Bank Saqu

Willy Apriando has worked with prestigious brands in marketing, advertising and creative fields across the globe, from Southeast Asia to the Middle East and the UK, for over two decades. His career is a true representation of a deep understanding of the marketing and financial worlds. Whether crafting a brand narrative or driving results for retail banking, he brings a well-rounded approach to solving every challenge.

In an interview with MarTech Outlook APAC, Appriando shares insights on his career trajectory, the significance of prioritizing growth strategies and encouraging young professionals to pursue higher purpose by embracing challenges and staying curious about data.

A Career Built on Eagerness to Learn

I come from an art and design background. Early in my career, I was fully immersed in advertising, running my own agency and working with clients across retail and private banking, insurance, loans and credit cards. This experience gave me a distinct foundation in finance and enabled me to explore public relations and management operations. Fast forward to 2022, I joined PT Bank Jasa Jakarta as head of marketing and branding, just as Astra Financial and WeLab acquired it. My mission was clear from the beginning—build a digital banking brand from the ground up. The culmination of that mission was the launch of Bank Saqu in November 2023, which has been one of the most fulfilling experiences in my career.

Beyond crafting the Bank Saqu proposition, I shaped a narrative that resonated deeply with Indonesians. Bank Saqu aims to be the go-to financial partner (#TemanSeperjuangan) for Indonesia’s rising ‘solopreneurs,’ who are eager to boost their income and embrace entrepreneurship. Through targeted PR and Marketing campaigns, we set to own the ‘solopreneur’ term, embedding it in every message and product use case across platforms.

Creating Impactful Campaigns for Community and Connection

Six months after the launch, Bank Saqu reached one million customers, a milestone attributed to a series of impactful campaigns. The Solopreneur Academy is more than just a mentorship program; it equips people with exposure, knowledge and networks they might not otherwise access. This initiative allowed us to extend the bank’s reach into the entrepreneurial community, supporting individuals who embody the bank’s core values of ambition and self-driven success. We also established a unique intellectual property around the ‘solopreneur’ brand, launching collaborative products with Solopreneur Academy members. This allowed us to co-create and showcase innovative solutions tailored to the needs of Indonesia’s solopreneurs while amplifying their reach through strategic partnerships and events like Ideafest and Semasa.

Reviving the popular 90s song ‘Menabung’ also proved to be a masterstroke in sparking financial awareness. We brought back the beloved classic at a concert with over 15,000 attendees to encourage Indonesians to embrace savings habits again. The monthly usage program is also one of our most anticipated campaigns, and our customers eagerly await it. We blend a witty approach with a playful tone in our social media content to engage and intrigue our audience.

“Young professionals navigating the ever-evolving financial marketing landscape must pursue a higher purpose, even when taking unconventional paths. They can start their journeys from any point.”

Where Happiness and Creativity Intersect

My mission, as the head of marketing, centers around building a digital banking brand that lifts Indonesia up, especially through solopreneurs, aligning closely with the bank’s broader objectives. I emphasize a clear understanding of our mission at every level. As a team, we prioritize strategies that support Bank Saqu’s growth and foster customer engagement and trust. Through data-driven insights and targeted campaigns, we ensure that each marketing initiative contributes to building meaningful, lasting connections with our audience while driving sustainable growth for the company.

I am driven by the passion for nurturing my team and empowering others to create a working environment where a growth-oriented mindset and openness are the norms. Our shared, approachable culture fosters happiness and creativity in our daily tasks, which I like to call 'happitivity.’ Even challenging tasks are approached with a collaborative spirit and a sense of fun. This culture blends seamlessly with our company’s AKTIF or ACTIVE values—ambitious, kolaboratif (collaborative), tangguh (resilient), innovative and focused.

Pearls of Wisdom for Aspiring Marketing Leaders

Young professionals navigating the ever-evolving financial marketing landscape must pursue a higher purpose, even when taking unconventional paths. They can start their journeys from any point. I started as an Art Director and ventured into entrepreneurship before transitioning to banking. Some experiences may not align perfectly with the ultimate vision, but each one will add professional value and shape a unique perspective. As long as there is a genuine willingness to embrace and learn from new challenges, they can easily ace their professional and personal goals.

Understanding fundamental human truths, building a strong customer-centric mindset, harnessing technology and staying curious about data are essential to seamlessly navigate the financial marketing landscape. Change is constant, and being proactive and inquisitive is the best way to stay ahead. Aspiring marketers must embrace collaboration and never hesitate to ask more questions.