Aiming For The Affluent Emerging Segment, State Savings Bank Launches BTN Prospera

JAKARTA - PT Bank Tabungan Negara (Persero) Tbk (BTN) launched BTN Prospera, an exclusive and comprehensive service to support customers of the Emerging Affluent segment in achieving financial aspirations and meeting their lifestyle needs.

Carrying the Brand Promise 'Unlocking Your Potential', this initiative is a form of BTN's commitment to meeting customer needs to build wealth in a sustainable manner in line with improving the welfare of the Indonesian people.

Director of Distribution and Institutional Funding BTN Jasmin said that the company presents BTN Prospera services for customers of the Emerging Affluent segment, which has savings funds of around Rp. 100 million to Rp. 500 million. The BTN Prospera service is expected to be a stepping stone for customers to the advanced segment, namely the Priority BTN, which is a category for customers who own funds with a value above Rp. 500 million.

"We understand and understand that each individual has extraordinary opportunities and potential, which needs to be realized and aligned with the needs of each of them. BTN Prospera comes with the right banking and financial solutions to assist customers in optimizing wealth in the long term," Jasmin said at the BTN Prospera Launch Press Conference in Jakarta, Friday, March 22.

Based on a survey conducted by the Hakhadodo Institute of Live and Living (Hill) ASEAN in 2023, 10 percent of the population in the ASEAN region is the Emerging Affluent segment, and 9 percent of the total Indonesian population is included in this category. The survey estimates that the people of the Emerging Affluent segment will triple in 2023 and 2024.

With this great potential, Jasmin targets BTN Prospera to be able to encourage the growth of BTN Prospera customer portfolio funds and target new customers with more than 6,000 customers with a total target fund growth of IDR 8 trillion by the end of this year. Currently, the number of BTN customers who have managed funds between IDR 100 million to IDR 500 million reaches more than 44,000 customers with the value of the managed funds reaching more than IDR 9 trillion.

"We are optimistic that this target can be achieved with various strategies that the company implements plus the potential of customers who can still be targeted is still very large in Indonesia," said Jasmin.

According to him, to achieve this target, the company will conduct several things, including conducting training on 128 Prospera Banking Officers (PBO) in all BTN branches. The company will also conduct BTN Prospera offers through the business ecosystem and optimize telemarketing in offering BTN Prospera bank and service products.

"What is no less important is that the benefits offered by BTN Prospera are many. We understand and understand that each individual has extraordinary opportunities and potentials, which need to be realized and aligned with the needs of each of them. BTN Prospera comes with the right banking and financial solutions to help customers optimize their wealth in the long term," he said.

Jasmin explained that the benefits offered by BTN Prospera are based on three privileges to manage the great potential of each customer according to their personality, namely wealth Growth, financial stability, and fulfillment of lifestyles and benefits of loyalty. In Wealth Growth, customers can enjoy various kinds of banking product and transaction solutions that can optimize wealth.

Regarding Financial Stability, BTN seeks to prioritize the needs of customers' old days and prioritize the comfort of their families. Meanwhile, regarding Lifestyle and Loyalty, the company provides fast and easy transaction services, as well as the benefits of loyalty to meet lifestyles that are tailored to the personal interests of each customer.

"The name 'Prospera' also contains elements of the word 'Welfare' or 'Prosperity', which means that BTN supports customers not only in achieving material wealth, but also involves living balance and happiness through various kinds of customer financial goals," said Jasmin.

Furthermore, Jasmin said, the BTN Prospera initiative is one of the company's strategic efforts to increase the growth of third party funds (DPK), which until the end of 2023 has reached Rp349.93 trillion. In addition, with the existence of BTN Prospera, the company hopes that this initiative can contribute to the increase in Fee Based Income (FBI) and the distribution of the company's loans. That way, continued Jasmin, BTN can become a bank providing one-stop financial solutions (One Stop Financial Solution) for customers.

BTN Prospera customers can enjoy a variety of banking and financial products and services available at BTN exclusively, both offline and digital. For example, customers will get exclusive services from 128 Prospera Banking Officers (PBO) available at 81 Branch Offices and 541 Sub-Branch Offices throughout Indonesia. PBOs are ready to provide assistance to customers' business and wealth management (Business & Wealth Advisory). Not only that, customers will get various latest information regarding business development and investment through business corner services, e-booklets, and other suggestions.

BTN Prospera customers can access various features and services through the BTN digital channel, for example BTN Mobile and Internet Banking Business. As a form of appreciation for the loyalty of customers, BTN provides the benefits of loyalty through BTN SPekta Poin and PLUS: Loyalty Platform.

"To support the customer's lifestyle, BTN provides a number of attractive benefits for banking transactions, including debit cards, co-branding credit cards and other loan services that will be launched soon, as well as exclusive services at airport lounges," concluded Jasmin.