Hanoi – May 15, 2025 – Established in 2020, Thien Khoi Group Joint Stock Company (Thien Khoi Group) has made remarkable progress to become a pioneering provider of an integrated technology ecosystem dedicated to training, networking, and supporting real estate consultants, agents, and investors across various sectors. After over five years of operation, Thien Khoi Group has expanded significantly, with seven branches and 31 offices across three major cities: Hanoi, Ho Chi Minh City, and Thu Duc. The platform now serves more than 40,000 active users, including real estate professionals and investors utilising its digital ecosystem.
What has enabled Thien Khoi Group to achieve such rapid growth and firmly establish its market position? Mr Nguyen Thanh Dung, Chairman of the Board and CEO of Thien Khoi Group, shared with us the company’s impressive and emotionally resonant journey to success.
Mr Dung, could you share more about the operating model that has enabled Thien Khoi Group to reach its current scale and position in the market?
Many people perceive Thien Khoi simply as a real estate brokerage or a conventional property firm — much like countless others. But in reality, the company operates on a very different model.
Thien Khoi is, in fact, a technology solutions provider that connects professionals in the brokerage industry. We have developed a digital platform — comprising a mobile application and website — that facilitates the exchange of information among agents. Within the real estate sector, agents who have listings from property owners and those representing buyers can engage through the platform to find suitable matches and close transactions more efficiently.
We recognise that one of the toughest obstacles in developing technology is building a strong user base. As of now, Thien Khoi’s platform has attracted over 40,000 users — a clear indication that we have successfully addressed that challenge. This achievement is not solely due to the strength of our technology, but also thanks to our emphasis on human engagement and strategic communication, both of which have helped convey the true value of the platform to the wider community.
Thien Khoi delivers three core values that resonate with what individuals genuinely seek when pursuing new career opportunities. The first is financial reward. As the userbase of Thien Khoi’s platform continues to grow, so does the volume and richness of data — creating a highly efficient environment for matching buyers with sellers. This significantly increases the likelihood of successful deals and, in turn, allows users to earn a stable and meaningful income.
The second value is flexibility. Thien Khoi does not impose constraints on time or location — users can access the app anytime, from anywhere. Most importantly, the value it provides lies in the reliability of the information, listings, and client data available on the platform. Every source is carefully verified and professionally curated, giving users peace of mind as they navigate and engage with the system. This sense of trust encourages long-term commitment and consistent interaction.
The third value is professional growth. Thien Khoi fosters an environment rich in opportunities for agents to develop their skills and expand their potential. It is a space where individuals are surrounded by talented peers, enabling them to learn, improve, and grow through daily collaboration. By working with clients who possess significant assets and bold, strategic mindsets, agents gain valuable exposure that helps them mature both professionally and personally. At the same time, Thien Khoi maintains a highly competitive environment — one that challenges individuals to push beyond their limits. This competitiveness is anchored in a healthy culture grounded in respect, clear values, and a shared sense of responsibility, ensuring that all interactions remain respectful, collaborative, and purpose-driven.
Legal matters are often considered one of the most critical aspects of the real estate sector. How does Thien Khoi’s system currently handle and manage this issue?
At Thien Khoi, we operate with an unwavering commitment to the law. For us, growth must not only be fast and sustainable — it must also be grounded in trust and legal integrity for every client who interacts with our platform. That is why our operations are fully standardised to ensure strict compliance with all legal regulations. Currently, 99% of the properties transacted or listed through the Thien Khoi system possess valid land use rights certificates and documents for assets attached to the land. The remaining 1% consists of properties that, although not yet certified, have legitimate origin documents and meet the legal or foundational conditions required for government consideration of certification.
This means that Thien Khoi’s system does not approve information related to unlicensed projects or off-plan developments that exist only on paper. The listings available on our platform consist solely of existing, legally documented properties with valid land use certificates. This is a fundamental principle at Thien Khoi — one we strictly uphold to minimise risk and prevent legal disputes for all participants in the market.
Could you elaborate more specifically on the advantages for those who transact through Thien Khoi?
