1. Startup

Astra Group's Digital Transformation Through Moxa Integrated Financial Product

Gaining positive market feedback with 3.5 million downloads; still focused on strengthening inclusive synergies

For the last few years, Astra Group has started to perform digital transformation. In the manifestation, the company has three main approaches, modernizing its core business, creating new and innovative sources of income, and investing in products in the digital ecosystem.

Through several subsidiaries in the field of digital development, Astra has delivered a number of products in various service categories, including AstraPay, CariParkir, Sejalan, Movic, and SEVA. Recently, Astra Group through PT Sedaya Multi Investama (Astra Financial) launched a digital financial platform named Moxa.

Moxa was developed by PT Astra Kreasi Digital under Astra Financial. This platform originally designed as an integrated digital solution for all financial products belonging to the Astra Group. On this occasion, Moxa CEO Daniel Hartono shared a thorough explanation of the products to DailySocial.id.

About Moxa

Moxa or Mobile Experience by Astra Financial was launched in March 2021. However, Daniel said that Moxa development had been carefully planned long before the Covid-19 pandemic occurred. The recent launching is following the trend of people's shifting lifestyles that triggered the digital services acceleration in Indonesia.

This trend is also reinforced by the e-Conomy SEA 2020 report by Google, Temasek, Bain & Company that said 37% of Indonesia's  internet users are first timer. Meanwhile, 93% of digital consumers in Indonesia admit that they will continue to use digital platforms to cover their basic needs even when Covid-19 is over.

"We see that Covid-19 has driven large digital consumption in various sectors, including finance. Moreover, Astra Financial finally developed a platform to accommodate consumers' needs that are getting dependent on digital products. One of them is through the integrated, fast, and secure product, Moxa," he said.

Currently, Moxa connects consumers with 21 types of financial products belonging to the Astra Group, ranging from car to motorcycle financing, health insurance, life insurance, heavy equipment financing, to multipurpose loans. Moxa acts as an alternate digital channel for financial service partners. Meanwhile, financial services are fully managed by business partners.

Agile working culture

Daniel said, in formulating product and business strategies, his party applies agile methods that focus on insight-driven and combines decades of experience from the Astra Group business. In terms of products, Moxa and other Astra digital products were developed by prioritizing the Minimum Viable Product (MVP) concept and regular usability testing.

"We ensure that to formulate customer pain points, business insights, and technology-based solutions in Moxa's every new feature or product launch. Our team always does design thinking with all product, branch, technology and business teams," he said.

In his journey, the trust of financial service partners provided a big challenge for the company. The thing is, Moxa must be able to provide more added value compared to similar services that already exist. The Moxa team must also be able to digitize the financial processes that currently ongoing.

For example, digitizing credit applications, therefore, they can be done quickly, easily and safely in accordance with regulatory corridors. It is committed to providing digital financial services according to the Financial Services Authority (OJK) regulations.

"I think Moxa has succeeded in answering the challenge. It is proven by a good results while operating as a new player. Our application has been downloaded 3.5 million times within March-August 2021. There is still a long way to go, but we believe this number is an indicator of positive market acceptance for Moxa products," he said.

Ecosystem and collaboration

To date, Moxa is still focused on strengthening the product ecosystem in an inclusive manner with all financial products belonging to the Astra Group. Daniel targets to grow Moxa users up to five times in the next three years.

Some of the inclusive collaborations are including Moxa's synergy with the AstraPay digital wallet and the Maucash lending platform. In the AstraPay synergy, Moxa users can use their AstraPay balance to make transactions.

Apart from this internal synergy, Moxa plans to open its ecosystem with external parties. Daniel mentioned, his team has prepared an Open API system to facilitate strategic collaboration with external partners in the near future.

One of the latest collaborations is between Moxa and PermataBank to provide the MoxaKu Permata Savings feature in early August. Through this feature, Moxa users can open a savings account directly through the application without having to come to a branch office.

"Currently, Moxa users are dominated by consumers who apply for loans in Maucash, financing and multipurpose for motorbikes and cars, and insurance applications. We also see an increase in the MoxaKu Permata Savings product. In total, there are 300 Open API collaborations on the Moxa platform. We will continue to expand the collaboration to support digital acceleration," Daniel said.

Original article is in Indonesian, translated by Kristin Siagian

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