Startups often struggle with human resource management in a dynamic, knowledge-intensive environment, including PT Sentra Vidaya Utama (SEVIMA). PT SEVIMA faces this challenge in its onboarding process, where Account Managers (AMs) are not always aligned with the client’s needs. This study presents a BPM Lifecycle-based process improvement to address SEVIMA’s challenges. Heuristic principles, that consist of Resequencing, Specialize, Control Addition, and Empower, are applied to improve the business process. The results of this study are in the form of recommendations for improving the onboarding process at PT SEVIMA, which include grouping AMs based on specialization, aligning them with client needs identified through an initial survey, involving the migration team earlier, shifting the client survey to precede AM assignment, and conducting post-project evaluations to build specialization profiles and identify improvement opportunities. These improvements aim to address HR management issues, while enhancing onboarding efficiency and boosting client satisfaction.