Problem

PINA addresses the “advice gap” in Indonesia’s personal-finance market: making wealth management and individualized financial guidance accessible beyond the very wealthy. Traditional advice can involve high minimums and fees, while many investment apps focus mainly on low-cost access for first-time investors rather than helping people coordinate their broader financial lives. PINA targets the country’s growing middle-to-upper class, which TechCrunch described in 2022 as roughly 52 million people, and aims to make complicated financial decisions simpler and more relevant.

The core use case is goal-based wealth building: helping someone plan and invest for a home, retirement, or children’s education while understanding their cash flow, budget, debts, and existing assets. The economic value is not merely access to another investment product; it is lower-cost, personalized guidance and a more coherent plan for turning fragmented savings and investments into progress toward specific financial goals.

Product / Service

PINA is a hybrid digital wealth-management service combining a personal-finance and investment app with access to financial planners, including Certified Financial Planners. Users can link bank accounts, e-wallets, pension and investment accounts to view net worth, cash flow, budgets, assets, and liabilities in one place; they can then set financial goals, receive advice, and choose either automated or more hands-on investment strategies. Its automated portfolios use goals, time horizon, risk tolerance, and priorities to allocate investments, with automatic rebalancing when the portfolio drifts from its target.

The broader service includes budgeting, emergency-fund planning, debt and insurance management, goal-based investment plans, asset allocation, and investment and insurance reviews. PINA’s current site advertises a free goal tier alongside paid planning packages, including monthly and six-month options, while its employer-facing Financial Wellness Program gives companies an HR dashboard and employees access to personalized planners and financial tools. The model therefore combines scalable software with human advice, aiming to make professional financial planning more affordable and actionable.

Market

PINA competes in Indonesian fintech across digital wealth management, personal-finance aggregation, investment platforms, and robo-advisory. It positions itself as a more holistic alternative to apps centered on transaction access or first-time investing, integrating planning, money management, advice, and investing in one product. Adjacent competitors identified in contemporary coverage include Pluang, GoTrade, Bibit, Ajaib, and Pintu; these overlap with PINA in investment distribution, although PINA’s stated differentiation is its planning-and-advice layer.

PINA was founded in 2021, joined Y Combinator’s Winter 2022 batch, and publicly announced a $3 million seed round from AC Ventures, Vibe.VC, and Y Combinator, with participation from XA Network. The YC profile lists the company as active with a 25-person team, and PINA’s live site shows both consumer and employer offerings. The reviewed public sources do not disclose a current user count or revenue figure, so PINA should be described as an operating, venture-backed company with reported funding and product traction rather than assigning it a definitive revenue status.