Superbank assesses the dominance of the Gen Z population in Indonesia, who are more active in online transactions, indicating the importance of easy and secure digital banking services. A Superbank survey shows that 80 percent of the Indonesian population aged 20-40 save for their future needs. However, out of that number, 60 percent face difficulties in managing their finances, including a lack of discipline in saving.

Celengan by Superbank is an addition to other savings products in the Superbank application, such as Tabungan Utama and Saku by Superbank. These products are designed to make it easier for customers to allocate their money for various needs, with a high interest rate benefit of 6% per year, claimed to be higher than most other conventional savings.

As information, previously Superbank was known as PT Bank Fama International, which is currently undergoing transformation into a bank that focuses on digital services. Founded in Bandung in 1993, Superbank entered a new era when it became part of the Emtek Group in late 2021, followed by Grab and Singtel in early 2022, and KakaoBank in 2023 as part of a consortium.