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Indonesian wealth management app PINA bags US$3M seed round led by AC Ventures

Published on July 4, 2022

PINA offers investors holistic financial advice and wealth management solutions. It brings a bold mission to empower Indonesians seeking financial freedom. 

PINA.ID, the leading and experienced wealth management app in Indonesia, has completed its US$3 million Seed Funding round led by AC Ventures, Vibe.VC, & Y Combinator, with participation from XA Network. Existing investors, such as 1982 Ventures and Prasetia Dwidharma also participated in the round. The funding will be used to accelerate product development and customer growth.

PINA aims to offer investors holistic financial advice and investment management solutions. The platform brings a mission to empower Indonesians to secure financial freedom by making complicated financial decisions simple and relevant.

High Fees and minimums have made wealth management services inaccessible to most Indonesians. And self-directed solutions require people to navigate a complex environment comprising checking accounts, investment, budgeting apps, spreadsheets, and more. Serving users through software vs. relationship managers allows PINA to provide holistic financial advice without steep fees and account minimums. Access to PINA’s money management tools and advisors is free, and they only charge a fee when customers make an investment on the platform.

PINA offers powerful money management tools and all-in-one investing solutions from diversified hands-off portfolios to simplified hands-on investing by providing personalized financial advice and automated money management and investing tools within a single app.

Through the PINA app, users can link all their financial accounts to manage their money in one place and harness that data to automate the savings and investing goals that they have set.

Wealth management in emerging markets

Daniel van Leeuwen, Co-founder of PINA, states, “we believe many Indonesians are underserved in terms of building up their wealth, both in terms of access to advice and products. Our vision is to offer an intelligent, practical, personal wealth management platform that empowers people to take control of their financial lives. We believe the perfect finance account is one that manages and automates every aspect of a person’s finances based on that person’s wants and needs. We want to become  the OS of people’s financial life, and this recent fundraising will allow us to move faster towards that goal.”

Adrian Li, Founder & Managing Partner, AC Ventures, states, “the rising adoption of non-cash transactions along with the increase in mass affluent individuals in Indonesia has enabled new billion-dollar opportunities to emerge for wealth management platforms that offer a full stack of services including money management and investing. The team at PINA brings in-depth knowledge and connection within the financial services industry – making PINA one of the most promising companies in the field.”

PINA takes best practices from wealth managers and financial planners and inputs that into the software. Automating best practices (personalized financial advice, outcome-based investing strategies, budgeting) and removing complexity and elements which make wealth management inaccessible to most people – expensive relationship managers and steep account fees or minimums.

Established in 2021, PINA has a solid local team with deep expertise across design, tech, growth, and capital markets. Before founding PINA, Daniel van Leeuwen was the Country Marketing Head of Grab Indonesia. He was responsible for developing and driving the Brand & Marketing strategy for the super app. Fajar Kuntoro, a technical co-founder, was head of tech and engineering at Mirum, Indonesia’s largest digital agency.

Fast traction equals proof of concept

Meanwhile, Christian Hermawan, who leads investment operations and legal, has over 26 years in the capital markets. He founded Trust Securities and grew it to over $151 million monthly trading volume. Prior to that, he was Director of Sucorinvest Investment Management. Hendry Chou headed the product and was the Product Design Lead at Zenius before founding PINA.

Currently, PINA has over 25k users on the platform and over US$4.1 million in AUM. Within three months of launching its product, the company managed to show strong traction, whereby its AUM grew by 2x in February 2022 and a further 18x in March 2022. The startup will utilize the financing to accelerate customer growth and bolster its product by expanding its advisory and investment features and building out complimentary services like access to career coaching, Certified Financial Planners, and exclusive member events.

Indonesian auto-financing startup Broom grabs $3M led by AC Ventures

See also: Fintech’s coming of age in Indonesia

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