Askrindo wins award for insurance marketing strategy

“At Askrindo, we see collaboration not merely as cooperation, but as a way to open up access. Because the challenge of insurance inclusion cannot be solved alone — it must be addressed through an ecosystem.”

Jakarta (ANTARA) — PT Asuransi Kredit Indonesia (Persero), or Askrindo, has won an award at the Indonesia Best CMO Awards 2026 for its marketing strategy in the insurance and suretyship sector.

The award for “Best Chief Marketing Officer 2026 in Encouraging Insurance Inclusion and Education through Strategic Partnerships (General Insurance Category)” was received by Askrindo’s Business Director, Budhi Novianto.

In a written statement in Jakarta on Monday, Budhi said Askrindo seeks to integrate its marketing strategy with the company’s business objectives, particularly in improving public access to insurance and suretyship products through strategic cross-sector partnerships.

“At Askrindo, we see collaboration not merely as cooperation, but as a way to open up access. Because the challenge of insurance inclusion cannot be solved alone — it must be addressed through an ecosystem,” Budhi said.

According to him, the company recognises that the role of marketing has shifted considerably from what it once was. Marketing, he said, is no longer just about campaigns, but also encompasses its impact as a driver of business growth.

Amid accelerating digitalisation, he added, the marketing approach is increasingly shifting towards the use of technology, data, and digital channels, which are becoming dominant in reaching and understanding customer needs.

“Now, with digital and AI, we have the opportunity to truly understand customer behaviour. But on the other hand, that also presents a challenge, because every strategy must be able to demonstrate its impact on the business, not just awareness,” he added.

As a state-owned enterprise in the insurance and suretyship sector, Askrindo continues to strengthen the role of marketing and communications as an integral part of its business transformation, including through the digitalisation of services and the development of partnership ecosystems.

“Going forward, the challenge is not only how we remain adaptive, but how every step we take genuinely contributes to growth. And at the same time, we must remain relevant in driving broader financial inclusion,” he said.