Privilege Repositioning

Dec 2022
Portfolio & Marketing Strategist | Segmentation CFS

Humanising Financial Services

1
Understanding Our Target Market: YPYF & Young Midlifers (20 – 40 y.o)
Millennials: 63.5 Mn total Population in Indonesia. Contributing 36% of Privilege Market Population

The Mind of Millennials Solutions from Maybank

Life Aspirations: Stresses their Free Banking Benefit
See/Travel the World (57%) financial goals feels
 Given based on AUM, product holding and activity,
Earn more (52%)
56% out of reach while streamlining product to minimize confusion
on product offers
46% admit chronically
Own a home (49%) stress about money
Ease of Loan with KPR Millennial &
U Pay Digital Application for CC
90% Only 15% 24%  Longer tenor, lower down payment & seamless
Indonesian Still don’t have their application process for KPR
have Credit Card  Straight through CC application process
Millennials have own home. 35% buy
Savings Account house through loan
Avg. SA of IDR 95 Mn (Privilge) Maybank Privilege cust. Mortgage
& IDR 7 Mn (Mass) penetration only 6% Loyalty Reward Points for
All Products

1 out of 3 willing to switch Banks

30% willing to move for free banking,
better perks/ reward & ease of loan
More likely to switch based on honest
review or recommendations
Consider digital experience when
choosing the main bank
Reassure Financial Stress with
Relationship Building
 Dedicated Financial Advisor to do regular financial
check up
 Conduct relatable online and offline themed events
 Literate through relatable articles and posts

2
 COMPETITOR LANDSCAPE VS PRIVILEGE CURRENT PROPOSITION

# Customer 81.859 120.000 250.000

“Manage your financial to realize your future “Kenyamanan Bertransaksi dengan Layanan “Solusi untuk tumbuhkan uang & Jadi
Tagline “#YAKINBISA Nabung di Masa Depan”
plan to get maximum results” Eksklusif” #FinanciallyFIT dengan benefit level bertingkat”

• TRB min. Rp 200 Mn - ≤ Rp 500 Mn • Advance Max : TRB min Rp 50mio • TRB Rp 100mio - < Rp 500mio
• or have Maybank KPR products worth min. Rp 800 Mn • Advance Builder : TRB min Rp 5 mio • Payroll Rp 10mio - < Rp 65 mio
T&C (liquid) • Advance Payroll : have HSBC Advance as payroll • KPR with property value Rp 1bio - < Rp 2bio NYALA Master : TRB min Rp 50 mio
• or have investment and bancassurance products with account • KPM via Astra Credit Company with car value min Rp
a min. of Rp 300 Mn • Advance Mortgage : KPR limit Rp 500mio 250 mio

Fall below N/A Rp 100,000 if TRB below 50 mio Rp 100,000 if TRB below 100 mio Rp 100,000 if TRB below T&C

• Dedicated PFA • Monitor and manage investment portfolio • Dedicated contact center 1500110 • Welcome rewards : cashback up to Rp 1 mio
• Dedicated Telesales through Wealth Dashboard • Separate que line in branches • 24 hour call center (1500999)
Relationship • 24 hour call center (1500611) • Welcome rewards : cashback up to Rp 6.45 mio • Free check with financial planner + season • Free financial class and financial fitness coaches
Privileges • Special greetings on birthday month talkshow with Prita Ghozi (include certificate) with 14 NYALA coach
• Special event invitation • Monthly market update by ZAP Finance
• Free ATM Transaction Fee (on us & off us)

