Askrindo strengthens its insurance inclusion strategy through strategic partnerships, data-driven marketing, digital technology and customer-focused innovation.
JAKARTA, Indonesia — The role of marketing in the financial services industry is undergoing a significant transformation as companies increasingly connect customer engagement with business growth, digital technology and financial inclusion.
This shift is reflected in the strategy of PT Asuransi Kredit Indonesia (Askrindo), an Indonesian state-owned insurance and guarantee company. Its Business Director, Budhi Novianto, received the Best Chief Marketing Officer 2026 in Encouraging Insurance Inclusion and Education through Strategic Partnerships award in the General Insurance category at the Indonesia Best CMO Awards 2026, organized by Warta Ekonomi.
The recognition highlights an approach that places strategic partnerships, customer access and marketing transformation at the center of Askrindo’s business development. The development is particularly relevant as insurance providers across Southeast Asia face the challenge of expanding protection while adapting to increasingly digital customer behavior.
From Brand Building to Business Growth
Budhi Novianto said the role of marketing has changed considerably. According to him, marketing can no longer focus solely on brand building or campaigns but is increasingly expected to contribute directly to business growth.
“Marketing has changed significantly. We can no longer talk only about brands or campaigns,” Budhi said, emphasizing the growing expectation for marketing to become a driver of business growth.
The shift is also reflected in the growing use of data, technology and customer experience as components of marketing strategy. For financial services companies, these tools can help organizations understand customer needs and develop more targeted approaches to market engagement.
Askrindo’s strategy illustrates how marketing is becoming increasingly connected to broader corporate objectives. Rather than operating as an isolated communications function, marketing is being positioned alongside business development, customer understanding and ecosystem building.
Strategic Partnerships to Expand Access
One of the central elements of Askrindo’s approach is collaboration. Budhi views partnerships not simply as commercial arrangements but as a mechanism for opening wider access to insurance and guarantee services.
“At Askrindo, we see collaboration not merely as cooperation, but as a way to open access,” Budhi said. He noted that insurance inclusion cannot be addressed by a single institution and requires an ecosystem involving multiple stakeholders.
This perspective has wider relevance for Southeast Asia, where financial inclusion remains closely connected with the ability of financial institutions to reach different customer groups through appropriate distribution channels and partnerships.
For insurance providers, partnerships can create additional channels for education, distribution and customer engagement. They can also help companies understand the specific requirements of communities and businesses that may have limited exposure to insurance products.
Technology and Data Reshape Customer Engagement
Digital transformation is another important component of the changing marketing landscape.
Budhi said digital technology and artificial intelligence provide opportunities to understand customer behavior more deeply. At the same time, the use of technology creates a stronger requirement for companies to demonstrate measurable business impact.
“With digital and AI, we have the opportunity to really understand customer behavior. But every strategy also needs to demonstrate its impact on the business, not just awareness,” he said.
For insurance companies, this transition has implications beyond marketing communications. Data can support customer segmentation, service development and more relevant engagement, while digital channels can make information and services more accessible.
However, technology alone does not determine the effectiveness of digital transformation. Companies also need appropriate processes, capabilities and governance to ensure that data and technology are translated into useful business decisions.
An ASEAN-Relevant Financial Inclusion Challenge
The development of Askrindo’s marketing strategy comes at a time when financial services across Southeast Asia are becoming increasingly digital and interconnected.
For the insurance sector, expanding inclusion involves more than increasing the number of products available in the market. Consumers also need greater awareness of insurance, accessible distribution channels and products that respond to different financial and business needs.
Askrindo’s focus on insurance education and strategic partnerships therefore provides an example of how an insurer can approach inclusion through an ecosystem rather than relying exclusively on conventional marketing channels.
The company’s role in insurance and guarantees also places its strategy within a wider economic context. Askrindo provides services including credit guarantees, credit insurance, trade credit insurance, surety bonds, counter bank guarantees and customs bonds, according to its corporate information.
Strengthening the Role of Marketing Leadership
Budhi Novianto currently serves as Askrindo’s Business Director. The company’s management profile states that he holds a bachelor’s degree in Agricultural Technology from UPN Yogyakarta and a master’s degree in Agribusiness Management from IPB University. He also has professional experience in banking, including regional leadership positions at Bank Rakyat Indonesia, and holds a Risk Management for Corporate Leaders certification from Harvard Business School.
His current role provides a business-oriented context to the company’s marketing transformation. Rather than viewing marketing solely through a communications perspective, the approach connects customer access with broader business objectives.
Askrindo’s awards record also shows continued recognition across areas of corporate and business performance. Its official awards page lists several recognitions received during 2026, reflecting the company’s continued participation in national corporate and financial-services assessments.
Looking Beyond Recognition
For Askrindo, the Best CMO Awards 2026 recognition is part of a broader transformation agenda rather than an endpoint.
Budhi emphasized that the next challenge is not simply adapting to technological change, but ensuring that every strategic initiative contributes to business growth while remaining relevant to wider financial inclusion objectives.
That perspective places the future of insurance marketing within a broader regional conversation. Across ASEAN, financial institutions are increasingly required to combine customer-centric services, technology, partnerships and responsible business practices.
For Askrindo, the strategic direction is centered on connecting these elements: using technology and data to better understand customers, developing partnerships to widen access, and positioning marketing as part of the company’s overall growth strategy.
As the financial services landscape continues to evolve, the ability to combine digital innovation with meaningful customer access will remain an important consideration for insurance companies seeking sustainable growth in Indonesia and the wider Southeast Asian market.
