Who we are


San Alfa began as a property investment company for it’s founding family in the expatriate enclave of Mont Kiara, Kuala Lumpur. Over the years, as we strive to enhance our investment returns by decoupling and refining every value-cost component of each investment, we evolved into a developer of managed residences offering our carefully curated products, each encompassing a finely tuned and optimised balance of cost, design and space.

As a private-owned developer and operator of managed residences, San Alfa harnesses its experience from the tenant-customer front to be deployed in the product creation process to ensure every design element valued by the tenant-customer results in a translation to superior returns enjoyed by our clients.


As a local Malaysian company, we see great opportunities for the refinement and further development of the Malaysian real estate market. Our vision is to push the envelope in offering new property sub-classes for the investment ownership of domestic and foreign capital. We see the Malaysian market moving towards those of fully developed economies where property asset classes have become clearly defined by the end-user it serves.


At Sanalfa, we thoroughly believe in our 3 pillars of Passion, Value and Equilibrium.


We are driven by our passion to move our Malaysian market from it’s status quo to the future


We are balanced by our careful consideration of the market equilibrium and the specific demand-affordability curve of each product’s end user


We embrace change and we welcome challenges

Goh Han Sen (Hansen)

Founder & CEO

Hansen has over 10 years of experience in the property industry specializing in managed residences. He is a chartered accountant by profession, serving his formative years in PricewaterhouseCoopers Malaysia. He is a chartered accountant accredited by the Institute of Chartered Accountants in Australia, CPA Australia, a fellow of the Association of Corporate Treasurers in the UK and a member of the Global Association of Risk Professionals. As an alumni of the University of Melbourne, Australia, his passion for student properties was born from his time in Australia where he observed the state of the Australian student property industry at its much more matured phase when compared to Malaysia. Hansen combines his passion for property and his analytical financial background to bring forth a sub-class of property investment that delivers superior returns for San Alfa’s clients.

Pauline Cheh


Pauline has over 40 years of experience in Accounting & Finance of various industries throughout her career. She has managed the accounting & finance function of companies in the IT industry, advertising, FMCG and property. Her experience also covers the scope of corporate finance, corporate governance, company secretarial and regulatory compliance. Pauline holds a Masters in Business Administration from the International Management Centres Association of Buckingham. She brings her breadth and depth of experience to the financial operations of San Alfa.