SETIPE

What SETIPE does

SETIPE is an Indonesian online dating platform launched in October 2013 and operated by PT. Cinta Sukses Makmur, headquartered in Jakarta. It targets single Indonesian adults — particularly young professionals seeking committed relationships — and differentiates on a privacy-by-design model in which user profiles are visible only after both parties have been matched. The core product is a Big Five personality-based recommendation engine, designed in collaboration with clinical psychologists including an in-house M.Psi specialist (Pingkan Rumondor) and an external psychology partner (Pranikah.org). The matching layer combines the personality profile with declared preferences to produce compatibility scores and curated match suggestions, deployed via web and native mobile apps (iOS and Android), with supplemental content/community sub-brands including Mana Jodohku and #LoveAcademy. Underlying infrastructure includes a database of approximately 300,000 registered members (as of March 2015) generating structured behavioral and match-outcome data.

The business operates on a freemium model: registration and limited use are free, while monetization is via paid match packages priced at Rp 50,000 for 10 matches (~US$3) and Rp 100,000 for 30 matches (~US$7). Distribution and brand credibility are strengthened by association with the Lunch Actually group — a regional dating/concierge brand — and by a celebrity evangelist (actor Christian Sugiono). The team is small (1–10 employees), led by CEO & Founder Razi Thalib, with Aaron Nio as CFO & Head of BI, a Head of Technology (Christophe), an in-house psychologist, and a celebrity backer. In January 2016, SETIPE was selected for the Google Launchpad Accelerator, providing third-party validation and access to Google product resources. The company is funded to date primarily by an undisclosed 2013 angel round; no further financing rounds are disclosed in the available data.

Name

SETIPE

Legal name

PT. CINTA SUKSES MAKMUR (SETIPE.COM)

Website

https://setipe.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

SETIPE is an Indonesian online dating platform using Big Five personality-based matching to serve single Indonesian adults seeking committed relationships, operated by PT. Cinta Sukses Makmur in Jakarta as part of the Lunch Actually group.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Match Package Purchases: Users purchase additional match packages to priority access to new potential partners. Packages available: Rp 50,000 for 10 matches, Rp 100,000 for 30 matches. Core registration and personality reporting are free.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SETIPE is a freemium online dating platform for single adults in Indonesia that pairs members using an automated matching engine built on a Big Five (OCEAN) personality assessment designed by its in-house clinical psychologists. Members register for free, complete a personality questionnaire, and receive daily, compatibility-ranked match introductions; profiles are private and only visible to the user and their matched partners. The platform monetizes through purchased Premium Match Packages (Rp 50,000 for 10 matches, Rp 100,000 for 30 matches) and offers its service via web and native iOS/Android apps.

Product overview

Setipe operates as a unified online dating platform built around a science-based matchmaking methodology. The core product is the Setipe Dating Platform, which integrates three primary components: a comprehensive Personality Report assessment (based on the Big Five personality model, designed by in-house clinical psychologists), a Matching Engine algorithm that automatically recommends and delivers compatible partners with percentage-based compatibility scores, and an Anonymous Messaging system for secure in-platform communication. Users access the service via the Setipe mobile app (iOS and Android) and web. The platform generates revenue through Premium Match Packages (add-on bundles of 10 or 30 additional matches at Rp 50,000 and Rp 100,000 respectively). The Setipe Love Academy provides supplementary relationship education content in partnership with Lunch Actually Group, while the Misi Penyelamatan Jomblo campaign drives user growth through a referral rewards system. Registration is free; the platform was launched in October 2013.

