PT. Easton Urban Kapital

Name

PT. Easton Urban Kapital

Legal name

PT. Easton Urban Kapital

Website

https://eastonurbankapital.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Sales: Primary revenue from the sale of residential townhouses and shophouse/commercial units across the Greater Jakarta (Jabodetabek) area and Palembang. Revenue generated from unit sales with no indication of recurring revenue streams post-sale.
2. Commercial Shophouse Sales: Sale of commercial shophouse (ruko) and townhouse units, targeting small business owners and investors. Revenue recognized upon unit handover.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

PT. Easton Urban Kapital is a property development company that builds and sells residential townhouses and commercial shophouses in strategic urban locations across Greater Jakarta (Jabodetabek) and Palembang, Indonesia. Each project is co-designed with named Indonesian architecture firms and branded under the 'eastonfam' community identity, with units starting from approximately Rp 1 billion. The company complements property sales with after-sales resident services via its proprietary Easton Home Mobile App.

Product overview

PT. Easton Urban Kapital is a property development company based in Jakarta specializing in residential townhouses and commercial shophouses. The company's product portfolio consists of 13 residential projects (Peach at Kinary House, Milo at Kinary House, Windflower House, Havenwood House, Daisy at Wovendream House, Evertree House, Wellspring House, Favoury House, Ardency House, Clarity House, Hummingbird House, Luminance House, and Provenance House) located primarily in South Tangerang and Jakarta, and 6 commercial shophouse projects (Easton Jatibening, Easton New Market, Easton Bintaro, Urbana Bintaro, Urbana Buaran, Urbana Ciledug) across Greater Jakarta. The company also offers digital services including the Easton Home Mobile App (after-sales household management), Easton Quiz (home-finding tool), Virtual Tours, Agent Portal, and Eastonfam Guidebook. Easton focuses development in Jabodetabek Area and Palembang, with projects designed by various architecture partners including KARA Architecture, rafaelmiranti architects, dhaniesal, Ruang Rona, Spoa, Kevin Tan Studio, Arkides, and Tamara Wibowo Architects.

