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Jenius customers spend 67% more than the national average.
By Perx Team · Published July 2026
Through an immersive, reward-led in-app engagement strategy built on the Perx Loyalty Engagement Platform, Jenius turned everyday banking into a game customers wanted to play — and the spending data proves it.
In a nine-month rules-based loyalty programme running from November 2023 to July 2024, Jenius — a flagship product of Bank BTPN, part of SMBC Indonesia — partnered with Perx Technologies to drive US $599 million in customer transactions across 145,000 active users, lifting average monthly credit card spend to US $460: 67% above Indonesia’s national average of US $275 (Source: Global Data).
$599M
Total customer transactions
145K
Unique active customers.
$460
Avg. monthly spend per customer.
+67%
Above national average.
INDUSTRY
Digital Banking
Region
Indonesia
Platform
Perx Loyalty Engagement Platform
Period
November 2023 – July 2024
BACKGROUND
A digital banking pioneer in a crowded Indonesian market
Launched as a pioneer in digital banking in Indonesia, Jenius — a flagship product of Bank BTPN, part of SMBC Indonesia — set out to reinvent the banking experience for its customers.
In a highly competitive market, Jenius wanted to stand apart by creating a financial service that integrates seamlessly with the lifestyle choices of its customers. In June 2024, Jenius partnered with Perx Technologies to transform traditional banking into an immersive, game-like experience that rewards customers for every action.
THE OBJECTIVE
Four goals defined the partnership
01
Increase customer engagement and loyalty
Create gamified, rewarding experiences that build deeper, long-term relationships — moving beyond purely transactional interactions.
02
Boost product penetration with Yay Points for All
Incentivise everyday financial actions to drive increased usage of Jenius products and services across the board.
03
Build a unique selling proposition
Enable Yay Points for all customers, distinguishing Jenius from other digital banks competing for the same audience.
04
Grow transaction frequency and volume
Track loyalty performance through earned, burned, and expired points per customer with detailed breakdown reporting.
WHY PERX & THE SOLUTION
Behavioural science, built into everyday banking
Jenius selected Perx for its ability to deliver personalised, gamified experiences that nudge positive financial behaviour — transforming routine banking into rewarding moments and lifting customer lifetime value.
Advanced rules engine
Jenius set precise behavioural triggers — such as a minimum spend of IDR 10,000 — to keep customers continuously engaged with relevant, timely nudges.
Gamified savings milestones
Customers were rewarded for hitting savings goals, encouraging healthier financial habits like building a nest egg and reducing impulsive spending.
Instant gratification & Yay Points
Every action, from a simple transaction to a major purchase, earned Yay Points redeemable for personalised rewards customers actually wanted.
Between November 2023 and July 2024, the Perx platform triggered the IDR 10,000 minimum-spend rule 13.4 million times, generating a minimum credit card spend of IDR 134 billion (US $8.3 million).
Performance Highlights
The proof of the pudding
- Jenius customers averaged US $460 in monthly credit card spend — 67% above Indonesia’s national average of US $275 (Source: Global Data)
- US $599 million in total transaction value generated across 145,000 unique customers over nine months
- The Perx rules engine fired 13.4 million minimum-spend triggers at an IDR 10,000 threshold — generating IDR 134 billion (US $8.3 million) in minimum transaction value
- 55% earn-to-burn ratio — more than half of all Yay Points earned were actively redeemed for rewards
Between November 2023 and July 2024, Jenius and Perx ran a rules-based, behaviour-driven loyalty programme across Jenius’s customer base in Indonesia. The programme was built on a single behavioural principle: reward customers for every financial action — from a small daily transaction to a major purchase — at a threshold low enough to be achievable every day. The results below are not modelled projections. They are measured outcomes from live customer spending, tracked against Indonesia’s national credit card average as reported by Global Data.
$599M
Total actual customer spend
IDR 9.7 trillion in real transactions tied to minimum-spend rule triggers — across Beauty & Fashion, Travel, Groceries, Gas, and F&B.
This figure represents the total credit card spend generated by 145,000 unique Jenius customers whose behaviour was shaped by the Perx rules engine. It was not driven by cashback or blanket promotions — it was produced by setting a precise behavioural trigger (IDR 10,000 minimum spend) and firing it consistently at scale across every eligible customer action.
55%
Earn-to-burn ratio
55% of all Yay Points earned were redeemed for rewards — meaning more than half of every point issued was actively claimed by customers.
