KONTAN.CO.ID - JAKARTA. PT Sinar Mas Multifinance officially introduced its new brand identity, SIMASFIN, in 2026. This step is part of the company's transformation to strengthen its position in the national financing industry.

Founded in 1985, this finance company focuses on financing used and new cars, cash financing, and Sharia-compliant financing to support Hajj pilgrimage needs.

This rebranding also unifies various names previously known to the public, such as SMMF, Simas Finance, and Sinar Mas Multifinance, under one official identity, SIMASFIN.

Carrying the tagline "Friends Achieve Your Dreams," SIMASFIN presents a new look that represents the company's commitment to providing easier, more convenient, and more reliable financing services.

SIMASFIN Corporate Secretary William Agustian stated that this transformation is a strategic step to strengthen the company's identity to make it more consistent and easily recognizable to the public.

"Through the SIMASFIN identity, we want to simplify the various terms used to refer to our products while emphasizing our commitment to providing increasingly easy, convenient, and reliable financing services for customers and partners," William said in a written statement on Tuesday (January 6, 2026).

In line with this rebranding, William said, SIMASFIN aims to become the financing partner of choice with superior, trustworthy, and sustainable services.

The company's mission is to provide the best financing solutions through digital innovation, the development of reliable human resources, and positive contributions to customers, partners, and the community.

With this new identity and spirit, SIMASFIN is optimistic about continuing its sustainable growth and becoming a trusted partner for the community in achieving their dreams.