InterviewHow Korean startup became a financial lifeline for India's middle class
India is a massive financial market, yet few foreign startups have managed to break into it as successfully as Balance Hero, led by CEO Lee Cheol-won. Strict regulations and the difficulty of building consumer trust have posed significant barriers to entry. Lee zeroed in on a sweet spot: India’s massive middle class. Depending on the definition, they account for as much as half of India’s 1.4 billion population, but are often overlooked by traditional finance due to a lack of credit history. Founded in 2014, Balance Hero operates a nationwide-used microloan app in India called True Balance. It offers short-term loans ranging from 1,000 to 100,000 rupees ($1,170) to India’s middle-class population earning between 300,000 won and 1.2 million won ($876.3) per month. Using an AI-based alternative credit scoring (ACS) system, the technology enables fast, contactless credit assessments, typically completed in under a minute. By the end of last year, the platform had issued a cumulative total of 1.64 trillion won in microloans. Lee said he chose India in just seconds. "The market was virtu
Jun 15, 2025By Lee Yeon-woo