In most loyalty programmes, earn-to-burn ratios sit well below 50% — points accumulate, go unredeemed, and eventually expire, which signals that customers don’t find the rewards valuable enough to act on. A 55% ratio is a direct measure of programme health: customers were earning points on everyday actions and choosing to spend them. That choice is what separates engagement from mere enrolment.
13.4M
Rule triggers
The IDR 10,000 minimum-spend rule fired 13.4 million times over nine months — generating IDR 134 billion (US $8.3 million) in minimum transaction value alone.
The trigger volume is what connects a loyalty mechanic to a revenue outcome. Setting the threshold at IDR 10,000 — a level achievable in everyday purchases like food, transport, and utilities — meant the rule fired continuously rather than occasionally. Each trigger represented a real customer completing a real transaction, not a points top-up or a promotional click. At 13.4 million triggers, the programme was generating commercial activity daily, not episodically.
145K
Unique active customers
The entire $599M transaction volume was driven by 145,000 unique Jenius customers — averaging US $460 in monthly spend across Beauty & Fashion, Travel, Groceries, Gas, and F&B.
This was not a broad base of occasional or passive users. These were active, engaged customers whose everyday spending behaviour was continuously shaped by the programme — returning to transact, earn, and redeem repeatedly across the nine-month period.
Jenius vs. Indonesia's national average
Jenius customers
US $460 / month
Indonesia national average*
US $275 / month
+67% higher credit card spend than Indonesia's national average
"By making banking rewarding, Jenius built stronger customer loyalty and a far more engaged user base — turning everyday transactions into an immersive experience customers chose to return to."
WHAT THIS MEANS FOR YOUR BANK
Three things the Jenius results tell any bank considering a behaviour-led loyalty programme
01
Spend lift is a product of trigger design, not reward budget
The 67% spend premium Jenius customers achieved over Indonesia’s national average was not produced by offering bigger rewards. It was produced by setting a behavioural trigger at the right threshold — low enough to fire on everyday transactions, consistent enough to shape habit over time. Banks that treat loyalty as a reward catalogue miss this. The commercial lever is the rule, not the prize.
02
Redemption rate is a leading indicator of programme survival
A 55% earn-to-burn ratio is not a vanity metric — it is the clearest signal that customers believe the programme is worth participating in. Programmes with low redemption rates are points liabilities waiting to be written off. Programmes with high redemption rates are engagement assets. The difference is whether the reward on offer is worth the behaviour being asked for — and that is a design problem, not a budget problem.
03
Volume at scale requires a rules engine that runs without manual intervention
13.4 million rule triggers over nine months is not achievable through manually managed campaigns. It requires a platform that reads individual customer behaviour in real time and fires the right action at the right moment, across every eligible customer simultaneously. For banks evaluating loyalty infrastructure, the question is not whether to reward customers — it is whether the system can do it at the speed and scale that makes the commercial case.
Conclusion
Behaviour change that shows up in the revenue line
Jenius’s partnership with Perx transformed customer engagement, turning everyday banking into an immersive and rewarding experience. Leveraging Perx’s advanced rules engine, gamified experiences, and instant gratification, Jenius achieved a 55% earn-to-burn ratio, drove US $599 million in transaction value, and lifted average customer spending 67% above the national average.
The partnership shows how Perx’s engagement strategies deliver real, measurable financial outcomes — helping Jenius not only retain customers, but significantly increase their spending behaviour.
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Get the full SMBC Jenius success story, or talk to our team about what behaviour-led loyalty could look like for your institution.
FAQs
Common questions.
How does the Perx Loyalty Engagement Platform work?
Perx combines a real-time rules engine, gamification, and behavioural science to turn routine interactions into rewarding moments. It reads individual customer behaviour and delivers personalised rewards at the right moment to nudge positive financial actions.
Which businesses is Perx built for?
Perx is built for APAC BFSI enterprises — banks and financial institutions that want to move customers from passive accounts to active, profitable relationships through behaviour-led loyalty.
How is loyalty performance measured?
Performance is tracked through a loyalty breakdown report and a user point balance report, which monitor earned, burned, and expired points per customer — alongside transaction frequency and volume.
What support does Perx provide during a deployment?
Every Perx engagement starts with a defined behavioural target and a measurable outcome. Teams get hands-on support across rules design, campaign configuration, and ongoing optimisation tied to that outcome.
An ISO/IEC27001:2013 and ISO 27018:2019 certified cloud solution
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An ISO/IEC27001:2013 and ISO 27018:2019 compliant cloud solution
An ISO/IEC27001:2013 and ISO 27018:2019 certified cloud solution