Broom

What Broom does

Broom (PT Teknologi Usaha Nusantara) is an Indonesian digital platform, founded in June 2021 and headquartered in Jakarta, that serves small and medium-sized used car showrooms (UMKM otomotif) with three integrated products accessed through the broom.id mobile application (iOS and Android). Buyback provides interim inventory liquidation, allowing dealers to sell cars temporarily to Broom for working capital disbursed within five hours, with multiple variants (Buyback Maxi, Kilat, Tempo, Tempo Hive, Hive) that determine disbursement levels between 70% and 100% of market price; Broom Leasing Channeling (BLC) acts as an API-integrated single gateway connecting showrooms to 8+ financing partners including Adira, Mandiri, MUFG, BCA Finance, CIMB Niaga, Jaccs/MPM, KreditPlus, Buana, and CSUL; and BroomHive is a physical and online consignment marketplace in Bekasi where dealers can consign vehicles for sale with Broom-provided sales staff and inspection support. The company earns revenue primarily through take-rate margins on Buyback transactions and referral/commission fees on BLC credit applications.

Broom distributes its services through a sales-led go-to-market model centered on a field force called BOS (Broom Official Sellers) who onboard dealers, assist with credit applications, and support transaction processing, supplemented by nine physical branches across Greater Jakarta, Bogor, Bekasi, Tangerang, Surabaya, Yogyakarta, Solo, Malang, and Bali. As of late 2024, the platform served 7,700+ showrooms with a 92% repeat-customer rate and reported cumulative transaction value of USD 220 million since inception. The company is regulated under Indonesia's Kominfo e-commerce and Ministry of Trade licensing framework and has raised approximately $43 million across multiple rounds, including a $25 million Series A+ in October 2024 led by Openspace, with strategic participation from MUFG Innovation Partners, BRI Ventures, AC Ventures, Quona Capital, and PKSHA Capital, alongside a Rp 100 billion credit facility from DBS Indonesia to support Buyback liquidity. The platform's competitive positioning rests on being the only integrated Indonesian solution addressing all three core dealer pain points — car supply, stock turnover, and consumer credit access — within a single mobile workflow.

Name

Broom

Legal name

PT Teknologi Usaha Nusantara

Website

https://broom.id

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Broom is an Indonesian digital platform serving 7,700+ SMB used car showrooms through three integrated products — Buyback (interim inventory financing), Broom Leasing Channeling (multi-partner credit aggregation), and BroomHive (consignment marketplace) — accessible via a mobile app across nine Indonesian cities.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Buyback Transaction Fees: Broom earns fees on buyback transactions where showrooms sell their inventory temporarily to Broom for working capital. Transaction value disbursed ranges from 70% to 100% of market price depending on product variant selected. The company takes a margin on the difference between buyback and resale price.
2. Leasing Channeling Referral Fees: Broom earns referral/commission fees from connected financing partners (leasing companies) for successful credit applications routed through the BLC platform. Showrooms benefit from integrated credit with Buyback (no separate loan settlement required).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Broom provides a digital ecosystem for used car showrooms in Indonesia, offering interim inventory buyback financing that disburses working capital within 5 hours against dealer inventory, a multi-partner leasing channeling (BLC) service connecting dealers to 8+ financing institutions through a single API, and a BroomHive consignment marketplace where dealers can list vehicles for sale with Broom's sales support and inspection services. All services are accessed exclusively through the Broom.id mobile application available on iOS and Android.

Product overview

Broom is a digital ecosystem platform for used car showrooms in Indonesia, offering a unified suite of three interconnected services: Buyback (interim inventory liquidation for capital turnover), Broom Leasing Channeling (single-gateway financing connections to multiple leasing partners), and BroomHive (consignment marketplace with offline/online sales capabilities). All services are accessible through the Broom.id mobile application, addressing the three main challenges of used car showrooms: car supply, stock turnover, and sales.

Differentiator

Problem solved

Functional benefit

Brands

• Buyback: Interim car sales access for showroom capital turnover - allows showrooms to sell inventory temporarily for working capital
• Broom Leasing Channeling (BLC)
• BroomHive
• Titip Jual

Products and services

• Buyback Interim car stock liquidation solution enabling used car showrooms to temporarily sell their inventory for working capital. Transactions are processed within 5 hours through the Broom.id mobile application with disbursement values ranging from 70% to 100% of market price depending on the variant selected (Buyback Maxi, Buyback Kilat, Buyback Tempo, Buyback Tempo Hive, Buyback Hive). Targeted exclusively at Indonesian SMB used car dealers.
• Broom Leasing Channeling (BLC) Single-gateway financing connection service that links used car showrooms to multiple leasing partners including Adira, Mandiri, BCA Finance, CIMB Niaga Auto Finance, MUFG, Jaccs/MPM, KreditPlus, Buana Finance, and CSUL. Enables faster loan disbursement, integrated credit processing with Buyback without settlement requirements, and bonus incentives per transaction. Has processed over 2,300 transactions generating USD 17 million in revenue.
• BroomHive Physical and digital consignment marketplace where used car showrooms can list vehicles for sale with no operational costs. Features Broom vehicle inspection, experienced sales staff support, and a maximum consignment period of 30 days. Includes the Titip Jual (consignment sales) service. Located at BroomHive, Jl. Wibawa Mukti II No.52, Jatiasih, Bekasi.

