digibank by DBS launches #JalaniCerdikmu campaign to help emerging affluent segment become more financially savvy | Bahasa
digibank by DBS helps customers increase happiness index through complete and smart financial solutions
Indonesia, 11 Sept 2023 - Bank DBS Indonesia through digibank by DBS launched the #JalaniCerdikmu campaign aimed at empowering the emerging affluent segment of the middle class to help them maximise happiness while managing life priorities. This campaign launching event was attended by the Consumer Banking Director at PT Bank DBS Indonesia Rudy Tandjung, Head of Digital Banking at PT Bank DBS Indonesia Erline Diani, Head of Consumer Banking Marketing Technology at PT Bank DBS Indonesia Risanti Febriana, and Travel Content Creator Jovita Ayu.
From January to June 2023, digibank by DBS conducted a survey of 7,500 respondents from the emerging affluent segment with a monthly individual income of Rp10 million or more to examine various aspects such as life values, lifestyle, aspirations, life challenges, and financial behavior, and how these aspects shape their attitudes towards financial products, including banking. The survey identified five behavioural personas: 39 percent of respondents prioritise household needs such as meeting daily needs; 26 percent want to optimise their life experiences by going on vacation and buying luxury goods, among other things; 14 percent have aspirations to satisfy personal pleasure and social needs such as by buying vehicles and replacing gadgets; 12 percent consistently build finances for future freedom by allocating funds for their children's education and for their retirement; and 9 percent are active and ambitious in building finances by engaging in home renovation and property development.
Accounting for the second largest share of Indonesia’s middle class, at 26 percent, the urbanite respondents who want to optimise their lifestyle are the focus of digibank by DBS because of their diverse life aspirations albeit with a high sense of responsibility to secure their future. Urbanites generally spend 70 percent of their income on primary and secondary needs and use the remaining 30 percent for short-term plans such as vacations, hobbies, and lifestyle. Although they allocate funds according to needs and have financial plans, they still have numerous challenges to overcome such as a lack of funds to enjoy life, too many priorities, and unexpected events involving family members.
The series of studies also found that respondents were often faced with the tough choice of either to enjoy life or prepare for the future. This is due to financial limitations that cause people to feel guilty when making decisions. The results of these studies correspond with the findings of an Ipsos poll published in a report entitled “Ipsos Global Happiness 2023”. According to the report, a strong financial health is one of the factors that can increase the happiness of Indonesian citizens.
To address these challenges, smart tricks are crucial to improve their financial health so that they can find happiness in the present without ignoring future needs. Head of Digital Banking at PT Bank DBS Indonesia Erline Diani said, "Through the #JalaniCerdikmu campaign, which coincides with the sixth anniversary of digibank by DBS, we are committed to acting as a resourceful friend through a variety of banking solutions that customers need in one application, in accordance with our mission to become a full-fledged digital banking platform. Through this campaign, we hope our customers can maximise the joy of today while preparing for the future."
The #JalaniCerdikmu campaign allows digibank by DBS customers to utilise various ingenious ways on the digibank by DBS application, including:
Manage cash flow for maximum growth. digibank by DBS allows customers to convert credit card transactions into installments of up to 60 months to maintain cash flow. Thus, unspent money can be saved with an interest of up to 7 percent per annum or invested in 120+ investment products with personalised recommendations, starting from Rp100,000.
Get more benefits to live a more meaningful life. Customers can now enjoy free unlimited transfers and various cashback or discount promos using the Quick Response Code Indonesia Standard (QRIS) feature or credit cards. In addition, customers can use reward points to make payments so that shopping feels more fun.
Control all banking activities in one app instantly. With powerful digital capabilities, customers can open a digibank by DBS account without the need to visit a branch office and apply for credit cards and loans and receive approval within 60 seconds. The 24/7 service allows customers to manage, monitor finances, block or activate credit and debit cards, make zero-fee transfers, make transactions practically using QRIS, top-up e-wallets, and pay bills in just one click without having to switch applications.
Contributing to sustainability. Moreover, digibank by DBS has the LiveBetter feature that allows customers to get tips for sustainable living and investing in environmental, social, and governance (ESG) products.
On the same occasion, Consumer Banking Director at PT Bank DBS Indonesia Rudy Tandjung said, "As a customer-centric bank we continue to develop digibank by DBS products and services based on the latest trends and market insights to provide comprehensive and relevant services so that customers can become smarter in making financial decisions and achieve a better quality of life. In addition, we are committed to accompanying them at every stage (of the wealth continuum), from transitioning to the middle class (44 percent of Indonesia's population), when they are already part of the middle class (20 percent of Indonesia's population), to when they become priority segment customers. We do this so that customers can "Live more, Bank less" and enjoy life to the fullest without the hassle of banking."
For more information about the digibank by DBS app, visit dbs.id/digibank or visit our Instagram account @digibankid.
About DBS
DBS is a leading financial services group in Asia with a presence in 19 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's "AA-" and "Aa1" credit ratings are among the highest in the world.
Recognised for its global leadership, DBS has been named “World’s Best Bank” by Global Finance, “World’s Best Bank” by Euromoney and “Global Bank of the Year” by The Banker. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named “World’s Best Digital Bank” by Euromoney and the world’s “Most Innovative in Digital Banking” by The Banker. In addition, DBS has been accorded the “Safest Bank in Asia” award by Global Finance for 15 consecutive years from 2009 to 2023.
DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets.
