TAF

What TAF does

PT Toyota Astra Financial Services (TAF) is an Indonesian non-bank financial services company (multifinance) founded in 2005 as a joint venture between Toyota and Astra International, operating under Otoritas Jasa Keuangan (OJK) supervision. TAF provides retail auto financing for Toyota, Daihatsu, and Lexus vehicles through embedded dealer financing and a national branch network of 42 offices across 39+ Indonesian cities. Beyond core new-vehicle financing, the company has expanded into used car financing (Mobil Bekas), Sharia-compliant vehicle financing (TAF Syariah), cash loans (Dana Tunai), pilgrimage financing (Pembiayaan Umroh), corporate fleet financing, and the Kinto vehicle subscription/leasing sub-brand, with the Siap Danai platform consolidating non-vehicle consumer finance products.

TAF's technology stack centers on the FLEX mobile application, which provides credit simulation, installment management, payment notifications, and the TOMi Online Services video-call customer support channel, supplemented by WhatsApp, call center (1500-550), and website channels. Distribution combines direct branch presence, embedded dealer financing at authorized Toyota/Daihatsu/Lexus outlets, corporate fleet sales, and digital self-service via FLEX. Pricing is quote-based with a stated 30% minimum down payment on auto loans; revenue is generated through interest spreads on financing transactions across all product lines.

TAF operates as a privately held subsidiary within the Astra International conglomerate and reported 1,001-5,000 employees as of the input period. In 2025, the company celebrated its 20th anniversary, earned MURI recognition for a nationwide blood donation CSR initiative, and received multiple industry awards (Top 20 Financial Institution 2025, MarkPlus Best Industry Marketing Champion, Indonesia Best CMO Awards). Governance changes during 2025 included the resignation of Director Budi Setiawan (March) and Corporate Secretary Aryani Sri Hartati (October), with Andhy Hermawan appointed as the new Corporate Secretary.

Name

TAF

Legal name

PT Toyota Astra Financial Services

Website

https://taf.co.id

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PT Toyota Astra Financial Services (TAF) is an Indonesian non-bank multifinance joint venture of Toyota and Astra International, providing auto financing for Toyota, Daihatsu, and Lexus vehicles plus cash loans, Sharia financing, pilgrimage financing, and fleet services across 42 branches in Indonesia.

Ownership category

akta.pro rank

Product category

Auto Financing Services

NAICS

Sales Financing (52222)

SIC

Finance Lessors (6172)

akta.pro primary industry

New & Used Auto Purchase Loans (FSAKADAA)

akta.pro secondary industries

Fleet & Commercial Vehicle Finance (FSAKADAE), Shariah-compliant Financing Products (Murabaha, Ijara, Tawarruq, Istisna, Salam) (FSABAGAH)

Keywords

• Auto financing services
• Vehicle leasing solutions
• Sharia compliant financing
• Consumer auto lending
• Fleet financing services

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices27 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Auto Financing: Provides financing solutions for new and used cars, earning revenue through interest spreads on loans. Partners with Toyota, Daihatsu, and Lexus brands for embedded financing at dealerships.
2. Sharia Financing: Sharia-compliant car financing products following Islamic financial principles for customers seeking halal financing options.
3. Cash Loans (Dana Tunai): Provides cash loans for various purposes including home renovation, education, and wedding expenses, generating revenue through interest on the loans.
4. Fleet Services: Financing solutions for corporate fleet customers managing multiple vehicles for business purposes.
5. Pilgrimage Financing (Umroh): Sharia-compliant financing specifically for Hajj and Umroh pilgrimage travel packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

PT Toyota Astra Financial Services (TAF) provides automotive and personal financing solutions in Indonesia, primarily offering new and used car loans for Toyota, Daihatsu, and Lexus brands. Its portfolio extends to Sharia-compliant vehicle financing, cash loans (Dana Tunai), pilgrimage financing (Umroh), corporate fleet financing, and the Kinto vehicle subscription/leasing sub-brand. Customer access is delivered through the FLEX mobile application, a network of 42 branches across 39 Indonesian cities, embedded dealer financing, and digital channels.

Product overview

PT Toyota Astra Financial Services (TAF) is an Indonesian non-bank financial services company (multifinance) jointly owned by Toyota Astra Motor and Astra International. TAF operates a platform-plus-modules architecture anchored by its core retail car financing product (Kredit Mobil) for Toyota, Daihatsu, and Lexus brands, supplemented by the FLEX mobile application as the primary digital customer touchpoint. The product portfolio spans: new vehicle financing (Toyota, Daihatsu, Lexus), used car financing (Mobil Bekas), cash loans (Dana Tunai), pilgrimage financing (Pembiayaan Umroh) — all consolidated under the Siap Danai sub-brand — Sharia-compliant vehicle financing (Pembiayaan Syariah), fleet/corporate financing (Fleet), and the Kinto subscription/leasing sub-brand. FLEX enables credit simulation, installment management, TOMi Online Services (video call support), and WhatsApp-based notifications. TAF's offerings serve both individual retail customers and corporate fleet buyers across its nationwide branch network.

