<![CDATA[This research aims to examine the implementation of effective financial management practices to improve the profitability of startups in Indonesia. The digital startup sector in Indonesia has been growing rapidly, and as these businesses scale, managing financial resources effectively becomes increasingly important for long term success and sustainability. By identifying and analyzing financial management practices that have the most significant impact on enhancing the profitability of startups. A quantitative approach is adopted, utilizing case studies from a selection of emerging startups across various industries in Indonesia. Data were collected through surveys and in depth interviews with startup owners and financial managers, focusing on key aspects such as financial planning, cash flow management, budgeting, and investment strategies. The results indicate that startups with well structured financial planning and efficient cash flow man- agement are significantly more profitable. Additionally, the adoption of effective investment strategies and robust risk management practices has been shown to help startups mitigate financial uncertainty, avoid losses, and improve overall business stability. Applying sound financial management practices is vital for the growth and profitability of startups. Based on these findings, the study recommends that startups prioritize strategic financial planning (budgeting), cash flow optimization (organizing and measuring), and proactive risk management (controlling) to enhance financial resilience and maintain a competitive advan- tage in the market. This is an open access article under the CC BY 4.0 license.]]>
