Customer Stories / Financial Services / India


Setu Supports 10 Million Monthly Digital Payments Securely on AWS

Setu by Pine Labs runs its Biller Operating Unit solution on AWS to scale on demand and deliver features securely and swiftly to customers.

10 million

monthly transactions

5 million

daily Account Aggregator requests


decrease in operational expenses


Setu by Pine Labs is an Indian fintech startup specializing in APIs that streamline transactions through the Bharat Bill Payment System (BBPS). To optimize scalability, expedite feature delivery, and adhere to regulatory standards, Setu hosts its API solutions on Amazon Web Services (AWS).

Setu adopted Amazon Elastic Compute Cloud instances powered by AWS Graviton Processor and AWS Auto Scaling. By using AWS, Setu accommodates an average of 10 million monthly BBPS transactions and 5 million daily Account Aggregator requests. The business can innovate and maintain its competitive edge through swift development, testing, and deployment of new features.

Setu Case Study

Opportunity | Streamlining Digital Transactions on India’s Bharat Bill Payment System

Setu, a fintech startup, provides plug-and-play APIs to help businesses reimagine onboarding, payments, deposits, lending, and data empowerment for its end customers. Setu facilitates utility payments at scale with India's Bharat Bill Payment System (BBPS), an integrated online platform for bill payments. Over 1,000 banks and organizations trust Setu's Biller Operating Unit (BOU) solution. As an entry point into the BBPS, BOU facilitates online payments from customers through a variety of payment apps and channels. The solution serves as a bridge between BOU banks and businesses, streamlining integration and simplifying compliance.

Scalability is a key requirement for Setu, as the organization's BOU solution actively processes more than 4,000 crore rupees (USD 480 million) monthly. Pete Jaison, head of growth at Setu by Pine Labs, states, "The BBPS ecosystem comprises of more than 20,000 entities responsible for recurring bills and 450 customer-facing apps offering bill payment services." He adds, "To effectively manage these entities and the growing payment volumes, we require a robust infrastructure provider."

Compliance is another critical requirement for Setu, alongside the ability to differentiate itself as a startup through rapid introduction of new features and functionality for its customers.


By building on AWS, we’ve scaled from 50,000 transactions per month to 10 million monthly transactions on BBPS.”

Pete Jaison
Head of Growth at Setu by Pine Labs

Solution | Fostering Efficiency and Cost Savings on AWS

Setu chose Amazon Web Services (AWS) as its cloud provider. The company uses Amazon Elastic Compute Cloud (Amazon EC2) instances in conjunction with AWS Auto Scaling to ensure seamless scalability for its BOU solution.

In addition to relying on AWS for scalability, Setu uses Amazon Elastic Container Service (Amazon ECS), a web service that provides secure, resizable compute capacity on the cloud—along with Terraform and a continuous integration/continuous delivery (CI/CD) model to deploy new features to test within minutes of development.

AWS’s adherence to ISO 27001 and SOC2 standards and certifications supports Setu in meeting its regulatory compliance requirements. The business uses AWS Config to assess, audit, and evaluate configurations for ISO270001 and SOC 2. Furthermore, the company adopted AWS Key Management Service (AWS KMS), an encryption and key management service scaled for the cloud, and AWS Shield Advanced for higher-level protection against distributed denial-of-service (DDoS) attacks.

To reduce costs by getting the best price performance for workloads running on Amazon EC2, Setu transitioned its database and Amazon OpenSearch Service logging cluster to Amazon Graviton Processor. Furthermore, the company implemented Amazon EC2 Spot Instances to capitalize on cost savings from unused Amazon EC2 capacity, resulting in a 35 percent reduction in operational expenses.

Outcome | Scaling on Demand and Deploying New Features Faster

By using AWS, Setu can scale its BOU solution, facilitating banks in managing increased payment volumes and providing individuals with the tools to pay their bills punctually. “By building on AWS, we’ve scaled from 50,000 transactions per month to 10 million monthly transactions on BBPS,” says Jaison. 

Setu is further distinguishing itself in a competitive industry by accelerating the creation, testing, and deployment of new features. Jaison explains, "While most BBPS solution providers collaborate with financial institutions' IT teams to implement changes on on-premises servers, we focus on developing value-added features and services. AWS helps with the undifferentiated heavy lifting of infrastructure management." Some of these new features include a Customer Operating Unit (COU) integration to help users pay bills faster and a feature where users can quickly reconcile transactions based on real-time payment information.

In addition, Setu ensures ongoing compliance with evolving industry regulations. “If we had to run our own data center, we would have to manage compliance ourselves. By using AWS, everything is included so it removes the effort on our end,” Jaison says.

Setu has established its disaster recovery site in the newly launched AWS Asia Pacific (Hyderabad) Region and looks forward to continuing its journey of rapid growth on AWS. Jaison concludes, "We successfully onboarded a significant number of billers and merchants on the BBPS network, with AWS playing a significant role in our achievements."

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About Setu by Pine Labs

Setu by Pine Labs, based in India, is a financial technology infrastructure company. Its APIs and software help end customers access services from financial institutions through frameworks such as Bharat Bill Payment System. The company’s mission is to accelerate economic growth by making formal finance accessible to all.

AWS Services Used

Amazon Elastic Compute Cloud

Amazon Elastic Compute Cloud (Amazon EC2) offers the broadest and deepest compute platform, with over 750 instances and choice of the latest processor, storage, networking, operating system, and purchase model to help you best match the needs of your workload.

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Amazon Elastic Container Service

Amazon Elastic Container Service (ECS) is a fully managed container orchestration service that helps you to more efficiently deploy, manage, and scale containerized applications.

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AWS Config

AWS Config is a service that enables you to assess, audit, and evaluate the configurations of your AWS resources.

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AWS Graviton Processor

AWS Graviton processors are custom Arm-based processors built by Amazon Web Services to deliver the best price performance for your cloud workloads running in Amazon EC2.

Learn more »

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