What Does PINA Do? Digital Wealth Management in Indonesia

    Learn about what PINA does, their digital wealth management platform, target customers, competitors, and key company facts.

    What Does PINA Do? Digital Wealth Management in Indonesia

    Name: PINA

    Headquarters: Jakarta, Indonesia

    Employees: 11-50

    PINA is a digital wealth management platform based in Indonesia, designed to help individuals manage their personal finances and investments in one integrated app. PINA aims to simplify complex financial decisions and empower users to achieve financial freedom through accessible technology and expert-driven advice.

    PINA's core offering brings together money management and investing, allowing users to view their net worth, track cash flow, monitor budgets, and set personalized savings goals—all automated and visualized within the app. The platform further streamlines investing by providing pre-built portfolios and automatic rebalancing, making it easy for users to get started with investments tailored to their risk preferences. Users can either select from expertly crafted portfolios or customize their own, lowering the barriers to entry for investing in the Indonesian market.

    The Technology Behind PINA's Platform

    PINA leverages fintech and machine learning technologies to deliver a holistic and user-friendly experience. Automation is key: budgeting, cash flow analysis, and progress towards savings goals are all tracked without manual input, helping users make better decisions with less effort. By integrating multiple aspects of personal finance—bank accounts, investments, and budgets—PINA is positioned as a single hub for financial wellness.

    Who Uses PINA?

    PINA primarily serves individuals and families in Indonesia who are seeking accessible, comprehensive financial planning and investment solutions. The platform is well-suited for:

    • Young professionals looking to start investing
    • Individuals aiming to better understand and manage their finances
    • Users interested in automated, goal-based saving and investing

    The Competitive Landscape: Digital Wealth Management in Indonesia

    PINA operates in the rapidly growing Indonesian fintech sector, specifically in digital wealth management and robo-advisory services. Key competitors and related players in this space include:

    • additiv: Provides end-to-end digital wealth platforms and partners with institutions like Trimegah to power wealth management experiences.
    • Trimegah: Focuses on integrating digital model portfolio solutions for banks and advisors in Indonesia.
    • HSBC Indonesia: Offers comprehensive wealth management services through traditional banking and digital interfaces.
    • Commonwealth Bank Indonesia: Launched the SmartWealth app to provide digital wealth solutions for Indonesian clients.
    • Maybank Indonesia: Recognized for their 360 Digital Wealth platform, which enables clients to set goals and monitor assets digitally.

    While banks and large financial institutions offer digital wealth products, PINA differentiates itself through its mobile-first, integrated approach focused on automation and ease of use for the Indonesian consumer.

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