Peer to Peer Lending Business Agility Strategy for Fintech Startups in the Digital Finance Era in Indonesia

Technology advancements have boosted financial technology literacy, and Fintech businesses have entered the peer-to-peer lending market to fill the gap between traditional banking and people who cannot obtain financing from banks. Financial facilitation can now be done in a more streamlined, quick, and economical manner thanks to technology. With the legislation of Authority of Financial Services Number 77/POJK.01/2016 Indonesian Fintech about information technology-based money lending services, the government has safeguarded consumers in Indonesia, where fintech has significant potential. The goal of this study is to provide an example of a business agility strategy used by financial technology firms that engage in peer-to-peer lending. This study used a qualitative research strategy combined with a descriptive methodology. Literature study is the method of data collection used. The findings demonstrate that P2P lending organizations have already employed a strategy of business agility to win clients in Indonesia's digital financial era by utilizing platform technology they have created, which is a straightforward tool for achieving competitive advantages.