LinkAja
A state-backed Indonesian digital wallet and payments platform.
LinkAja at a glance
LinkAja is a finance & banking website and one of the most visited sites in Indonesia, currently ranked #155 in the country. It was founded in 2019 by Telkomsel, Bank Mandiri, BRI, BNI and is headquartered in Jakarta, Indonesia. Today LinkAja is owned by PT Fintek Karya Nusantara (Telkom, state banks). Our estimates put its audience at ≈ 6 million visits per month. The business earns money mainly through payment fees. Its closest rivals include gopay.co.id, ovo.id, dana.id.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 5.6 million / month | +2% |
| Q2 | ≈ 5.8 million / month | +3% |
| Q3 | ≈ 6 million / month | +3% |
| Q4 | ≈ 6.4 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in Indonesia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Indonesia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 1.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Indonesia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| linkaja | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Indonesia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in Indonesia
Company information
- Website
- linkaja.id
- Sector
- Finance & Banking
- Owner
- PT Fintek Karya Nusantara (Telkom, state banks)
- Owner type
- State-owned company
- Founders
- Telkomsel, Bank Mandiri, BRI, BNI
- Founded
- 2019
- Headquarters
- Jakarta, Indonesia
- Employees
- 500+
- Ownership
- PT Fintek Karya Nusantara (Telkom, state banks) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $50 million annual revenue (est.)
- Languages
- Indonesian
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $50 million annual revenue (est.)
- Ownership
- State-owned company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
LinkAja operates a bank and digital financial platform focused on Indonesia. A state-backed Indonesian digital wallet and payments platform. Revenue comes mainly from payment fees, supported by the other lines listed below.
- Payment fees
Products & services
International presence
- Primary market
- Indonesia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Indonesia)
- #155 in this index
- Sector rank
- Leading finance & banking site in Indonesia
- Global rank
- 9000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| gopay.co.id | ≈ 3.6 million / month | #156 class competitor | — |
| ovo.id | ≈ 2.7 million / month | #157 class competitor | — |
| dana.id | ≈ 1.8 million / month | #158 class competitor | — |
What is LinkAja?
LinkAja (linkaja.id) is a bank and digital financial platform serving users in Indonesia. A state-backed Indonesian digital wallet and payments platform. It ranks #155 among the most visited websites in the country in this index, within the finance & banking category.
Who owns LinkAja?
The site is operated by PT Fintek Karya Nusantara (Telkom, state banks), founded by Telkomsel, Bank Mandiri, BRI, BNI. The company was established in 2019 and is headquartered in Jakarta, Indonesia. It employs around 500+.
Traffic and audience
Traffic estimates place LinkAja at roughly 6 million visits per month, about 0.2 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How LinkAja makes money
Revenue comes primarily from payment fees, alongside .
Competitors in Indonesia
Its closest rivals include gopay.co.id, ovo.id, dana.id.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2019
LinkAja is founded in Jakarta, Indonesia.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #155 among the most visited websites in Indonesia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns LinkAja?
LinkAja is operated by PT Fintek Karya Nusantara (Telkom, state banks). State-owned company structure, based on public filings and press reporting.
Where is LinkAja headquartered?
LinkAja is headquartered in Jakarta, Indonesia.
When was LinkAja founded?
LinkAja was founded in 2019 by Telkomsel, Bank Mandiri, BRI, BNI.
How many employees does LinkAja have?
LinkAja employs approximately 500+ people.
What is LinkAja's revenue?
LinkAja's revenue: ≈ $50 million annual revenue (est.).
Who are LinkAja's competitors?
Main competitors in Indonesia include gopay.co.id, ovo.id, dana.id.
How does LinkAja make money?
Mainly payment fees.
Is LinkAja publicly traded?
LinkAja's ownership: State-owned company.
How many visitors does LinkAja get?
Third-party estimates place LinkAja at roughly 6 million visits per month, mostly from Indonesia, with 82% mobile traffic.
Is LinkAja safe?
LinkAja is an established finance & banking site founded in 2019 and ranked #155 in Indonesia; use the official domain linkaja.id and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementslinkaja.id
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageIndonesia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos