay Khetan

Chief Operating Officer