Setu Launches Agentic Bill-Payments System to Ease Monthly Billing Stress

Setu by Pine Labs has introduced an agentic bill-payments experience on December 9. According to the company’s press release, it is designed to simplify how consumers track and pay their monthly bills.

Pine Labs is an API-enabled technology platform which offers digital public infrastructure solutions across payments, data and insights.

The new system tackles two of the biggest pain points in bill payments: the fear of wrong charges and the worry of missing due dates.

Most consumers spend only minutes paying a bill but hours tracking them each month. Setu’s new assistant automates that work by fetching every bill, checking for irregularities and ensuring payments are made on time.

“India’s digital public infrastructure has transformed how we pay, but the work behind monthly bills has remained manual. This agentic experience brings automation and trust together, giving people a smarter, safer way to handle their bills,” B Amrish Rau, CEO of Pine Labs, mentioned.

The system runs only on rules set by the user, ensuring that it never pays the wrong bill or crosses spending limits.

Meanwhile, earlier this year, Pine Labs and India’s private sector J&K Bank sought to revolutionise credit issuance in India by introducing a tech-first RuPay Credit Card for the bank’s customers. 

The RuPay Credit Card can also be linked to UPI for seamless credit transactions. Developed using Pine Labs’ credit issuance platform Credit+, this integration will also enable seamless processing of pre-sanctioned credit lines on UPI.

Previously, SBI Payments and Pine Labs have also strengthened their long-standing relationship with an expanded strategic alliance, deepening a partnership that has already spanned 12 years. SBI Payments—a joint venture between State Bank of India, the country’s largest commercial bank, and Hitachi Payment Services—together with merchant commerce platform Pine Labs, currently powers more than two lakh digital checkout points across India.

With this renewed collaboration, the two companies aim to accelerate the use of digital payments and digital commerce solutions nationwide. 

The focus will be on creating a smoother, more reliable checkout experience across a wide range of payment methods. 

By bringing together SBI Payments’ extensive distribution network and robust acceptance infrastructure with Pine Labs’ merchant-focused innovations and comprehensive solution stack, the alliance is expected to enhance merchant capabilities and help drive sales growth significantly.