• Pre approved CC
• Special programs / bundling programs
• Market update & Monthly newsletter
• Special program during birthday month
Product & Fees
Privileges
• Free withdrawal and transfer up to 30x per
month via HSBC Mobile Banking & ATM
Bersama and Prima
• Free admin fee with High Rate Savings account
(rate up to 3% p.a.)
• CC: Cashback up to 25% (resto, supermarket,
online) or poin rewards up to 2x (fashion,
resto, overseas)
• Free annual fee (CC Visa Platinum Cashback /
Visa Platinum Rewards) for main card + 3
supplement cards
• Free annual fee Permata ShoppingCard (tipe
Gold, Silver, Platinum) plus 5 supplement card
• 10% cashback for all year round in department
stores using Permata Preferred Debit Card (for
max accumulated shopping of Rp 3mio) free
transaction & 30% cashback for dining during
birthday month
• Free transfer, withdrawal from any ATM, or via
PermataMobileX
• 0.5% provision fee, 0.5% admin fee (syariah),
50% disc approsal fee for KPR
• 1 day KTA processing (rate 0.88%, provisi 2%,
loan 25mio -300mio)
• Better merchant offers compare to retail
• Free unlimited BI-FAST transfer fees
• Free online transfer fees between banks up to
30X
• Free cash withdrawal up to 30X
• Free e-wallet top up fee and monthly billing up
to 30X
• Free unlimited financial class
• Free consultation up to 6X with NYALA Trainer
• Free monthly streaming of movies & music on all
platforms
3
4
 Emerging Affluent/ Privilege
Micro-segment Focus: Young Family, Women,
Young Entrepreneur
New Key Message: Rewarding
New Eligibility (Live Sep’22)
▪ AUM Rp 50 Mn – < Rp 500 Mn

▪ or have Maybank KPR product min. Rp 800 Mn

– < Rp 2 Bn

▪ or have Maybank Payroll with min. salary of

Rp 20 Mn – < Rp 50 Mn

▪ or have Auto-Loan (Maybank Finance/ WOM)

min. Rp 300 Mn – < Rp 500 Mn

Banking experience that

gives satisfaction with WIP : New UVP &
various benefits Re-launch Maybank Privilege
(Q2 2023)

5
5
 PRIVILEGE PROPOSED UVP
Banking experience that gives satisfaction with various benefits
PERSONAL
We understand You better
Tailored advisory to address both of your
personal & family financial needs:
● Free Financial Planning Consultation
Service by dedicated Personal Financial
Advisor
● Set your own goals in savings and wealth.
Buy, monitor & manage through M2U
360 portfolio
● Edu Plan to ensure your kids future
education*
● Get you own financial personality test at
our privilege website*
● 24 Hour Maybank Customer Care 1500
611
*) In development progress or in proposal stage
CONVENIENT
Ease at Your Hand
Convenience in doing your financial activities
anytime and anywhere
 Banking at your fingertips with M2U
 90X free transactions via M2U and
Maybank Debit Card*
 Support your business with
Maybank@Work and Maybank RSME
 Own your family’s first home with
Maybank KPR for U*
 Seamless CC application with U Pay
REWARDING CELEBRATING
Indulge various benefits only for You Enjoy special treats
Many perks waiting for you for your life moments
● Enjoy Rp 1Mn MAP Club Poin upon
opening Maybank Visa Platinum/JCB ● Special Gift on Our Anniversary &
Platinum Card Your Birthday*
● Free Annual Fee of your main credit ● Special Event Invitation from
card (Maybank Visa Platinum/ JCB Maybank Privilege, suited with your
Platinum Card)* preference theme
● Cashback up to Rp 250k every month ● Special deals for auto loan from
for your Debit Transaction Maybank Finance
● 1.25X Loyalty Point Value for every CC
transaction & Banking Relationship*
6
 NTB Privilege Program: Essentials
par with
up to
IDR 2.6 Mn
IDR 2.9 Mn (up to 6.5 Mn)

1| Saving 1| TRB

Scheme Reward Scheme Reward

Min. IDR 60 Mn savings (hold min 6 Min. IDR 50 Mn (hold 6 months), with
months)/ min. Rp 120 Mn savings (hold IDR 850,000 min. IDR 10 Mn in savings IDR 250,000
min. 3 months)

