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Bank BTPN

A New Digital Only Bank for Indonesia

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Bank BTPN approached Activiste in 2015 to help develop a brand that would address internet savvy, affluent customers in Indonesia with a digital banking proposition.

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CHALLENGE: Not Just an Online Bank

In 2014, research revealed that Indonesia had one of the highest mobile phone penetration in Asia, with the more affluent and younger consumers doing almost everything online.

With BTPN wow! serving the lower mass market, and micro business owners, there was an opportunity to target the emerging urban, mass affluent segments with a smart banking product.

SOLUTION: A Smart Concierge

A Brand Opportunity Workshop was facilitated with key stakeholders to identify the opportunity for a new digital bank unlike any other at the time. It would allow customers to fully manage their finances and life in a simpler, smarter and safer environment  – thus laying the foundation for simpler, more powerful financial services experiences.

Our work encompassed brand strategy development, brand naming and identity design supported by an eye-catching and impactful visual system expressing that idea, with a roll-out plan designed to herald a new era in smart banking.

IMPACT: Redefining Digital Banking

Jenius continues to be one of the most successful digital banking platforms in Indonesia. The latest product from Bank Tabungan Pensiunan Nasional (BTPN) has helped “redefine digital banking, as it saves customers from the hurdles of going to the bank and waiting in line to meet customer service officers.”

A 2022 ranking of the Top Digital Only Banks in Asia, featured Jenius in sixth place.

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