DBS is committed to building lasting relationships with customers, as it banks the Asian way. Through the DBS Foundation, the bank creates impact beyond banking by supporting social enterprises: businesses with a double bottom-line of profit and social and/or environmental impact. DBS Foundation also gives back to society in various ways, including equipping communities with future-ready skills and building food resilience.
With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. For more information, please visit www.dbs.com.
From January to June 2023, digibank by DBS conducted a survey of 7,500 respondents from the emerging affluent segment with a monthly individual income of Rp10 million or more to examine various aspects such as life values, lifestyle, aspirations, life challenges, and financial behavior, and how these aspects shape their attitudes towards financial products, including banking. The survey identified five behavioural personas: 39 percent of respondents prioritise household needs such as meeting daily needs; 26 percent want to optimise their life experiences by going on vacation and buying luxury goods, among other things; 14 percent have aspirations to satisfy personal pleasure and social needs such as by buying vehicles and replacing gadgets; 12 percent consistently build finances for future freedom by allocating funds for their children's education and for their retirement; and 9 percent are active and ambitious in building finances by engaging in home renovation and property development.
Accounting for the second largest share of Indonesia’s middle class, at 26 percent, the urbanite respondents who want to optimise their lifestyle are the focus of digibank by DBS because of their diverse life aspirations albeit with a high sense of responsibility to secure their future. Urbanites generally spend 70 percent of their income on primary and secondary needs and use the remaining 30 percent for short-term plans such as vacations, hobbies, and lifestyle. Although they allocate funds according to needs and have financial plans, they still have numerous challenges to overcome such as a lack of funds to enjoy life, too many priorities, and unexpected events involving family members.
The series of studies also found that respondents were often faced with the tough choice of either to enjoy life or prepare for the future. This is due to financial limitations that cause people to feel guilty when making decisions. The results of these studies correspond with the findings of an Ipsos poll published in a report entitled “Ipsos Global Happiness 2023”. According to the report, a strong financial health is one of the factors that can increase the happiness of Indonesian citizens.
To address these challenges, smart tricks are crucial to improve their financial health so that they can find happiness in the present without ignoring future needs. Head of Digital Banking at PT Bank DBS Indonesia Erline Diani said, "Through the #JalaniCerdikmu campaign, which coincides with the sixth anniversary of digibank by DBS, we are committed to acting as a resourceful friend through a variety of banking solutions that customers need in one application, in accordance with our mission to become a full-fledged digital banking platform. Through this campaign, we hope our customers can maximise the joy of today while preparing for the future."
The #JalaniCerdikmu campaign allows digibank by DBS customers to utilise various ingenious ways on the digibank by DBS application, including:
Manage cash flow for maximum growth. digibank by DBS allows customers to convert credit card transactions into installments of up to 60 months to maintain cash flow. Thus, unspent money can be saved with an interest of up to 7 percent per annum or invested in 120+ investment products with personalised recommendations, starting from Rp100,000.
Get more benefits to live a more meaningful life. Customers can now enjoy free unlimited transfers and various cashback or discount promos using the Quick Response Code Indonesia Standard (QRIS) feature or credit cards. In addition, customers can use reward points to make payments so that shopping feels more fun.
Control all banking activities in one app instantly. With powerful digital capabilities, customers can open a digibank by DBS account without the need to visit a branch office and apply for credit cards and loans and receive approval within 60 seconds. The 24/7 service allows customers to manage, monitor finances, block or activate credit and debit cards, make zero-fee transfers, make transactions practically using QRIS, top-up e-wallets, and pay bills in just one click without having to switch applications.
Contributing to sustainability. Moreover, digibank by DBS has the LiveBetter feature that allows customers to get tips for sustainable living and investing in environmental, social, and governance (ESG) products.
On the same occasion, Consumer Banking Director at PT Bank DBS Indonesia Rudy Tandjung said, "As a customer-centric bank we continue to develop digibank by DBS products and services based on the latest trends and market insights to provide comprehensive and relevant services so that customers can become smarter in making financial decisions and achieve a better quality of life. In addition, we are committed to accompanying them at every stage (of the wealth continuum), from transitioning to the middle class (44 percent of Indonesia's population), when they are already part of the middle class (20 percent of Indonesia's population), to when they become priority segment customers. We do this so that customers can "Live more, Bank less" and enjoy life to the fullest without the hassle of banking."
For more information about the digibank by DBS app, visit dbs.id/digibank or visit our Instagram account @digibankid.
About DBS
DBS is a leading financial services group in Asia with a presence in 19 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's "AA-" and "Aa1" credit ratings are among the highest in the world.
Recognised for its global leadership, DBS has been named “World’s Best Bank” by Global Finance, “World’s Best Bank” by Euromoney and “Global Bank of the Year” by The Banker. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named “World’s Best Digital Bank” by Euromoney and the world’s “Most Innovative in Digital Banking” by The Banker. In addition, DBS has been accorded the “Safest Bank in Asia” award by Global Finance for 15 consecutive years from 2009 to 2023.
DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets.
DBS is committed to building lasting relationships with customers, as it banks the Asian way. Through the DBS Foundation, the bank creates impact beyond banking by supporting social enterprises: businesses with a double bottom-line of profit and social and/or environmental impact. DBS Foundation also gives back to society in various ways, including equipping communities with future-ready skills and building food resilience.
With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. For more information, please visit www.dbs.com.
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World's Best Bank 2025, 2018 - 2022
Euromoney, Global Finance, The Banker
Asia’s Safest Bank, 2009 – 2025
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