Indonesia is rapidly encountering on new start up fintech company during the last six years. From the year of 2012 until the last year of 2018 there are many fintech start up company in Indonesia that constantly entering the market. Indonesia as the fourth largest population country in the world attract many big fintech company like Alibaba to invest on this new start uo fintech companies in Indonesia. One of them is DANA, that is a new start up fintech company introduced in 2018 that do joint venture with Alipay adopting Alipay technology and open platform concept. This research is to find out what are the factors affecting customer's perception toward DANA. The survey is conducted with online questionaires with 84 respondents. And the data analysis is done by SmartPLS Ver. 3.0.From the research it is found that customer's perception toward DANA is highly influence by Compatibility factor, followed by Trust and Benefit that has less significant result than Compatibility. In addition, Self-efficacy, Ease of Use, Security, and Network Externalities are not influencing the customer's perception toward DANA.