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How SMBC Indonesia’s Jenius Bank Generated $599M in Spend Through Gamified Banking Engagement
By integrating Perx’s behaviour-led gamification engine, Jenius Bank activated millions of customer actions, driving $8.3M in minimum spend and $599M in actual transaction value through a simple, repeated micro-spend trigger.
In an increasingly competitive digital banking landscape, the neo bank needed a way to deepen loyalty and differentiate beyond standard cashback or points. Despite high acquisition momentum, customers were not consistently engaging with everyday banking actions. Jenius Bank needed a reward-led approach that could nudge better financial behaviour, lift product usage, and create a defensible USP against other neo banks.
Perx powered a behaviour-driven engagement layer inside the neo bank’s app, rewarding micro-actions with instant gratification, gamified savings milestones, and loyalty points for all. Using an advanced rules engine, the bank triggered personalised nudges every time a customer spent IDR 10,000 or more, turning habitual actions into rewarding, sticky behaviours at scale.
Between November 2023 and July 2024, Perx-powered campaigns triggered the bank’s IDR 10,000 minimum spend rule 13.4 million times, driving $8.3M in minimum spend and an impressive $599M in actual customer spend across categories like fashion, F&B, travel, gas, and groceries. The program achieved a 55% earn-to-burn ratio, signalling strong reward relevance, and activated 145,000 unique customers, each averaging $460 monthly credit card spend – 67% higher than Indonesia’s national average. These results demonstrated how gamified, behaviour-led banking experiences can materially shift spending habits and customer loyalty for digital banks.
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