Asuransi Bintang

What Asuransi Bintang does

Asuransi Bintang is an Indonesian general (non-life) insurance company founded in 1955 and headquartered in Jakarta. The company is publicly listed on the Indonesia Stock Exchange under the ticker IDX:ASBI and operates as a for-profit insurer with 251-500 employees. Its founding group includes Soedarpo Sastrosatomo, Andy Moenaf, Johan Koesman, Ismet, Pang Kim, Ali Budiarjo, Wibowo, and Zafar Idham, with Zafar Idham currently serving as founder, president, and CEO. The company serves the Indonesian general insurance market, which spans motor, property, marine, and commercial lines.

The disclosed financials indicate a mid-sized Indonesian general insurer operating at meaningful scale, with reported revenue in the IDR tens of trillions across 2021-2025. The financial profile is characteristic of an insurer in a price-competitive market: consistently negative EBITDA and operating income, partially offset by positive net income, implying underwriting pressure compensated by investment income or non-operating gains. Enterprise value has declined materially from a 2023 peak, and revenue has been highly volatile year over year, with a sharp 2024 spike and partial 2025 reversal that suggest non-organic drivers or data inconsistencies rather than steady growth.

The company operates without disclosed technology differentiation, digital distribution platforms, or AI/ML capabilities in the input data. No recent strategic moves such as acquisitions, new product launches, partnerships, geographic expansion, or leadership changes beyond the existing founder-CEO arrangement are documented. Customer concentration, segment mix, and product-level revenue splits are not disclosed, limiting visibility into underwriting quality and growth drivers.

Name

Asuransi Bintang

Website

https://heylink.me

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Short description

Asuransi Bintang is an Indonesian general insurance company founded in 1955, headquartered in Jakarta, and publicly listed on the Indonesia Stock Exchange (IDX: ASBI), serving the domestic non-life insurance market with 251-500 employees.

Ownership category

akta.pro rank

Product category

General Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)

akta.pro primary industry

Travel & Accident (Non-Life) Insurance (FSAJAMAN)

Keywords

• General insurance
• Property insurance
• Motor vehicle insurance
• Marine insurance
• Personal accident insurance

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription - PRO Tier: Monthly or annual subscription revenue from PRO plan upgrades. PRO offers enhanced features including 100 links (vs 50 for Starter), lower transaction fees (3.9% + 30c vs 9.9% + 30c), custom branding, custom domains, themes, avatars, and priority support.
2. Advertising Revenue Share: Users can activate Google AdSense on their pages to earn money from displayed advertisements. HeyLink.me takes a share of advertising revenue generated through the platform.
3. Transaction Fees (Commerce): Platform takes a percentage fee plus fixed fee on e-commerce transactions processed through the platform. Starter tier: 9.9% + 30c per transaction; PRO tier: 3.9% + 30c per transaction.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Asuransi Bintang is a general insurance company that provides non-life insurance products and services in Indonesia. Founded in 1955 and publicly listed on the Indonesia Stock Exchange under ticker ASBI, the company sells general insurance coverage to customers in Indonesia, operating in the general insurance (asuransi umum) segment that covers non-life insurance lines such as property, motor vehicle, marine, and personal accident risks.

Product overview

HeyLink.me is a unified link-in-bio platform offering a comprehensive suite of products centered around its core link management solution. The platform provides free and PRO subscription tiers, with the PRO plan offering advanced features like 100 links, custom branding, and reduced transaction fees. The ecosystem includes KODE.link for QR code solutions, specialized products for agencies and enterprises with API access, a marketplace with 100+ integrations, and monetization capabilities through AdSense. Regional variants like HeyLink.au and NonProfit-Link.org serve specific market segments. The platform integrates with major social media networks, music streaming services, digital wallets, and e-commerce tools.

Differentiator

Problem solved

Functional benefit

Brands

• KODE.link: Advanced QR code solutions platform
• HeyLink.au
• NonProfit-Link.org
• RapidWombat
• Baby Passport & Visa Photo Maker

Products and services

• General Insurance General insurance (asuransi umum) products covering non-life insurance lines for individuals and businesses in Indonesia. As a general insurance company established in 1955 and publicly listed on the IDX under ticker ASBI, the company provides a range of non-life insurance coverage to Indonesian customers.

Quantifiable outcome

• Potential annual earnings of $1,244.50 for 50,000 monthly pageviews (based on AdSense calculator example)

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature7 records

Partnerships

One partnership is on record.

• Google AdSensecoreTechnology or IntegrationGoogle AdSense integration allows HeyLink.me users to monetize their link-in-bio pages by displaying targeted advertisements. Users sign up for AdSense through HeyLink.me and earn revenue when visitors click on ads. AdSense automatically handles ad selection from a network of online advertisers who bid for ad space.

Scale indicators4 records

Recent moves3 records

Expansion highlights2 records

Direct peers

• Asuransi Astra: One of Indonesia's largest general insurers, publicly listed on the IDX. Directly comparable as a domestic publicly traded general insurer with a similar product mix covering motor, property, and casualty lines.
• Asuransi Tokio Marine Indonesia: Indonesian subsidiary of Japan's Tokio Marine Holdings. Comparable as a foreign-affiliated general insurer offering overlapping motor, property, marine, and casualty products in the Indonesian market.
• Asuransi Umum BCA: General insurance arm of Bank Central Asia, one of Indonesia's largest banks. Comparable as a bank-affiliated general insurer leveraging bancassurance distribution to serve similar customer segments.
• Asuransi MSIG Indonesia: Indonesian subsidiary of Japan's MS&AD Insurance Group. Comparable as a foreign-affiliated general insurer offering similar P&C products to corporate and individual clients in Indonesia.
• Asuransi Tugu Pratama Indonesia: State-owned Indonesian general insurer affiliated with the state oil and gas sector. Comparable as a domestically owned general insurer offering similar P&C products to corporate and institutional clients.
• Asuransi Sinar Mas: Major Indonesian general insurer affiliated with the Sinar Mas conglomerate. Comparable as a large domestic general insurer operating in motor, property, and casualty lines across Indonesia.
• Sompo Insurance Indonesia: Indonesian subsidiary of Japan's Sompo Holdings. Comparable as a foreign-affiliated general insurer competing in motor, property, marine cargo, and casualty lines in the same market.
• Asuransi Allianz Indonesia: Indonesian subsidiary of Germany's Allianz Group. Comparable as a multinational-affiliated general insurer offering P&C products through agency and bancassurance channels in Indonesia.
• AXA Insurance Indonesia: Indonesian subsidiary of France's AXA Group. Comparable as a multinational general insurer offering motor, property, and casualty products to Indonesian consumers and businesses.
• Chubb Insurance Indonesia: Indonesian subsidiary of US-based Chubb Limited. Comparable as a multinational general insurer providing property, casualty, and specialty lines to corporate and high-net-worth clients in Indonesia.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/asuransibintang

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 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 Asuransi Bintang