Quantifiable outcome

• 92% of Broom users become loyal repeat customers
• +4 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• AdiracoreStrategic or Co-development PartnerAdira is a financing partner in the Broom Leasing Channeling (BLC) network, providing credit products to used car dealers and showrooms through Broom's platform. Adira is one of the largest non-bank financial institutions in Indonesia.
• Bank MandiricoreStrategic or Co-development PartnerBank Mandiri (through its financing subsidiary) is a leasing partner in the BLC network, connecting showrooms to consumer credit products for used car purchases through a single platform.
• MUFG (Bank MUFG)coreStrategic or Co-development PartnerMUFG is a leasing/financing partner in the BLC network, providing credit access to showrooms. Also a financial investor in Broom's Pre-Series A round.
• Jaccs / MPMcoreStrategic or Co-development PartnerJaccs (MPM) is a financing partner in the Broom Leasing Channeling network, providing consumer vehicle financing to showrooms registered on the Broom platform.
• CIMB Niaga Auto Finance (CNAF)coreStrategic or Co-development PartnerCIMB Niaga Auto Finance (CNAF) is a leasing partner in the BLC network, connecting showrooms to vehicle financing solutions through Broom's single-gateway platform.
• KreditPlusminorStrategic or Co-development PartnerKreditPlus is a financing partner in the Broom Leasing Channeling network, providing credit solutions for used car dealers on the platform.
• BCA Finance (BCAF)coreStrategic or Co-development PartnerBCA Finance (BCAF) is a leasing partner in the BLC network, offering vehicle financing products to showrooms through Broom's integrated platform.
• Buana FinanceminorStrategic or Co-development PartnerBuana Finance is a financing partner in the Broom Leasing Channeling network, providing consumer credit products to used car dealers on the platform.
• CSULminorStrategic or Co-development PartnerCSUL is a leasing/financing partner in the Broom Leasing Channeling network, connecting showrooms to vehicle credit products.
• BRIcoreStrategic or Co-development PartnerBank Rakyat Indonesia (BRI) is a financial institution partner, providing credit facilities and financing support for Broom's operations. BRI Ventures is also a financial investor in Broom.

Scale indicators15 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Moladin: Indonesian B2B platform for used motorcycle and car dealers offering inventory financing and digital sales tools. The most direct competitor to Broom in the Indonesian used vehicle dealer ecosystem, with overlapping Buyback-like working capital products targeting the same unbanked SMB dealer base.
• Carsome: Malaysia-headquartered used car marketplace operating across Southeast Asia including Indonesia. Provides end-to-end dealer buyback, inspection, reconditioning, and consumer financing — directly comparable to Broom's combined BroomHive and Buyback model at regional scale.
• Carro: Singapore-based used car marketplace with dealer and consumer services across Southeast Asia including Indonesia. Offers buyback, listing, and financing services comparable to Broom's integrated dealer platform play, backed by SoftBank and other tier-1 capital.
• BeliMobilGue: Indonesian used car marketplace operated under the Astra International ecosystem. Provides dealer buyback, inspection, and consumer sales — overlapping significantly with BroomHive and Buyback operations and backed by Indonesia's largest automotive group.

Broad incumbents

• Mobil123: Indonesian online automotive marketplace operated by iCar Asia. Provides vehicle listings for dealers and consumers; a broader marketplace play without Broom's financing-first positioning and dealer-focused vertical integration.
• Carmudi: Indonesia-focused automotive marketplace part of the OLX Group. Offers car listings, dealer connections, and consumer financing referrals; a broader horizontal listings platform compared to Broom's vertical dealer financing and inventory play.
• OLX Indonesia: General classifieds marketplace with significant used car listings in Indonesia. Serves as a horizontal platform for vehicle transactions and competes with BroomHive for dealer inventory distribution but lacks integrated financing.

Others

• ACC (Astra Credit Companies): Captive auto financing arm of Astra International, Indonesia's largest automotive conglomerate. Provides dealer floor financing and consumer credit through the largest dealer network in Indonesia — comparable to BLC leasing partners and a potential integrated competitor combining dealer relationships with financing.
• Modalku: Indonesian P2P lending platform providing SME financing including working capital to small businesses such as used car dealers. Comparable to BLC partner alternatives in serving Broom's target dealer ecosystem and listed as a Broom financial ecosystem partner.
• KoinWorks: Indonesian fintech providing SME and supply chain financing. Operates in adjacent SME lending space to Broom's dealer financing, with overlapping customer segments in Indonesia's underserved SMB market and listed as a Broom financial ecosystem partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/broom-id
• Xx.com/broom_id

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds8 records

Investors17 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Broom