PINA Indonesia

What PINA Indonesia does

PINA Indonesia is a Jakarta-based fintech founded in 2021 by Dan Leeuwen, a former Grab Indonesia executive, alongside CTO Fajar Kuntoro and CPO Hendry Chou. The company operates a mobile-first wealth management application that combines automated portfolio construction with personal financial tracking, targeting individual Indonesian retail investors who lack access to affordable, professional-grade advisory services. As of its July 2022 seed round disclosure, the platform had onboarded over 25,000 users and held approximately $4.1 million in assets under management.

The underlying platform processes structured user financial data—transactions, balances, and investment positions—through algorithmic recommendation engines to generate personalized portfolio allocations aligned to user goals and risk tolerance. The product is delivered as a single integrated mobile application rather than a modular suite, with a stated product roadmap focused on expanding financial advisory and investment features. Proprietary technology is concentrated in automated portfolio building and financial tracking, with ease-of-use as the primary differentiator rather than novel financial engineering.

The revenue model is not publicly disclosed; based on the wealth management positioning, it likely combines subscription fees for premium advisory features with transaction-based fees on investment products. The go-to-market is a product-led, self-serve motion targeting individual consumers through direct mobile app distribution within Indonesia, with no enterprise or B2B distribution channel disclosed. The company is backed by AC Ventures, Vibe.VC, Y Combinator, XA Network, 1982 Ventures, Epic Angels, iSeed, Oberyn Capital, and Prasetia Dwidharma across two disclosed funding events totaling $3 million plus an undisclosed pre-seed.

Name

PINA Indonesia

Website

https://pina.id

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

PINA Indonesia is a Jakarta-based mobile wealth management app founded in 2021 that provides automated portfolio building and financial tracking tools for Indonesian retail investors. It is led by a former Grab Indonesia executive.

Ownership category

akta.pro rank

Product category

Retail Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Direct-to-Consumer Robo-Advisors (Retail Automated Portfolios) (FSAGAEAA)

akta.pro secondary industries

Robo-Advisors & Digital Wealth Managers (FSAAAAAD), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

Keywords

• Wealth management app
• Automated investing
• Retail investment platform
• Personal finance management
• Portfolio building

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Wealth Management Platform Services: PINA operates as a wealth management and investment platform for Indonesian retail investors. The revenue model likely includes subscription fees for premium advisory features and/or transaction fees on investment products, though specific details are not publicly disclosed.

Go-to-market motion1 record

Distribution channels1 record

Core offering

PINA Indonesia offers a mobile-first wealth management application that integrates personal money management with investment advisory for Indonesian retail investors. The platform provides automated portfolio building, real-time financial tracking, and goal-based investment guidance, allowing individual users to construct and manage investment portfolios without requiring professional financial advisors. Revenue is generated through subscription-based premium advisory features and transaction fees on investment products.

Product overview

PINA.ID operates as a single unified wealth management platform rather than a modular product suite. The platform provides integrated money management and investment advisory services through a mobile application, combining automated portfolio building with financial tracking capabilities. Founded in 2021 and based in Jakarta, Indonesia, the company was launched by a former Grab Indonesia executive and has grown to over 25,000 users with $4.1 million in assets under management. The platform focuses on expanding financial advisory and investment features for the growing Indonesian retail investor market.

Differentiator

Problem solved

Functional benefit

Products and services

• PINA.ID Wealth Management Platform Integrated mobile wealth management application that combines automated portfolio building, financial tracking, and investment advisory for individual Indonesian retail investors. The platform serves retail investors in Indonesia, helping them achieve financial goals through algorithmic portfolio construction and real-time personal finance tracking.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Ajaib: Indonesia-headquartered investment platform offering stocks and mutual funds to retail investors. Directly comparable to PINA as a domestic Indonesian wealth-tech serving first-time retail investors through a mobile app.
• Pluang: Indonesian multi-asset investment app covering stocks, ETFs, mutual funds, crypto, and gold. Comparable to PINA as a mobile-first retail wealth platform expanding Indonesian investor access to diversified portfolios.
• Stockbit: Indonesian social investment platform offering stock trading and community features. Comparable to PINA in targeting Indonesian retail investors through a mobile-first app, with overlapping wealth and investment management functionality.
• Bareksa: Indonesian online mutual fund supermarket. Comparable to PINA as a digital wealth platform helping Indonesian retail investors build and manage diversified investment portfolios.
• Bibit: Indonesia's leading robo-advisor for mutual fund investing. Directly comparable to PINA as a mobile-first, automated wealth management platform targeting Indonesian retail investors with goals-based portfolio building.

Regional players

• StashAway: Southeast Asian robo-advisor operating in Indonesia (among other markets). Comparable to PINA in offering automated, goals-based portfolio management to retail investors in Indonesia via a digital platform.
• Endowus: Asia-based digital wealth platform offering cash management and portfolio solutions. Comparable to PINA in operating a digital wealth platform with goals-based investing and automated portfolio construction, primarily serving Asian retail and accredited investors.

Broad incumbents

• Wealthfront: Established US direct-to-consumer robo-advisor offering automated portfolio management and financial planning. Comparable to PINA as a category benchmark for automated, retail-focused digital wealth management, though at vastly larger scale.
• Akulaku: Southeast Asian consumer finance and digital banking super-app with Indonesian operations. Comparable to PINA as a mobile-first Indonesian fintech ecosystem, though broader in scope (lending, payments, banking) than wealth management.
• Betterment: Pioneer US direct-to-consumer robo-advisor. Comparable to PINA as a category reference for consumer-facing automated investing and goals-based financial planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PINA_ID
• Facebookfacebook.com/pinaindonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors9 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 PINA Indonesia