PINA Indonesia
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.
- Company typePrivate
- Founded2021
- HeadquartersJakarta, Indonesia
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
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.
PINA Indonesia firmographics
Firmographics- 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
PINA Indonesia industry classification
Industry- 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
Where PINA Indonesia is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
PINA Indonesia business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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
PINA Indonesia product offering
Product offeringCore 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.
Companies that use PINA Indonesia
Customer profileSegments1 record
Ideal customer profiles1 record
PINA Indonesia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature2 records
PINA Indonesia partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
PINA Indonesia competitors and assessment
Company assessmentDirect 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
PINA Indonesia social profiles
Digital presencePINA Indonesia financial estimates
Financial estimateRevenue estimate
Valuation estimate
PINA Indonesia leadership team
Management profileNumber of profiles
Profiles3 records
PINA Indonesia funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PINA Indonesia 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 PINA Indonesia
What does PINA Indonesia do?
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.
Is PINA Indonesia a public or private company?
PINA Indonesia is a private company. It is classified as venture growth investor backed and is currently operating.
When was PINA Indonesia founded?
PINA Indonesia was founded in 2021. It employs 1 to 10 people.
Where is PINA Indonesia based?
PINA Indonesia is headquartered in Jakarta, Indonesia, in the Asia region.
How does PINA Indonesia make money?
One revenue line is on record: wealth Management Platform Services.
Who are PINA Indonesia's main competitors?
Direct peers on record are Ajaib, Pluang, Stockbit, Bareksa and Bibit. Regional players are StashAway and Endowus. Broad incumbents are Wealthfront, Akulaku and Betterment.
Does PINA Indonesia have an API?
No public API is recorded for PINA Indonesia.
What industry is PINA Indonesia in?
PINA Indonesia's product category is Retail Wealth Management. Its primary akta.pro industry code is FSAGAEAA, Direct-to-Consumer Robo-Advisors (Retail Automated Portfolios), with a secondary code of FSAAAAAD, Robo-Advisors & Digital Wealth Managers. Its NAICS code is 523940 and its SIC code is 6282.