Differentiator

Problem solved

Functional benefit

Products and services

• Peach at Kinary House (Residential Townhouse) 56-unit residential townhouse project in Serpong, South Tangerang, with 3+1 bedrooms and 3+1 bathrooms. Designed by Kevin Tan Studio featuring Panoramic Garden, Balcony, and Lounge features. Developed with Anabuki Kosan partnership.
• Milo at Kinary House (Residential Townhouse) Second phase (26 units) of Kinary House in Serpong, South Tangerang, designed by Kevin Tan Studio with Garden Terrace Living and Multifunction Area features, 3+1 bedrooms and 3+1 bathrooms.
• Windflower House (Residential Townhouse) 58-unit residential project in Buaran, Serpong, South Tangerang. Built on 94.5 m² land with 135 m² building size. Designed by rafaelmiranti architects featuring Inner Courtyard, Sunny Patio, and Daybed.
• Havenwood House (Residential Townhouse) 55-unit residential project in Serua Indah, Ciputat, South Tangerang. Designed by Spoa with Tatami Backyard, Reading Corner, and Panoramic Dry Garden features. 3+1 Bedrooms and 3+1 Bathrooms.
• Daisy at Wovendream House (Residential Townhouse) 33-unit compact residential project in East Jakarta. Designed by rafaelmiranti architects with Working Space, Backyard Balcony, and L-Shaped Kitchen features. Land area 77 m² (7x11m), building 116 m².
• Evertree House (Residential Townhouse) 39-unit residential project in Ciputat Timur, South Tangerang. Designed by KARA Architecture featuring Semi-Outdoor Kitchen & Dining Area and aesthetic facade.
• Wellspring House (Residential Townhouse) 68-unit residential project in Serpong, BSD, South Tangerang. Designed by dhaniesal architects with personalized Sunny Patio and SpringWalk Garden features.
• Favoury House (Residential Townhouse) 62-unit residential project in Taman Tekno, South Tangerang. Designed by KARA Architecture with compact open plan living area, study room, and balcony.
• Ardency House (Residential Townhouse) 15-unit residential project in Cirendeu, South Tangerang. Three-story houses designed by Pranala Associates featuring double-height ceiling and rooftop space.
• Clarity House (Residential Townhouse) 32-unit residential townhouse project in Bintaro, South Tangerang. Designed by Ruang Rona featuring seamless indoor-outdoor concept with skylight and indoor garden. Two types: Alex and Viola.
• Hummingbird House (Residential Townhouse) 62-unit smart townhouse in Serpong, South Tangerang. Successor to Somerhill House with semi-basement, mezzanine level, and spacious communal balcony. Designed by KARA Architecture.
• Luminance House (Residential Townhouse) 42-unit residential project in Ciputat, South Tangerang. Designed by Arkides featuring Glass House concept with Indoor Dry Garden and Tatami Office.
• Provenance House (Residential Townhouse) 23-unit residential project in Serpong, South Tangerang. Designed by Tamara Wibowo Architects featuring Mezzanine Office, Bar Lounge, and Panoramic Garden.
• Easton Jatibening (Commercial Shophouse) 5-unit commercial shophouse (home office) project in Bekasi. Located between Jakarta-Cikampek Toll entrance and exit gates with modern industrial design.
• Easton New Market (Commercial Shophouse) 9-unit boutique commercial complex in Tangerang. Located on Jl. KS Tubun main road with striking angular roofline design.
• Easton Bintaro (Commercial Shophouse) 6-unit commercial home office project in Bintaro, South Tangerang. Located next to Villa Bintaro Regency, 3 minutes from CBD Bintaro. Features voids and private courtyards.
• Urbana Bintaro (Commercial Shophouse) 8-unit three-story shophouse project in Bintaro, South Tangerang. The company's first commercial project launched in 2012.
• Urbana Buaran (Commercial Shophouse) 6-unit commercial project in East Jakarta with exposed brick and black Aluminium Composite Panels on facade. Construction completed in 2016.
• Urbana Ciledug (Commercial Shophouse) 6-unit four-story shophouse project in Ciledug, Tangerang. Developed in 2013 on Jl. Hos Cokroaminoto. Features Aluminium Composite Panel and glass facade.
• Easton Home Mobile App After-sales mobile application (iOS/Android) for Easton residents supporting household needs including Daily Needs delivery, Panic Button emergency alerts, Report & Repair ticketing, IPL payment reminders, Service Subscription, My Home Journey tracking, and direct chat to Easton Head Office.
• Easton Quiz (Interactive Home-Finder Tool) Interactive home-finding quiz tool at quiz.eastonurbankapital.com that helps prospective buyers identify which Easton house type suits them best, branded with fictional characters from 'Eastopia'.
• Easton Virtual Tour Virtual tour feature allowing prospective buyers to explore Easton properties remotely via the website.
• Agent Portal Web portal for registered third-party real estate agents to access Easton project materials and manage leads.
• Eastonfam Guidebook Digital guidebook for Easton residents providing rules, after-sales services, and neighborhood information.

Quantifiable outcome

• 22 residential projects completed with happy 'eastonfam' residents across Greater Jakarta and Palembang
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

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.

