Insider's Business Plan in Indonesia After Winning the "Unicorn" Title

In early March 2022, Insider which is a developer of marketing SaaS platforms, has completed a $121 million (Rp 1,75 trillion) series D funding led by QIA. The investment brought Insider into the ranks unicorn with a valuation of $1,22 billion.

Previously, Insider conveyed his commitment to working on the Indonesian market, including by building a local team here since 2020. Precisely when the new company pocketed series C pendanaan funding $32 million led by Riverwood Capital.

As an initial plan after this new funding, Insider will invest IDR 300 billion over the next three years for the Indonesian market. This additional capital will also be used by the company to drive business expansion, improve the company's core technology, and increase local sales, and investment in marketing activities.

"With this funding, the company will add 3x the number of teams to around 300%. Our target is 50 headcount in Indonesia. I believe people is an asset and we carry the concept people first to be able to develop the business," said Country Manager Insider Indonesia Arifin Iskandar to DailySocial.id.

Pandemic drives business growth

The pandemic has proven to have accelerated digital acceleration, not only for individuals but also for businesses in particular. Previously, corporations were still reluctant to adopt digital, now they are voluntarily starting to look at various marketing platforms SaaS like Insiders.

Currently there are 100 companies that take advantage of technology and services from Insider. Starting from companies that fall into the category digital native, offline to online, to new companies that were previously still not willing to adopt their marketing activities online. All industries have now become targets of Insiders.

"At this point we can say that we have diverse in terms of what industry we are targeting. In the past, maybe we were more interested in companies that digital native, but now we see many companies that previously only focused on offline and interested in targeting online has also become a target for us," said Arifin.

Asked what Insider's strategy is to be able to compete with foreign and local players who offer similar services and technology, Arifin emphasized that with the experience of the company that has been established since 2012, they claim to be able to provide the best practices for each of their clients in terms of technology and other needs.

Headquartered in Singapore, Southeast Asia has been a key market for Insiders since its founding, as Insider first expanded to 11 regions in Asia including Indonesia, Korea, Hong Kong, Sydney, Taiwan, and Vietnam before Europe, LATAM, and the US. This insider has served some of the biggest brands in APAC including Singapore Airlines, Watsons, Garuda Indonesia, Telkomsel, and Adidas.

data utilization, machine learning, and AI

To support enterprises to provide relevant services, Insiders leverage data and the application of AI technology and machine learning. The process which is claimed to have become the right foundation for Insiders by starting everything from the data, which they get from consumer behavior which can be track from digital enablers or digital operators. In addition, this data can also be combined with data already in the system legacy.

"For example, before the pandemic when the program loyalty launched as an effort to reward customers, in general they have to come to a store or mall and then register to make a purchase. We can combine the data. Later Insiders will use AI technology and machine learning to be able to assess customer lifetime, said Arifin.

The average consumer today engages digitally with brands across six or more channels. Marketers are challenged to engage with customers on the channels of their choice when they are most active. Insider's AI-powered platform brings together the broadest set of personalization capabilities with emerging messaging channels such as WhatsApp, Facebook, RCS and SMS.

"Social media in Indonesia is still a tools best for marketing activities. Facebook and Instagram have a very large number in Indonesia and become channel options for marketing activities, however Insider also has other options outside of social media," said Arifin.