Differentiator

Problem solved

Functional benefit

Brands

• FLEX: Mobile application for TAF customers to manage their financing, make payments, and access services including Tomi Online Services (Video Call) feature.
• Kinto
• Siap Danai
• TAF Syariah

Products and services

• Kredit Mobil (Retail Car Financing)

Quantifiable outcome

• 652 blood bags collected through corporate social responsibility initiative
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• MarkPlus, Inc.minorGTM or Marketing Partner · 11 December 2025MarkPlus, Inc. is the largest marketing consulting firm in Indonesia and Southeast Asia that awards The Best Industry Marketing Champion recognition to companies demonstrating marketing excellence.
• Tim UPT PMI (Palang Merah Indonesia)minorStrategic or Co-development Partner · 22 October 2025Collaboration with Tim UPT PMI (Indonesian Red Cross) for organizing the serial blood donation drive during TAF's 20th anniversary celebration across 39 locations, collecting 652 blood bags.
• ToyotacoreChannel Partner/ Reseller/ DistributorToyota is the primary automotive brand partner for TAF's auto financing services. TAF provides embedded financing solutions for Toyota vehicles through authorized dealers across Indonesia, serving as a key distribution channel for Toyota's sales while generating financing revenue.
• DaihatsucoreChannel Partner/ Reseller/ DistributorDaihatsu is a key automotive brand partner for TAF's financing services. TAF provides financing solutions for Daihatsu vehicles through authorized dealers, including special collaboration programs like Daihatsu TOS (Tomi Online Services) for customer convenience.
• LexuscoreChannel Partner/ Reseller/ DistributorLexus is the premium automotive brand partner for TAF's financing services, providing luxury vehicle financing solutions through authorized Lexus dealers in Indonesia.
• OLXmobbiminorStrategic or Co-development PartnerOLXmobbi partnered with TAF to offer special financing programs for their employees, including test drives, vehicle appraisals, and financing consultation services at OLXmobbi Indonesia office events.

Scale indicators4 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• BFI Finance Indonesia: Public Indonesian multifinance company offering consumer financing for cars, motorcycles, and property. Comparable as a broad-line multifinance competitor in the Indonesian market with similar customer segments.
• Adira Finance: Astra International's publicly-listed multifinance arm covering used cars, motorcycles, and consumer financing across Indonesia. Comparable as an Astra-owned multifinance peer with overlapping product breadth and similar captive-dealer distribution.
• WOM Finance: Public Indonesian multifinance company (originally Wahana Oto Mitra) focused on used motorcycle and car financing. Comparable as a dedicated multifinance competitor with overlapping product offerings in used vehicle financing.
• Mandiri Tunas Finance: Joint venture financing arm of Bank Mandiri, Indonesia's largest state-owned bank, focused on vehicle financing for retail and corporate customers. Comparable business model, customer segments, and dealer-driven distribution.
• BCA Finance: Captive financing arm of Bank Central Asia (BCA), Indonesia's largest private bank. Directly comparable as a bank-owned multi-brand auto financing competitor with similar product set (new/used car financing, fleet) and large customer base.
• OTO Multitrade (OTO Finance): Indonesian multifinance company specializing in used motorcycle and used car financing with strong dealer network. Comparable for its focus on the used vehicle financing segment that TAF also serves through Mobil Bekas.
• Maybank Finance Indonesia: Financing arm of Maybank Indonesia (a leading Malaysian-owned bank). Comparable as a multi-product Indonesian financing competitor with significant auto financing exposure and nationwide branch network.
• BRI Finance: Financing subsidiary of Bank Rakyat Indonesia (BRI), the largest Indonesian bank by assets. Comparable as a bank-affiliated multifinance peer offering auto and consumer financing to retail and corporate customers.
• Astra Credit Companies (ACC): Sister company under the Astra International group, ACC provides auto financing for non-Toyota brands (Honda, Nissan, Mitsubishi, etc.) in Indonesia. Closest comparable given shared parent, identical captive distribution model, and overlapping customer base in the Indonesian auto finance market.

Broad incumbents

• Toyota Financial Services: Global captive financing arm of Toyota Motor Corporation, the ultimate parent concept for TAF. Comparable as the broader Toyota global finance organization, though TAF operates as a JV with Astra in Indonesia rather than as a wholly-owned Toyota unit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/taf_indonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 TAF