Digital Transformation Bears Sweet Fruit: TASPEN Sweeps Up These Awards!

Jakarta, CNBC Indonesia - PT TASPEN (Persero) has proven itself as an adaptive institution in the digital era by sweeping several prestigious awards at the BUMN Entrepreneurial Marketing Award (BEMA) 2026. In the event organised by MarkPlus Inc, TASPEN won in the Key Elements of Marketing and Tech Marketing categories for the insurance and pension fund services sector.

Beyond corporate achievements, female leadership at TASPEN also received high recognition. TASPEN’s Director of Human Resources and Technology, Ovita Susiana Rosya, along with the Director of Compliance and Risk Management, Diyantini Soesilowati, were awarded the DEWI BUMN 2026 as an appreciation for female directors who play a strategic role in accelerating the company’s transformation.

TASPEN Corporate Secretary Henra stated that these awards are proof that TASPEN’s transformation goes beyond mere service improvements.

“We are building an adaptive and digital-based communication ecosystem to ensure that every participant feels closer and well-served. This innovation is the heart of our marketing strategy,” said Henra on Friday (8/5/2026).

In the BEMA 2026 session, Chief Marketing Officer of Danantara Asset Management, Dendi Tegar Danianto, emphasised that current company marketing strategies no longer focus solely on products and conventional communication, but also on how brands can deliver relevant and memorable experiences for customers.

The brand experience approach is seen as a key factor in building long-term relationships between brands and customers, including in the BUMN and BUMD sectors, which are now required to be closer to the public.

On that occasion, BEMA 2026 also received appreciation from Danantara Asset Management’s Chief Marketing Officer as an awards event capable of encouraging companies to continue delivering communication innovations, strengthening brand experiences, and building public trust and company relevance amid the evolving dynamics of societal needs.

Dendi Tegar stated that customer loyalty and image building cannot be achieved through advertisements or podcasts. It must be done through what is known as brand experience.

“Brand experience is our way of serving our customers better. And the finance will follow,” he said.

TASPEN’s victory in the Tech Marketing category also became a major highlight. This award is based on the successful adoption of technology through the Andal by Taspen application.

Through the Andal by Taspen app, participants can access various TASPEN services, including: authentication, registration and enrolment (recording), online claim and non-claim submissions, monthly pension information, self-filling forms, complaint submissions via Taspen Care, E-SPTB updates, service location information, participants’ rights and obligations, THT and pension benefit estimates, JKK reporting, claim submission forms and requirements, attendance scheduling at the Public Service Mall (MPP), and information on Taspen Life and TASPEN products.

With solid performance and high ratings on the Play Store and App Store, this app is deemed successful in transforming pension services into something more modern, transparent, and easily accessible to all TASPEN participants. As of April 2026, the Andal by Taspen app has been downloaded 2.8 million times via the App Store and Play Store.

TASPEN’s win in the Key Elements of Marketing category was also due to the strength of its consistent and integrated branding strategy, as well as the company’s communication performance reflected in positive performance across various social media channels. Based on desk research assessment by MarkPlus Inc, TASPEN is evaluated as capable of building a strong and relevant brand positioning through informative, educational, and responsive content to participants’ needs, while maintaining high engagement with the public as a manifestation of the effectiveness of participant-oriented marketing strategy implementation.

This success also reinforces TASPEN’s position as a Center of Excellence in social security management. The transformation carried out aligns with President Asta Cita’s vision in strengthening economic resilience and social welfare through inclusive protection. The BEMA 2026 assessment process was conducted through rigorous desk research by MarkPlus Inc, covering branding strengths, social media performance, to the success of marketing technology implementation.

Previously, in 2025, TASPEN also won the Dream Workplace for Learning 2025 award in the Mandatory Insurance category as part of The 13th Annual Jakarta Marketing Week 2025 organised by MarkPlus Institute together with Marketeers, as recognition of the company’s commitment to building a sustainable learning culture and human resource development.

“This achievement is not an endpoint, but a reminder for us to continue raising service standards. We want to ensure that every innovation, whether through digital technology or leadership strengthening, delivers real impact for the welfare of participants across Indonesia,” Henra concluded.