Giving a digital attacker bank a head start on success

We partnered with a new digital bank in Indonesia to create the foundations for market entry in a highly competitive landscape. The work centered on designing a clear, differentiated value proposition—anchored in deep customer research and tailored to local needs. By combining structured frameworks with rapid cycles of testing and iteration, we built clarity around what would resonate, ensuring that the bank’s launch was not only fast but targeted.

This approach extended from strategic positioning down to the details of the product experience. Each proposition was validated through digital experimentation, refining both message and offering in real time. The result was a go-to-market plan tightly aligned with customer expectations, embedding data-backed propositions across the entire product ecosystem and giving the challenger bank momentum from the very start.