Differentiator

Problem solved

Functional benefit

Brands

• Mana Jodohku: Referenced in navigation alongside Setipe, appears to be a related platform under Lunch Actually Group
• #LoveAcademy

Products and services

• Setipe Dating Platform An online dating platform for single adults in Indonesia that uses a science-based, Big Five personality matching engine to introduce compatible matches without manual searching. Includes private profiles visible only to matched pairs, a free personality report, algorithm-generated match recommendations with compatibility scores, and secure in-platform messaging.
• Premium Match Packages Paid, unit-priced bundles of additional high-compatibility match introductions that let users accelerate beyond the standard organic daily match allocations. Available in two sizes: Rp 50,000 for 10 additional matches and Rp 100,000 for 30 additional matches.

Quantifiable outcome

• 101 marriages within 2 years of operation
• +2 more outcomes

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 capability4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Pranikah.orgcoreStrategic or Co-development PartnerPranikah consists of 9 professionals in psychology, law, finance, and healthcare dedicated to preparing couples for healthy married life. They provide expertise support to Setipe in creating compatible matches and ensuring healthy relationships for users.
• Lunch ActuallycoreStrategic or Co-development PartnerParent company or major strategic partner. Lunch Actually is an established dating service company. Setipe is listed under the Lunch Actually umbrella (lunchactually.com/setipe) and appears to be their Indonesian market operation.
• Google Launchpad AcceleratorminorStrategic or Co-development PartnerSetipe was selected as one of seven Indonesian startups for Google's 6-month Launchpad accelerator program in January 2016, aimed at helping startups build mobile products.
• PuremotionminorGTM or Marketing PartnerPhotography partner collaborating with Setipe on advice content, specifically providing tips for profile photography through their Instagram account @puremotionphoto.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Tinder: Tinder is the global swipe-based dating leader and has actively expanded across Southeast Asia including Indonesia. While broader than Setipe's serious-relationship focus, it competes for the same Indonesian single-user segment and exerts pricing and engagement pressure on Setipe's daily match limits.
• Badoo: Badoo is a global dating-focused social network with established presence across emerging markets, including Southeast Asia. It competes with Setipe for Indonesian singles and operates a similar freemium model with paid feature upgrades.
• Bumble: Bumble operates a women-first dating and networking app with significant presence in Southeast Asia. It targets relationship-minded daters overlapping with Setipe's segment and competes on similar dating-intent grounds in the Indonesian market.
• Lunch Actually: Lunch Actually is the established Singapore-headquartered matchmaking and dating service company and Setipe's parent/strategic partner. It operates offline curated matchmaking across Asia and Setipe functions as its online Indonesia vertical, sharing brand, team resources, and customer base.
• eharmony: eharmony built its brand on a proprietary compatibility matching system targeting marriage-minded users, structurally the closest global analogue to Setipe's psychology-based matching approach. Both target users seeking long-term committed relationships rather than casual encounters.

Regional players

• Paktor: Paktor is a Southeast Asian dating app headquartered in Singapore, operating across Indonesia, Malaysia, Singapore, and Taiwan. It is a direct regional peer in the Indonesian market with overlapping target users and dating-mechanics approaches.

Direct peers

• OkCupid: OkCupid built its brand on personality-test-based matching using Big Five-style questionnaires, directly mirroring Setipe's core differentiator. It is the closest methodological peer and competes for users who value compatibility-driven matchmaking over appearance-first browsing.
• Hinge: Hinge positions itself as the relationship-focused dating app designed to be deleted, mirroring Setipe's focus on long-term compatibility. Both compete in the serious-relationship segment using profile depth and compatibility signals rather than pure swipe mechanics.
• Tantan: Tantan is the Chinese-origin swipe-based dating app that aggressively expanded into Southeast Asia including Indonesia. It operates in the same Indonesian consumer segment and competes for daily active engagement and match volumes.
• Coffee Meets Bagel: Coffee Meets Bagel is a curated daily-match dating app targeting relationship-minded users, with strong roots in Asian-American communities and presence in Asia-Pacific. Its limited daily match selection and curated recommendation model closely parallels Setipe's controlled daily matching product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SetipeDotCom
• LinkedInlinkedin.com/company/3477996
• Xx.com/setipedotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 SETIPE