NOBI
- Company typePrivate
- Founded2020
- HeadquartersJakarta, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
NOBI firmographics
Firmographics- Name
- NOBI
- Legal name
- PT Enkripsi Teknologi Handal
- Website
- https://usenobi.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
NOBI industry classification
Industry- Product category
- Cryptocurrency Investment Platform
- NAICS
- Securities and Commodity Exchanges (5232), Securities and Commodity Exchanges (523210)
- SIC
- Finance Services (6199), Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Centralized Crypto Lending Platforms (CeFi) (FSADAFAA)
- akta.pro secondary industry
- Crypto Payment Gateways & Checkout APIs (FSADAIAA)
Keywords
Where NOBI is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
NOBI business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Crypto Trading Transaction Fees: NOBI charges transaction fees on buy and sell operations of crypto assets conducted through the platform. Users can purchase crypto using Indonesian Rupiah or sell crypto back to IDR, facilitated by partnered payment gateway systems.
- NOBI Earn / Staking Rewards Spread: Users earn rewards (up to 8% APR) on their crypto holdings through the NOBI Earn product. Rewards are generated from NOBI's staking and DeFi operations. NOBI earns a spread or fee on these operations.
- HNST Token Ecosystem: HNST is a multi-utility BEP-2 token used within the NOBI ecosystem, providing benefits such as cashback for token holders. The token supports the broader ecosystem loyalty program (HNST Club).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | NOBI Trade - Free to use with transaction fees |
| Outcome Based/ Performance | Monthly | NOBI Earn - Savings product with up to 8% APR |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
NOBI product offering
Product offeringCore offering
NOBI is a mobile-first Indonesian cryptocurrency investment platform that lets retail users buy and sell major crypto assets (Bitcoin, Ethereum, BNB, stablecoins) with Indonesian Rupiah, earn up to 8% APR rewards on holdings through a savings/staking product, and automate recurring purchases via dollar-cost averaging. The platform is regulated by Bappebti, registered with PSE Kominfo, and provides custody through Fireblocks, an educational portal (NOBI Learn), and a tax reporting feature aligned with Indonesian crypto tax regulations.
Product overview
NOBI is a cryptocurrency investment application platform operated by PT Enkripsi Teknologi Handal, a licensed Indonesian crypto exchange regulated by Bappebti and registered with PSE Kominfo. The platform offers a unified mobile application (iOS and Android) providing cryptocurrency trading (NOBI Trade), savings and staking (NOBI Earn), automated purchasing (AutoBuy), educational content (NOBI Learn), and tax reporting features. The ecosystem is supported by the HNST token for loyalty benefits and includes a comprehensive help desk. As of early 2022, NOBI managed over US$70.1 million in crypto assets and experienced significant user growth. In December 2024, Bybit announced plans to acquire NOBI, rebranding it to Bybit Indonesia.
Differentiator
Problem solved
Functional benefit
Products and services
- NOBI Trade Core cryptocurrency trading feature allowing users to buy and sell crypto assets including Bitcoin, Ethereum, BNB, and stablecoins directly using Indonesian Rupiah (IDR), operating 24/7/365 via the mobile app and web platform.
- NOBI Earn Savings and staking product enabling users to earn rewards of up to 8% APR on crypto assets held in their Savings Wallet, generated from NOBI's staking and DeFi operations conducted on behalf of users.
- AutoBuy (Paket Beli Otomatis) Automated recurring purchase feature allowing users to schedule crypto purchases on a daily, weekly, bi-weekly, or monthly cadence using IDR balance, implementing a dollar-cost averaging strategy.
- NOBI Learn Educational portal providing crypto investment education across Beginner to Advanced levels covering Blockchain, Bitcoin, DeFi, Investing, Staking, and Altcoins, plus a Glossary of terminology, designed to onboard Indonesian crypto-curious consumers.
- HNST Token (Honest Token) Multi-utility token built on Binance Chain (BEP-2) supporting the NOBI ecosystem; holders receive benefits including 10% cashback and access to the HNST Club loyalty program.
Quantifiable outcome
- Up to 8% APR on crypto savings (NOBI Earn)
- +2 more outcomes
Companies that use NOBI
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
NOBI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
NOBI partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- BybitflagshipBybit, a Dubai-based cryptocurrency exchange, announced a strategic partnership with NOBI as part of Bybit's expansion into the Indonesian market. The partnership includes Bybit's planned acquisition of NOBI, following a similar market entry approach by Robinhood acquiring Buana Capital Sekuritas and Coinvest in Indonesia.
- FireblockscoreNOBI's custody services are powered by Fireblocks, an enterprise-grade digital asset custody and infrastructure platform. Fireblocks provides multi-layer security for user funds held on the NOBI platform.
- PT Privy Identitas DigitalcoreNOBI uses PT Privy Identitas Digital (Privy) for electronic certificate issuance as part of its KYC (Know Your Customer) and identity verification process, in compliance with Indonesian Government Regulation No. 71/2019 on Electronic Systems and Transactions and Ministry of Communication regulation No. 11/2018.
