Direct Lending founded in 2016 as a digital financing marketplace which enables borrowers to find, apply and receive financing that best suits them in a safe and affordable manner. It obtained a credit community (moneylending) license from Ministry of Housing and Local Government (KPKT) in 2021.
In March 2022, it launched the Shariah-compliant financing for car owners to pay for their car repairs or service through installment plan.