Despite a tightening regulatory transition and a more selective market, Indonesia’s fintech lending (pindar) industry remained resilient in 2024, with outstanding loans reaching IDR 77.02 trillion, a 29.14% increase from the previous year (10/6).

PT Indonesia Fintopia Technology (Easycash), a licensed and OJK-supervised lending platform, recorded a net profit of IDR 13.97 billion in 2024. This marks a 22% increase from IDR 11.39 billion in 2023.

"This year is a key moment for the industry to strengthen resilience, compliance, governance quality, and lay a solid foundation for the future," said Easycash CEO Nucky Poedjiardjo on Tuesday, June 10, 2025.

The company attributed its improved performance to more effective promotional strategies and sustained brand visibility through targeted digital campaigns and content-driven marketing.

Operational Costs Controlled Amid Investment in Service Quality

Easycash maintained operational efficiency by significantly reducing marketing expenses to IDR 94.11 billion.

At the same time, the company invested in infrastructure upgrades and service quality improvements, contributing to higher operational costs.

These investments, according to the company, demonstrate its long-term commitment to sustainable user satisfaction and continued growth.

The company’s ability to remain stable and strategically adaptable was also supported by the application of artificial intelligence (AI) and machine learning.

These technologies enhanced risk management precision and improved the overall user experience.

Regulatory compliance and strong corporate governance remain at the core of Easycash's strategy.

"Easycash places regulatory compliance as the top priority across all operations, particularly in implementing POJK No. 40 of 2024. This is a clear reflection of our commitment to good governance and sustainable, long-term growth,” said Nucky.

New Board Members Strengthen Corporate Governance

To enhance its corporate governance, Easycash shareholders approved the appointment of Nadjib Riphat Kesoema as Independent Commissioner and Harza Sandityo as Director.

Their appointments will become effective after passing the OJK’s fit and proper test.

Nadjib is a senior diplomat with over 30 years of experience, having served as Indonesia's Ambassador to Australia and Vanuatu (2012–2017), and to the EU, Belgium, and Luxembourg (2006–2010).

He also held the role of Deputy Minister for Political and Foreign Affairs Coordination at the Coordinating Ministry for Political, Legal, and Security Affairs.

His extensive diplomatic background is expected to strengthen oversight functions and provide strategic policy perspectives for Easycash’s governance.

Harza Sandityo, with a legal education background, has over 17 years of experience in finance, banking, and entrepreneurship.

He previously served as founder and CEO of a prominent fintech ecosystem company in Indonesia.

His presence on the board is expected to reinforce Easycash’s adaptability and commitment to governance with integrity, prudence, and sustainability.

Acknowledgment of Stakeholder Support and Industry Collaboration

Nucky expressed gratitude to all parties supporting Easycash’s growth, “We thank the OJK for reinforcing the foundation of the fintech lending industry, our strategic partners for helping build a healthy ecosystem, and our loyal users for continuing to trust our services”.

He added that Easycash is ready to contribute and collaborate further with all stakeholders to strengthen inclusive and sustainable growth in Indonesia’s fintech lending sector.

PHOTO: IDXCHANNEL/EASYCASH

This article was created with AI assistance.