Firstly, those who come directly to Thien Khoi are typically property agents or real estate consultants. They are provided with structured and comprehensive training — covering everything from legal regulations to market knowledge and effective methods of engaging with clients. Thien Khoi places a strong emphasis on training, aiming to develop skilled agents and consultants who possess a clear understanding of the law. This is our first and foremost principle.
The second principle at Thien Khoi is to cultivate a human-centred and values-driven culture — one in which every individual adheres to professional ethics and develops cultural awareness in their interactions. In addition, our sports and travel programmes offer enriching experiences that contribute to personal growth and boost confidence, enabling our agents to present themselves professionally when meeting with clients.
Thien Khoi also enforces a strict set of internal rules and cooperation guidelines to ensure consistency in its development. If an individual fails to uphold the company’s cultural standards or comply with legal and ethical regulations, they will be removed from the environment and denied access to the opportunities Thien Khoi offers. The company is committed to protecting those who follow proper procedures and embody high professional standards in their practice. As a result, genuine property agents and consultants remain consistently motivated to perform at their best.
Those who engage with Thien Khoi indirectly are our valued clients. At Thien Khoi, we maintain strict standards regarding property sources, and we enforce a professional code of conduct and ethical guidelines that all agents and consultants must adhere to.
For example, agents are not permitted to handle clients’ money or hold land ownership certificates on behalf of property owners, in order to minimise risks. If a client wishes to meet the property owner after viewing a listing, Thien Khoi will arrange a direct negotiation and deposit process between both parties. The commission for the agent remains fixed and is not affected by fluctuations between the asking price and the final sale price.
This policy ensures maximum transparency and eliminates the risk of price manipulation or unjustified mark-ups — practices that have no place at Thien Khoi. Customers can engage with confidence when working with agents affiliated with Thien Khoi. We believe this level of assurance is especially important given the many risks that customers typically face in today’s real estate market.
Could you share more about Thien Khoi’s responsibility towards the agents and real estate consultants who join its system?
The responsibility of Thien Khoi begins with its commitment to those who directly cooperate with us. It then extends to our responsibility towards the market, customers, and ultimately, the state.
Firstly, with our direct partners, Thien Khoi plays a role in both connecting individuals and organising training programmes. These training programmes help participants gain a clear and accurate understanding of the law, develop a strong professional culture, and positively influence their behaviour and interactions. As a result, this fosters an environment that upholds the rule of law, promotes healthy competition, and builds mutual trust.
Thien Khoi’s responsibility also extends to managing risks that arise during work. For instance, if an agent or consultant in Thien Khoi’s network is involved in an accident while on duty, the company is willing to cover medical expenses up to a maximum of 10 million VND for new partners. For those who have been with us for a longer period and have contributed greater value, this amount can rise to 50 million or even 100 million VND.
The second scenario occurs when agents at Thien Khoi have provided advice to property owners, but for various reasons, the owners fail to pay the agreed commission or engage in unethical practices, cutting the agent out of the deal. In such cases, Thien Khoi is committed to offering financial support, with compensation ranging from 10 million to 20 million VND per transaction.
The third scenario arises because Thien Khoi does not directly sign contracts with property owners. Instead, agents take on the role of property introducers, uploading the information to the platform. Once both parties, the seller and the buyer, successfully complete the transaction, the property owner is responsible for paying the agreed commission to the agent who brought the buyer. However, if the property introducer is unable to provide the agreed payment to the agent for any reason, Thien Khoi will take responsibility as the platform facilitator. Thien Khoi will reimburse the agent for the agreed commission, up to a maximum of 500 million VND per case.
For me, if you engage in any relationship, regardless of your value, if you do not demonstrate responsibility towards those relationships, it will be difficult for others to expect a positive outcome.
In addition, Thien Khoi consistently strives to contribute value to society, starting by helping to create job opportunities for those facing barriers such as lack of qualifications or limited financial and social resources. For individuals who are unable to find opportunities for personal growth, education, or employment, Thien Khoi provides an environment where these opportunities can develop. It is a place where individuals can earn an income, but more importantly, it offers the chance to learn, develop their skills, and ultimately contribute to society. Through this environment, they can generate income based on the foundation and opportunities provided by Thien Khoi.