• Anabuki GroupcoreStrategic or Co-development Partner · 1 September 2024Anabuki Group is a Japanese housing development company collaborating with Easton Urban Kapital on the Kinary House project in Serpong. The partnership combines Anabuki's housing development expertise with Easton's local market knowledge, resulting in Kinary House — a 82-unit residential neighborhood across Peach (phase 1) and Milo (phase 2) phases, developed with Japanese-standard quality and community living principles.
• ArkidescoreStrategic or Co-development PartnerArkides is an architect firm serving as the design partner for Luminance House. The firm is credited with designing the 'Glass House' concept and indoor dry garden features that define the project's aesthetic differentiation.
• KARA ArchitecturecoreStrategic or Co-development PartnerKARA Architecture designed multiple Easton projects including Evertree House (Semi-Outdoor Kitchen & Dining Area), Favoury House (compact cozy design), and Hummingbird House (smart townhouse with semi-basement and mezzanine level). The firm is a repeat collaborator across the portfolio.
• dhaniesalcoreStrategic or Co-development Partnerdhaniesal architects designed Wellspring House, featuring the Sunny Patio concept and SpringWalk Garden. The firm's personalized outdoor design approach is a signature element of the Wellspring project.
• rafaelmiranti architectscoreStrategic or Co-development Partnerrafaelmiranti architects designed Windflower House (Serpong) and Wovendream House (Jakarta), both featuring signature courtyard and nature-integrated design elements. The firm is credited with the Inner Courtyard and outdoor living concepts.
• Kevin Tan StudiocoreStrategic or Co-development PartnerKevin Tan Studio designed Kinary House (Peach and Milo phases), introducing unique features such as Garden Terrace Living, Panoramic Garden, and Flexible Multiroom concepts. The firm brought modern family living design innovation to the Kinary House project.
• Pranala AssociatescoreStrategic or Co-development PartnerPranala Associates designed Ardency House, contributing the double-height ceiling and rooftop design features that are signature innovations within the Easton project portfolio.
• SpoacoreStrategic or Co-development PartnerSpoa designed Havenwood House, introducing unique features such as the Tatami Backyard and Panoramic Dry Garden, targeting young families with distinctive design touches not commonly found in competing developments.
• Tamara Wibowo ArchitectscoreStrategic or Co-development PartnerTamara Wibowo Architects designed Provenance House, contributing the Mezzanine Office, Bar Lounge, and Panoramic Garden features, creating a cozy villa atmosphere in the Serpong development.
• Ruang RonacoreStrategic or Co-development PartnerRuang Rona designed Clarity House, focused on seamlessly blending indoor and outdoor living through skylights, indoor gardens, and open-plan layouts in the Bintaro location.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Alam Sutera Realty: Listed Indonesian township developer whose flagship Alam Sutera township in Tangerang sits adjacent to Easton's headquarters area. Directly comparable in mid-to-upper mid-market landed residential and shophouse positioning in the same Jabodetabek submarket.

Broad incumbents

• Summarecon Agung: Large Indonesian listed developer known for township developments (Serpong, Bekasi, Bandung, Makassar) with a mid-market landed house and shophouse product mix overlapping with Easton's portfolio. Competes for the same aspirational middle-class buyer.
• Ciputra Group (Ciputra Development): One of Indonesia's largest listed property developers with a broad portfolio of landed houses, apartments, and commercial properties across major cities. Overlaps with Easton in mid-market landed residential segments.
• Sinar Mas Land (BSD City): Major Indonesian developer of BSD City and other townships, offering landed houses, apartments, and commercial space in Greater Jakarta. Competes for Serpong/BSD-area buyers, including Easton's Wellspring House catchment.
• Intiland Development: Listed Indonesian property developer with mixed residential, commercial, and township projects, including landed housing in Greater Jakarta. Competes in similar price segments and product categories.
• PP Properti: Listed Indonesian developer (subsidiary of PP Persero) developing landed houses, apartments, and commercial properties, including in Jabodetabek. Competes for the same mid-market residential buyer in select submarkets.
• Sinarmas Land (Hongkong Land JV - BSD): The BSD City master developer and joint venture arm focusing on residential clusters and shophouses in the BSD/Serpong corridor — directly overlapping with Easton's South Tangerang and Serpong project catchment.

Direct peers

• Metropolitan Development (Metland): Listed Indonesian mid-market developer focused on landed houses and shophouses in Greater Jakarta (Metland Transyogi, Metland Cibitung, Metland Tambun). Closely comparable in product type, target buyer, and price band to Easton.
• Triniti Land: Indonesian developer of design-led, mid-market landed residential projects in Greater Jakarta (Serpong, BSD). Closely comparable to Easton in design-forward positioning and target buyer profile.

Emerging players

• Adhi Commuter Properti: Indonesian developer focused on transit-oriented residential projects near LRT/MRT stations. Adjacent peer given Easton's announced Ciracas LRT-area residential project and shared mid-market positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@eastonurbankapital
• YouTubeyoutube.com/@eastonurbankapital
• LinkedInid.linkedin.com/company/pt.-easton-urban-kapital
• Instagraminstagram.com/eastonurbankapital

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 PT. Easton Urban Kapital