Emtek Group's Superbank Strategy Targets MSME and Retail Customers

Dream - PT Bank Fama International (Bank Fama) has changed its name to PT Super Bank Indonesia (Superbank) on February 20, 2023. Now, the digital bank owned by PT Elang Mahkota Teknologi Tbk (EMTEK Group) continues to innovate with various strategies.

One of them is targeting micro, small, and medium enterprises (MSMEs) and retail customers.

Superbank's Chief Business Officer, Sukiwan, said that the retail and MSME segments have a large market. Currently, the number of MSMEs has reached 63 million.

However, on the other hand, the underbanked population in Indonesia is still high, reaching 81 percent in 2021. The underbanked segment mainly consists of MSMEs and retail customers.

“The underbanked population is still very high. They may have an account but it is not maximally utilized,” he said in Jakarta, Wednesday, April 6, 2023.

Therefore, Superbank sees this opportunity as a moment to collaborate with MSME and retail customers to go digital and provide solutions.

“Conventional banks usually focus on the bank itself. We will focus on the customer's personal life. We create an ecosystem so that customers can be more comfortable.

One of the solutions implemented by Superbank is to view potential customers with a different method. With the ecosystem owned by Emtek Group, which includes Bukalapak, Grab, and Singtel, Superbank can trace the transaction records of their potential customers related to the sales activities they conduct. This is what Sukiwan emphasized, the difference between digital banks and conventional banks.

“We present with a different method, a different approach so that we can provide solutions. For example, martabak sellers, they may be the same martabak sellers, but we know that for martabak A, we must provide a higher solution than other martabak sellers. Because the business volume is different,” he explained.

The reach of Superbank's customers is increasingly broad, from the Emtek Group's business ecosystem consisting of media platforms, digital media, healthcare, content hubs, to digital businesses.

For your information, customer deposits in commercial banks in Indonesia continue to increase, reaching Rp8,203 trillion in 2022, an achievement that grew more than 8 percent compared to 2021. 

The value of digital banking transactions in 2022 also increased by 28.72 percent year-on-year (yoy) to Rp52,545.8 trillion and is projected to grow by 22.13 percent to reach Rp64,175.1 trillion in 2023. 

"Digital banks are still around Rp50 trillion, very small. So there is still potential and possibility for us to grow,” explained Sukiwan.