Loyalty Programmes Prove Effective in Attracting Low-Cost Funds for Banks
Prize-linked savings programmes remain a key strategy for the banking industry to attract low-cost funds while encouraging the public to save and transact more actively. Beyond serving as a form of customer appreciation, such programmes are considered effective in strengthening third-party fund accumulation, increasing the use of banking services, and expanding financial inclusion.
PT Bank Danamon Indonesia Tbk (Danamon), for instance, recorded an increase in customer participation in its Danamon Hadiah Beruntun (DHB) 5.0 programme, which contributed to the growth of the bank’s low-cost funds. As of 31 May 2026, Danamon posted a 2.5% year-to-date growth in retail third-party funds, equivalent to Rp1.9 trillion. The DHB 5.0 programme attracted 255,178 participants, a threefold increase compared to the previous period, and contributed to a 9% growth in the number of accounts throughout 2026.
Ivan Jaya, Consumer Funding & Wealth Business Head at PT Bank Danamon Indonesia Tbk, stated that DHB is one of the bank’s flagship programmes designed to appreciate customers while supporting the accumulation of low-cost funds through Current Account Saving Account (CASA). He noted that the programme has become a strategy to drive growth in third-party funds sourced from low-cost deposits and is part of the bank’s efforts to promote financial literacy and inclusion. Entering its fifth period, the programme continues to show a positive contribution to the bank’s performance.
According to Danamon, the implementation of DHB is also part of maintaining business growth momentum, both in terms of lending and funding, while preserving asset quality. Ivan added that the increase in customer participation demonstrates the programme’s success in reaching a broader segment of society and encouraging customers to actively increase their savings balances and transact through digital services. He explained that customers can earn points for monthly prize claims by conducting foreign exchange transactions via the D-Bank PRO application. Furthermore, customers can store their foreign currency proceeds in the Danamon LEBIH PRO Savings account, which supports 12 currencies and is equipped with a Danamon Global Currency Card, allowing overseas transactions without conversion fees. Ivan stated that DHB is a way for the bank to provide added value to customers while promoting a more active savings culture within the community.