- PT Verihubs Inteligensia NusantaracorePT Verihubs Inteligensia Nusantara works together with PT Privy Identitas Digital as a certified Electronic Signature Provider and Electronic Certification Provider under the Indonesian Ministry of Communication and Informatics. NOBI uses this partnership for user identity verification during KYC onboarding.
- CFX (Crypto Futures Exchange)coreNOBI is partnered with CFX (Crypto Futures Exchange), Indonesia's regulated crypto futures platform operating under Bappebti, as part of its regulatory compliance and market ecosystem participation.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
NOBI competitors and assessment
Company assessmentDirect peers
- Pluang: Indonesian multi-asset investment super-app offering crypto alongside stocks and mutual funds. Comparable as a retail investment app serving Indonesian users with crypto trading, automated investing, and education features.
- Bybit: Dubai-headquartered global crypto exchange and announced acquirer of NOBI. Directly comparable as a centralized crypto platform offering spot, derivatives, and Earn products; also sets the strategic benchmark for what the combined entity will look like post-acquisition.
- Tokocrypto: Indonesian crypto exchange acquired by Binance; offers retail trading, staking, and education. Directly comparable as a Bappebti-regulated Indonesian crypto platform with similar product breadth (Trade, Earn/Staking, education) targeting retail users.
- Pintu: Indonesian mobile-first crypto trading app targeting retail and beginner investors with staking, education, and IDR on/off-ramps. Highly comparable as a domestically regulated mobile crypto investment platform with similar UX positioning to NOBI.
- Indodax: Indonesia's largest homegrown crypto exchange. Directly comparable as a Bappebti-regulated Indonesian retail crypto trading and savings platform competing for the same beginner and casual investor base as NOBI.
- Reku (formerly Rekeningku): Indonesian crypto exchange serving retail investors with spot trading, staking, and IDR deposits. Directly comparable as a Bappebti-registered Indonesian crypto platform targeting similar retail user segments.
- Luno Indonesia: Global crypto exchange (DCG-owned) with significant Indonesian presence, offering retail spot trading, staking, and education. Comparable as a regulated crypto platform serving Indonesian retail investors.
Broad incumbents
- Coinbase: US-listed global crypto exchange offering retail trading, staking, custody, and education. Comparable as a broad incumbent establishing the product and regulatory template that platforms like NOBI emulate for retail crypto onboarding.
- Bitget: Global crypto exchange with significant presence across Southeast Asia, offering spot, derivatives, and Earn products. Comparable as a broad incumbent competing for the same Indonesian retail crypto investor, particularly through mobile and local payment rails.
Regional players
- Ajaib Crypto: Indonesian multi-asset investment super-app (stocks, mutual funds, and crypto) reaching large retail audiences. Comparable as a regulated Indonesian retail investment platform with overlapping crypto functionality.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NOBI social profiles
Digital presenceNOBI compliance and trust
Trust signalCompliance6 records
NOBI financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOBI leadership team
Management profileNumber of profiles
Profiles4 records
NOBI funding detail
Funding detailFunding overview
Funding rounds1 record
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOBI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOBI
What does NOBI do?
NOBI is a mobile-first Indonesian cryptocurrency investment platform that lets retail users buy and sell major crypto assets (Bitcoin, Ethereum, BNB, stablecoins) with Indonesian Rupiah, earn up to 8% APR rewards on holdings through a savings/staking product, and automate recurring purchases via dollar-cost averaging. The platform is regulated by Bappebti, registered with PSE Kominfo, and provides custody through Fireblocks, an educational portal (NOBI Learn), and a tax reporting feature aligned with Indonesian crypto tax regulations.
Is NOBI a public or private company?
NOBI is a private company. It is classified as venture growth investor backed and is currently operating.
When was NOBI founded?
NOBI was founded in 2020. It employs 51 to 100 people.
Where is NOBI based?
NOBI is headquartered in Jakarta, Indonesia, in the Asia region.
How does NOBI make money?
Three revenue lines are on record. Crypto Trading Transaction Fees are the primary driver. The others are NOBI Earn / Staking Rewards Spread and HNST Token Ecosystem.
Who are NOBI's main competitors?
Direct peers on record are Pluang, Bybit, Tokocrypto, Pintu, Indodax, Reku (formerly Rekeningku) and Luno Indonesia. Broad incumbents are Coinbase and Bitget. Ajaib Crypto is listed as a regional player.
Does NOBI have an API?
No public API is recorded for NOBI.
What industry is NOBI in?
NOBI's product category is Cryptocurrency Investment Platform. Its primary akta.pro industry code is FSADAFAA, Centralized Crypto Lending Platforms (CeFi), with a secondary code of FSADAIAA, Crypto Payment Gateways & Checkout APIs. Its NAICS code is 5232 and its SIC code is 6199.