BTN Rebrands e'Batarapos to Tabungan BTN Pos, Targets Rp5 Trillion in Low-Cost Funds
Executive Summary
Key insights and market outlook
PT Bank Tabungan Negara (Persero) Tbk (BBTN) has rebranded its e'Batarapos savings product to Tabungan BTN Pos, aiming to collect Rp5 trillion in low-cost funds (CASA) within a year. This strategic move targets younger generations and underserved regions through digital banking services via Bale by BTN application and Pos Indonesia's extensive network.
Deep Dive Analysis
BTN Rebrands Savings Product to Boost Digital Banking and CASA Growth
Strategic Rebranding and Expansion
PT Bank Tabungan Negara (Persero) Tbk (BBTN) has officially rebranded its e'Batarapos savings product to Tabungan BTN Pos, marking a significant step in their digital banking expansion strategy 1
Digital Innovation and Market Expansion
The rebranding exercise is designed to attract younger generations, particularly Gen Z, by introducing cardless transaction features through the Bale by BTN digital platform. This modernization effort eliminates the need for physical passbooks during transactions at Pos Indonesia outlets, enhancing customer convenience and experience 2
Leveraging Strategic Partnerships
The collaboration between BTN and Pos Indonesia, which began in the 1950s, has evolved significantly over the years. The current rebranding from e'Batarapos to Tabungan BTN Pos represents the latest development in this long-standing partnership. With over 500,000 existing e'Batarapos customers and nearly 3,000 Pos Indonesia outlets across Indonesia, BTN sees substantial potential for growth in CASA through this expanded network 2
Implementation Strategy
BTN plans to aggressively promote Tabungan BTN Pos by utilizing Pos Indonesia's strategically located branches, many of which are in 3T regions (Tertinggal, Terdepan, Terluar) that were previously underserved by BTN's services. The bank's management is optimistic that this initiative will not only increase their CASA but also enhance financial inclusion across the country 1
Source References
Story Info
Topics Covered
Key Events
Product Rebranding
CASA Growth Target
Digital Banking Expansion