This study aims to see the effectiveness of investment license services innovation as an investment growth agent in the new normal era at DPMPTSP Sumedang Regency. The research method used is descriptive qualitative, with the number of informants is eight people, consist of one head of licensing service division, one licensing service provider officer, one data information analyst and five community members. The data collection techniques used is library research and field studies which consist of observations, interviews and documentation. The data analysis techniques used are data reduction and verification, which are interpreted qualitatively from the results of observations and interviews. Based on the results of the study, it is concluded that the licensing service innovation at DPMPTSP Sumedang Regency in general has been running but not yet optimal, considering that the licensing service programme was already online-based, it can be seen from the eight indicators studied. The results of the study found that there are several obstacles faced by DPMPTSP Sumedang Regency. Efforts were made to deal with obstacles are simplifying the process flow, having direct communication facilities, improving the SK template and requirements adjusted to the latest regulatory developments, transparently displaying the tracking application process and adding monitoring and evaluation facilities and notifications. Keywords: Effectiveness, innovation, investment license services;