2| Digital Transaction 2| Digital Transaction

Scheme Reward Scheme Reward

100% cashback for first Transaction 5x trx during 60 first days aft. Acc
Max. IDR 50,000 IDR 100,000
opening

3| New To Product 3| Investment / Insurance

Scheme Reward Insurance/Investment amount Reward

• KPR plafond Rp 800 juta • 1 Produk : Rp 200 ribu • Min IDR 5 Mn • IDR 300,000
• KPM plafond min Rp 200 juta • 2 Produk : Rp 500 ribu • Min IDR 25 Mn • IDR 500,000
• Reksadana min Rp 2 juta • ≥ 3 Produk : Rp 1 Juta • Min IDR 50 Mn • IDR 1,000,000
• Obligasi min Rp 100 juta • Min IDR 100 Mn • IDR 1,500,000
• Asuransi min Rp 30 juta ( Min IDR 250 Mn & IDR 500 Mn) ( IDR 2.5 Mn & IDR 3.5 Mn)

4| Credit Card 4| Credit Card

Scheme Reward Scheme Reward

Activate & trx min. Rp 2mn – 10 mn MAP Club Poin 200,000 – 1,000,000 Activate & trx min. Rp 2,5 Mn Rp 750,000

7
 Save More, Transact More, Earn more
New Proposed Privilege Debit Card* Benchmark
Benefit from Mastercard Platinum:
 Complimentary breakfast for two, early check-in and late check-out, room
upgrade subject to availability
 Lounge access worldwide
 Airport pick up with special rate • 10% cashback for all year round in
 Mastercard airport concierge department stores using Permata Preferred
 Global health & travel (special rate at mastercard partners) Debit Card. Up to Rp 300k
 Get 1 complimentary main course at selected restaurants across Asia Pacific
 Global Emergency Service related card services to cardholders • Free ATM withdrawal fee, online transfer,
 Worldwide coverage for online purchases up to IDR 2.8Mn admin

*) Privilege debit card still in proposal stage, all card benefit follow mastercard T&C and may be subject to change

• Gratis tarik tunai dan transfer 30x per bulan

Free transaction Smart Spending TREATS Poin via HSBC Mobile Banking dan di seluruh ATM
Bersama dan Prima di Indonesia.

• Tabungan bebas biaya administrasi bulanan

dengan bunga kompetitif.

90x 10% 1.25x

Free Transaction Cashback Point earning from
(ATM withdrawal, TU e-wallet, bill (maks Rp 250k/month)
payment in M2U, transfer)
saving balance &
transaction
8
 Celebrating Customer’s Life Moments
We Remember & appreciate every live moment with You

1 Anniv. with Maybank 2 Life Moments Reward

Pop Up Notification on
Anniversary via M2U

Hey U!
Today marks our 1st Anniversary. For this
special day, we treat U to 1 cup of Kopi
Kenangan, Nail Treatment or Movie Ticket
#UptoU

Redeem your gift now in M2U app

Personal Birthday Greeting
& Birthday Gift
4x Life moments greetings & gift
worth of IDR 50k each worth of IDR 25k
Benchmark to
Starbucks
Notes:
1. Greetings will be sent via WhatsApp Business/Email Blast
2. Need integration & alignment on customer communication using customer journey model across product

Benchmark

30% cashback in restaurant during birthday month

9
 KPR for U – KPR Milenial (Target Live: Mar’23)
Benchmark
Specially designed Mortgage which fulfilled
millennial needs for

“Having a dream house without worry of

• 0.5% Provision fee
reducing lifestyle” • 50% admin fee disc for syariah
mortgage

Special Down Payment Tenure Rate & Fee

Privilege Low DP 30 years Low Rate &

Customer Only Start from 0% Long tenure up to 30 fee
years
Low fix rate for 1st
year & discount fee

*) Work in progress with Mortgage team

10
Let’s discuss