Tyme enters Indonesia as part of SEA expansion, outlines integration plans

Tyme Group, the Singapore-based firm positioning itself as one of the fastest-growing standalone digital banks, is now turning its attention to Indonesia, marking the next phase in its Southeast Asian expansion.

With a distinctive approach to lending, the fintech company plans to leverage its recent funding, local partnerships, and operational efficiencies to tap into the region’s largest economy, calling the new firm GoTyme Indonesia.

As the company readies itself for launch, executives Tim Delahunty, CEO and director of GoTyme Indonesia, and John Kane, Tyme’s CEO of merchant cash advance for Asia, sat down with MARKETING-INTERACTIVE to delve into their strategy for driving sustainable growth in a highly competitive environment.

Lending over deposits, risk-shared model

Tyme Group’s expansion strategy differs from its previous approach in the Philippines and South Africa, where the focus was on deposit-taking and transactional banking first, followed by lending. In Indonesia, however, Tyme is starting with lending as the core model.

Kane (pictured, right) explained, “Most digital banks will seek to build a deposit base first and then execute their lending strategy after. What that does... is it digs a bit of a hole.” Tyme’s new model, on the other hand, allows for faster profitability.

At the heart of Tyme’s strategy in Indonesia is its partnership with Finfra, a lending infrastructure firm, through its subsidiary DanaBijak, a licensed platform that handles the regulatory heavy-lifting. This partnership not only enables GoTyme Indonesia to circumvent the often tedious and costly process of obtaining its own license but also allows it to focus its energy on lending.

But Tyme’s focus isn’t solely on the financial mechanics; it’s about embedding its services into the daily operations of local businesses. By forming relationships with point-of-sale providers, eCommerce platforms, and other merchants, Tyme aims to become more than just a lender - it wants to be a partner in growing these businesses.

This shared-risk model is a defining characteristic of Tyme’s operations in Indonesia. By tying its success directly to the performance of its partners, Tyme is betting on the ability of local businesses to thrive and expand. In this sense, Tyme isn’t just hoping to boost its own revenue - it’s working to help its partners boost theirs.

“What we are doing here, we are very confident that we will be able to achieve a win-win-win outcome for our partners, for our merchants and ourselves,” said Delahunty (pictured, left).

Enabling partners, not stealing the spotlight

In stark contrast to the flashy marketing strategies often employed by startups, Tyme focuses on integrating its branding into the fabric of its partner brands.

Kane emphasised the importance of this approach, describing it as “marketing as a service” or “agency as a service.” Tyme partners with various platforms - from ride-hailing services to POS providers - and becomes their de facto marketing agency. Rather than pushing its own brand into the limelight, Tyme aims to elevate its partners, making them the “heroes” of the marketing narrative.

“We have no desire to be the hero brand,” said Delahunty, underscoring the company’s commitment to playing a supporting role. “If our partner’s brand is elevated and their brand equity deepens relationships with their merchants, that’s a win for us. We’re happy to be in the fine print, the backup singer - not the main act.”

Don't miss: GoTyme Bank banks on the human touch in new campaign

This strategy sees Tyme’s branding adapt to its partner’s identity, aligning with its colour schemes and voice. For instance, when partnering with Yoco and iKhokha, two leading POS providers in South Africa, Tyme’s branding becomes “Yoco Finance” and “iKhokha Finance,” respectively.

This subtle integration not only ensures that Tyme’s services feel like a natural extension of the partners’ offerings but also allows Tyme to leverage the existing trust customers have in those brands.

Kane explained that Tyme’s success lies in its ability to work behind the scenes, crafting tailored campaigns that fit seamlessly with the partner’s existing marketing strategy. This collaboration is designed to benefit both parties, as Tyme integrates its services into the partner’s platform in a way that feels intuitive and familiar to users.

Ultimately, Tyme believes that by making its partners the focal point, it can create a stronger, more sustainable growth model, one where all players benefit.

Its product offerings, such as the merchant cash advance, are designed to fit seamlessly into the business cycles of its partners, which increases approval rates and reduces rejection rates.

In South Africa, where the competition is also fierce, Tyme adopted this partnership-first strategy, and it proved successful. In Indonesia, Tyme plans to replicate this model, working exclusively with pre-approved merchants through their distribution partners.

The right time for Tyme

Indonesia is not an easy market to crack. Despite its enormous potential - fueled by a young, tech-savvy population and a huge base of MSMEs - competition is fierce, and the regulatory environment is complex.

With nearly 13 years of expertise and proven success in South Africa and the Philippines, Tyme is now ready to replicate its winning formula in Indonesia, where small businesses form the backbone of the economy. “It’s not just the right time for Indonesia, it’s the right time for us,” Delahunty said.

Tyme is also anticipating growth in its Indonesian team. With a small launch team backed by Tyme’s technology hub in Vietnam, the plan is to expand in Indonesia as the business grows, particularly in customer support. The company aims to develop a local team of relationship managers who will guide merchants through the loan application and repayment processes.

With a recent US$250 million raise fueling their operations, the specifics of Tyme’s investment in Indonesia remain under wraps, but Kane reiterates that Indonesia is Tyme’s priority for 2025, for both product development and market penetration.

Delahunty noted that one of the keys to GoTyme Indonesia’s success will be its ability to make “good credit decisions.” By targeting higher-quality borrowers - those who may be harder to lend to but are more likely to repay - the company aims to minimise credit risk and maintain profitability in its lending operations.

Moreover, GoTyme Indonesia is not chasing growth at any cost. The company is focused on sustainability and long-term profitability, with a “ruthlessly deliberate” approach to spending. “We will not build a big team with legacy processes and technology,” Delahunty added. “That would only increase our operational cost base.”

Finally, with profitability already secured in South Africa, Tyme’s vision for Southeast Asia is clear: to establish sustainable, profitable businesses across the region.

Related articles:
Philippine bank GoTyme hands creative and CRM mandates to Iris Singapore
Ant Bank partners HK rappers to promote easy financial investment
Alliance Bank to unveil winners of BizSmart Challenge with private-screening activation