JAKARTA, INDONESIA - Aug 25, 2025 (UTC) - Pintarnya, an Indonesian employment platform that combines job matching with integrated financial services, has successfully raised $16.7 million in Series A funding to expand its services for the country’s massive blue-collar workforce. The funding round was led by prominent venture capital firm Square Peg, with participation from existing investors Vertex Venture Southeast Asia & India and East Ventures. This strategic investment validates Pintarnya’s unique approach to addressing the dual challenges of employment access and financial inclusion that affect millions of Indonesian workers.
Addressing Indonesia’s Employment and Financial Service Gap
Founded in 2022 by Ghirish Pokardas, Nelly Nurmalasari, and Henry Hendrawan, Pintarnya was created to tackle two major challenges facing Indonesian workers: finding sustainable employment and accessing responsible financial services.
“Traditionally, mass workers in Indonesia find jobs offline through job fairs or word of mouth, with employers buried in paper applications and candidates rarely hearing back. For borrowing, their options are often limited to family/friend or predatory lenders with harsh collection practices,” explained Henry Hendrawan, co-founder of Pintarnya.
The platform addresses these challenges by digitizing job matching with artificial intelligence to make hiring faster and more efficient, while providing workers with safer, healthier lending options designed around what they can reasonably afford.
Massive Market Opportunity in Indonesia’s Informal Economy
The Indonesian market presents enormous opportunities for Pintarnya’s services. Around 59% of Indonesia’s 150 million workforce is employed in the informal sector, highlighting the difficulties these workers encounter in accessing formal financial services because they lack verifiable income and official employment documentation.
This massive informal workforce faces significant barriers when trying to access traditional banking and employment services, creating a substantial market gap that Pintarnya is uniquely positioned to fill.
Impressive Growth and Market Penetration
Since its seed funding in 2022, Pintarnya has demonstrated remarkable growth. The platform currently serves over 10 million job seeker users and 40,000 employers nationwide. Its revenue has increased almost fivefold year-over-year and expects to reach break-even by the end of the year.
The startup primarily serves users aged 21 to 40, most of whom have a high school education or diploma below university level, reflecting the large population of blue-collar and informal workers who have been largely overlooked by existing platforms.
Differentiated Approach in Crowded Market
While Indonesia has established job platforms like JobStreet, Kalibrr, and Glints, these primarily cater to white-collar roles. Pintarnya’s platform is designed specifically for blue-collar workers, offering tailored experiences such as quick-apply options for walk-in interviews, affordable e-learning on relevant skills, in-app opportunities for supplemental income, and seamless connections to financial services.
This differentiated approach extends to financial services, where conventional credit scoring models that rely on steady monthly income often leave blue-collar workers overlooked by existing fintech providers.
Innovative Financial Services Integration
Pintarnya tackles financial inclusion through strategic partnerships and innovative lending approaches. The platform partners with asset-backed lenders to offer secured loans, using collateral such as gold, electronics, or vehicles. This enables workers without traditional credit profiles to access financial services safely.
“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,” Hendrawan noted.
Strategic Use of Funding and Growth Plans
The new funding will enable Pintarnya to strengthen its platform technology and broaden its financial service offerings through strategic partnerships. The company plans to use the Series A funding to:
- Enhance platform technology and AI-powered job matching capabilities
- Expand financial service offerings through strategic partnerships
- Strengthen market penetration in underserved segments
- Develop innovative products for micro-savings and investments
With most Indonesian workers employed in blue-collar and informal sectors, the co-founders see substantial growth opportunities in 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 right.
Vision for Indonesia’s Working Class
“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,” Hendrawan explained. “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.”
The company aims to become 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.
Industry Impact and Future Implications
Pintarnya’s success represents a significant development in Indonesia’s digital economy, particularly in addressing the needs of the informal workforce that has been historically underserved by traditional financial and employment services.
The continued participation of existing investors Vertex Venture Southeast Asia & India and East Ventures, who previously led the company’s seed funding round, demonstrates strong confidence in Pintarnya’s business model and growth trajectory.
As Pintarnya moves forward with its Series A funding, the company is well-positioned to capture a significant share of Indonesia’s massive informal employment market. With strong investor backing, proven growth metrics, and a clear vision for comprehensive worker services, Pintarnya appears poised to become the definitive platform for Indonesia’s blue-collar workforce.
The success of this funding round not only validates the company’s approach but also highlights the enormous potential for technology-driven solutions that address real-world challenges facing millions of workers across Southeast Asia’s developing economies.
