Pintarnya, an Indonesian employment platform established in 2022, has successfully raised $16.7 million in a Series A funding round. This round was led by Square Peg, with continued support from existing investors Vertex Ventures Southeast Asia & India and East Ventures. The platform is dedicated to addressing two significant challenges faced by many Indonesians: securing stable employment and accessing responsible financial services.
Founding Vision and Mission
Founded by Ghirish Pokardas, Nelly Nurmalasari, and Henry Hendrawan, Pintarnya aims to revolutionize the traditional job search and lending processes in Indonesia. Historically, many Indonesian workers have relied on offline methods such as job fairs or personal networks to find employment. This often results in employers being overwhelmed with paper applications and candidates experiencing prolonged periods without feedback. Additionally, when seeking financial assistance, these workers frequently turn to informal sources like family or predatory lenders, leading to unfavorable borrowing conditions.
Hendrawan elaborated on the platform’s approach:
We digitize job matching with AI to make hiring faster and we provide workers with safer, healthier lending options — designed around what they can reasonably afford, rather than pushing them deeper into debt.
Addressing the Informal Workforce’s Needs
Approximately 59% of Indonesia’s 150 million-strong workforce is employed in the informal sector. This demographic often faces challenges in accessing formal financial services due to the absence of verifiable income and official employment documentation. Pintarnya addresses this issue by collaborating with asset-backed lenders to offer secured loans, accepting collateral such as gold, electronics, or vehicles.
Growth and User Demographics
Since its inception, Pintarnya has experienced significant growth. The platform now serves over 10 million job seekers and 40,000 employers nationwide. Its revenue has increased nearly fivefold year-over-year, with projections to reach break-even by the end of the current year. The primary user base consists of individuals aged 21 to 40, most of whom possess a high school education or a diploma below the university level. By focusing on this underserved segment, Pintarnya aims to cater to the substantial population of blue-collar and informal workers in Indonesia.
Beyond Employment: Financial Services Integration
While Indonesia hosts several job platforms like JobStreet, Kalibrr, and Glints, these primarily cater to white-collar roles, representing only a fraction of the workforce. Pintarnya differentiates itself by specifically targeting blue-collar workers, offering features such as quick-apply options for walk-in interviews, affordable e-learning modules on relevant skills, in-app opportunities for supplemental income, and seamless connections to financial services like loans.
The fintech sector in Indonesia has traditionally focused on white-collar or upper-middle-class consumers. Conventional credit scoring models, which rely on steady monthly income and bank account activity, often exclude blue-collar workers. Pintarnya seeks to bridge this gap by providing lending options tailored to the unique financial situations of its users.
Hendrawan highlighted the demand for financial services among their user base:
Given their employment status, lending is the most in-demand financial service for Pintarnya’s users today. We are planning to ‘graduate’ them to micro-savings and investments down the road through innovative products with our partners.
Future Plans and Vision
The recent funding will enable Pintarnya to enhance its platform technology and expand its financial service offerings through strategic partnerships. With a significant portion of Indonesian workers employed in blue-collar and informal sectors, the co-founders see substantial growth opportunities within the local market. Leveraging their extensive experience in managing businesses across Southeast Asia, they are also open to exploring regional expansion when the timing is appropriate.
Hendrawan shared the company’s long-term vision:
Our vision is for Pintarnya to be the everyday companion that empowers Indonesians to not only make ends meet today, but also plan, grow, and upgrade their lives tomorrow. In five years, we see Pintarnya as the go-to super app for Indonesia’s workers, not just for earning income, but as a trusted partner throughout their life journey. We want to be the first stop when someone is looking for work, a place that helps them upgrade their skills, and a reliable guide as they make financial decisions.
Conclusion
Pintarnya’s innovative approach to integrating employment opportunities with tailored financial services positions it as a transformative force in Indonesia’s labor market. By addressing the specific needs of blue-collar and informal workers, the platform not only facilitates job placement but also promotes financial inclusion, paving the way for a more equitable economic landscape in Indonesia.
