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Glenn Kaonang · · 3 min read

EWA meets BNPL: A smart play?

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Hi readers,

I’ve been fortunate enough to never have to ask for a salary advance. Meanwhile, many Indonesian workers have fallen into a debt trap, with some even getting stuck in a vicious cycle of borrowing money just to repay previous loans.

This is where earned-wage access (EWA) startups come in. By partnering with businesses, EWA platforms allow employees to access their pay early, helping them avoid predatory lenders.

Many of these EWA firms emerged during the Covid-19 pandemic, when financial uncertainty was at its peak. The model has gained traction since then, with some EWA startups now serving hundreds of thousands of workers across various industries.

One such startup is Jakarta-based GajiGesa, which recently caught the eye of Kredivo. The buy now, pay later giant announced it is acquiring 100% of GajiGesa in a deal reportedly worth around US$12 million. The move signals how Kredivo’s ambitions go beyond BNPL and consumer credit.

Talks between the two companies began in March 2024, according to a source familiar with the matter. GajiGesa had been looking for partners to fund its salary disbursements, while Kredivo saw the acquisition as a strategic move to expand into B2B services.

But the bigger question is, what led GajiGesa to sell? Was it a strategic decision or a necessity?

Glenn Kaonang, journalist at Tech in Asia


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Image credit: Timmy Loen

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Glenn Kaonang