Prudential Indonesia and Prudence Foundation Encourage Financial Literacy of Indonesian Young People through Levela

Photo: Special

JAKARTA - PT Prudential Life Assurance (Prudential Indonesia) together with Prudence Foundation launched Levela, a free digital financial education platform designed to help Indonesian young people, especially those aged 18-25, build healthy financial habits and be more confident in making daily financial decisions.

This innovation also prepares future-ready young generations who are capable of critical thinking in financial management in the current era of artificial intelligence (AI). Indonesia is one of the main countries that presents Levela, as part of the company's efforts to expand access to financial literacy in Asia and Africa.

The launch of Levela comes amid the growing digital lifestyle and a variety of financial services that are increasingly accessible to the younger generation. In the midst of this condition, there is still a perception that 58 percent of Gen Z tend to be consumerist and actively follow trends.

Along with that, buy now, pay later (BNPL) services are also widely used to meet various lifestyle needs, such as travel and entertainment (54 percent), fashion products (42 percent), and the latest gadget purchases (43 percent). This interest and behavior needs to be accompanied by adequate knowledge and skills to manage finances wisely from an early age, so that financial goals are achieved and the future is planned.

This condition is becoming increasingly relevant for young generations who are starting to make various financial decisions early on. In the midst of rising living costs, the PwC Voice of the Consumer 2025 survey shows that 50 percent of Indonesian consumers are increasingly worried about the economic situation and rising living costs, so they are starting to reduce consumption and switch to more affordable options.

Gen Z, as a digital native generation, relies on technology in daily life, including in managing finances. In line with the spirit of Society 5.0 which encourages the use of technology to improve the quality of life, Prudential Indonesia is present through the most relevant digital channels to support financial literacy and protection for the younger generation.

"At the Prudence Foundation, building a resilient community is at the core of what we do," said Nicole Ngeow, Prudence Foundation Executive Director, Thursday, July 9.

"Levela is an expansion of the award-winning Cha-Ching financial literacy program, which allows us to provide knowledge and financial tools to a new generation of young people in need. We are very excited to launch Levela with our partners in Indonesia to help strengthen the resilience of a large young population, which is increasingly having broad access to financial services and needs these very important life skills. "

Karin Zulkarnaen, Chief Customer & Marketing Officer of Prudential Indonesia, said that Prudential Indonesia believes that building financial resilience starts early. Seeing the enthusiasm and positive impact of the Cha-Ching program, his party presents Levela to accompany the younger generation in the next stage, namely when they start to make financial decisions independently and have an income.

"Through relevant and easy-to-apply learning in daily life, Levela helps young generations build the habit of planning and managing finances wisely from an early age. In Indonesia, we also collaborate with the teacher community, as part of the supporting ecosystem, so that this education can reach more young generations and have a sustainable impact," he explained.

Levela presents simple, interactive, and easy-to-implement learning through mobile applications and websites. Users, such as Gen Z who are just starting their careers, students who are entering adulthood, and young professionals who are starting to face various financial decisions independently, can learn various topics that are included in six main topics, ranging from budgeting, saving, managing debt, understanding the importance of protection through insurance, preparing financial plans according to life goals, to preventing digital fraud.

In Indonesia, the implementation of Levela is also supported by Ruangguru and Junior Achievement Indonesia (Junior Achievement Indonesia) to reach more young generations in various regions.

This initiative complements the various efforts to improve financial literacy that have been carried out by Prudential Indonesia and Prudence Foundation, including the Cha-Ching program which has reached more than 1 million elementary school students in Indonesia.

Through Levela, Prudential Indonesia and Prudence Foundation hope that more Indonesian young generations will have the knowledge, skills, and confidence to manage finances wisely. By expanding access to practical, easy-to-understand, and relevant financial education, Levela is expected to help shape a more financially resilient generation so that they are better prepared to face various stages of life and realize their future life goals.