Thien Khoi Group has always been a pioneer in implementing government policies aimed at increasing transparency in the real estate market. We consider fulfilling tax obligations and complying with regulations as fundamental responsibilities for any company committed to sustainable growth. With our extensive data resources, we are fully prepared to collaborate and provide accurate market data, including property valuations, to support government agencies in analysing the market, establishing a solid tax base, and developing effective policies for market regulation.
What do you think about the social prejudice that being a broker is just about talking for a living?
I believe there are many different viewpoints in society. For me, every product has two fundamental values. The first value comes from the investment in production, and the second value comes from its distribution and circulation. When a product is created and used by its owner, it is merely a product. It is only when the product is brought to the market through distribution channels and reaches the hands of the consumers that it becomes a true product of value. It is at that point that its true value is realised.
Real estate agents and consultants play a crucial role in facilitating the smooth and efficient circulation of property assets in the market. Unfortunately, many fail to recognise the full value of this profession, often focusing solely on the value generated through production investment. In reality, the true value of a commodity is realised through its distribution and availability to the public. To ensure a more accurate understanding of the real estate brokerage profession, I believe that, alongside educational and training programmes, media channels should also contribute to reshaping public perception. Only by properly recognising the value of those in this profession can society develop a more open-minded and respectful attitude, allowing professionals to take greater pride in their work.
Thien Khoi’s slogan is pioneering in real estate brokerage technology. Could you share more details about this technology?
Since its inception, Thien Khoi has focused on two key areas. The first is human resources, which involves activities related to training, networking, and organizational development. The second is the strong emphasis on technology, as technology helps improve productivity and efficiency. While Thiên Khôi is known as a real estate brokerage firm, in reality, real estate is just the first product in a broader range of goods that the company aims to handle.
When a client purchases real estate, right from the moment they make a deposit, they often have the next need — securing financing, as not everyone has the full amount of capital available. This is where Thien Khoi steps in as a financial intermediary, connecting banks with clients who require funding. The real estate properties that the agents working with Thiên Khôi recommend to clients are all eligible to be used as collateral, and the business plans they propose are effective, ensuring smooth loan disbursement.
After securing a bank loan, clients may need services for repairs or construction on the properties they’ve purchased. Thien Khoi then offers the next service as a real estate construction and renovation intermediary. Once a home is bought or constructed, clients will often have needs for furniture, electronics, and household appliances. Thien Khoi provides all these goods as well. In the past, sales were mostly offline, with stores and supermarkets leading the way, but in recent years, e-commerce has flourished, eliminating barriers of time and space, making it easier for buyers and sellers to connect.
Thien Khoi has developed a system where brokers engage with customers right from the beginning of the supply chain, starting with real estate purchases, followed by property development, repairs, and shopping. A major advantage of Thien Khoi is its vast database of customer information. This can be humorously referred to as “live data,” meaning there is a direct relationship with the customers, rather than just having a phone number and name with no prior connection. Thien Khoi stands out compared to e-commerce platforms due to its timing capability, as it knows exactly when a customer is likely to have a need. It doesn’t waste money on random advertising campaigns aimed at creating funnels or building brand awareness. Customers make immediate decisions once they’ve completed a certain step in their consumption process.
In particular, Thien Khoi Company always demonstrates its responsibility towards customers by ensuring that only high-quality products are allowed into Thien Khoi’s sales system. Moreover, Thien Khoi ensures that the prices of items offered through its platform, with the same quality, will be at least equal to or even cheaper than those on other platforms such as e-commerce sites or supermarkets. The reason for offering such competitive prices is that Thien Khoi saves on costs related to advertising, renting premises, and hiring staff. Additionally, its advantage in scale enables Thien Khoi to negotiate the best prices with manufacturers, allowing customers to purchase at the most favorable rates.
Thien Khoi also demonstrates its responsibility by verifying product quality. Thien Khoi takes full accountability if a product has any quality or warranty issues. For example, if a newly built house experiences water seepage or leaks, Thien Khoi will stand by its warranty by covering the entire cost for workers to fix the issue for the customer. This reflects Thien Khoi’s commitment and responsibility. Moreover, through technology, we have strengthened the efforts of our agents and consultants, merging the advantages of both technology and human expertise. This is especially crucial because consulting is an area where human insight and interaction remain irreplaceable by technology.
Thank you for this fascinating conversation!
