How Amartha built its profile in the tech ecosystem

Indonesian startup Amartha is more than a fintech company. It wants to be an engine for financial inclusion in Indonesia’s grassroots economy.

Its core mission is to provide digital financial services to the unbanked, focusing on empowering women-led MSMEs.

This specific, mission-driven focus presented a unique marketing challenge. Amartha needed a partner who understood the tech and startup ecosystem but who could also adapt to its evolving goals, from establishing thought leadership to driving registrations for its flagship events.

That’s where Tech in Asia Studios came into the picture.

Over the years, our partnership with Amartha has evolved to meet these specific needs, demonstrating how flexible strategy can amplify a powerful mission.

The evolving objectives

Amartha’s needs changed as its influence grew. Our collaboration was designed to help the company meet its unique business goals at each stage, some of which include:

Establishing Amartha as a key thought leader on grassroots economy and financial inclusion
Driving high-quality registrant acquisition for its Asia Grassroots Forum (AGF), targeting impact investors, policymakers, and C-level founders who align with its mission
Connecting the firm’s work with the broader tech community to foster collaboration and investment

An adaptive, multicampaign delivery

In response to these business targets, we tailored bespoke solutions:

Product Development Conference 2023 (Objective: niche thought leadership): We began by providing Amartha a platform as a Platinum Sponsor at PDC 2023. A dedicated speaking session was crucial, allowing the company to share its deep expertise on the “grassroots segment” with a broader tech audience that was previously unaware of the market’s potential.
Asia Grassroots Forum 2024 (Objective: targeted community building): Amartha needed to reach a very specific audience for AGF. We executed a targeted campaign, curating invitee lists of impact investors and mission-aligned founders, ensuring the room was filled with relevant stakeholders.
Asia Grassroots Forum 2025 (Objective: strategic industry leadership): With AGF now established, the goal evolved. Tech in Asia’s role expanded to that of a strategic partner, helping to shape the industry conversation through content development and speaker invitations, on top of a comprehensive drive to acquire registrants.

Consistent results across changing goals

Our adaptive approach delivered measurable results that directly supported Amartha’s evolving mission.

For thought leadership (PDC 2023):

Connected Amartha with 2,400+ attendees, introducing its mission to a new segment of the tech ecosystem.
The post-event article extended the company’s reach, achieving 7,000 page views.

For targeted community building (AGF 2024):

Successfully curated a high-quality audience, with 341 of our suggested invitees approved by Amartha, including an 80% approval rate for VCs and investors.
The targeted email campaign to this curated list achieved a 76% average open rate, demonstrating high relevance and interest.
Newsletter insertions generated over 2,100 impressions to a broader, more relevant audience.

For strategic partnership (AGF 2025):

Exceeded the target with 518 high-caliber registrants, successfully gathering Amartha’s target community.
Attracted a senior audience: approximately 30% were C-level executives, roughly 47% of which came from the technology sector.
Generated over 2.6 million social media impressions.

Reflecting on the collaboration, Alysha Paxia Susilo, senior lead product manager at Amartha, said, “The Tech in Asia team was so professional in handling the event and content creation and proactively supported us to make sure our partnership and the event was going well.”

Key partnership opportunities and outcomes

Like Amartha, partners of Tech in Asia Studios can benefit from our:

Tailored strategies for mission-driven brands: The ability to understand a unique business model and design campaigns that amplify a specific mission.
Flexible execution for evolving goals: A proven track record of adapting our services as a client’s goals mature from brand awareness to strategic leadership.
Targeted audience curation: A deep understanding of the tech ecosystem, allowing us to connect partners with niche communities like impact investors and policymakers.

Partner with Tech in Asia Studios

We build long-term strategic partnerships that deliver on your evolving business goals. Our integrated approach ensures our partners can effectively reach their target audience and build lasting brand equity.

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