Unlocking Investment Potential: Sucor Asset Management’s Vision for the Next Generation of Investors in Indonesia

Jakarta-based PT. Sucorinvest Asset Management offers investment solutions and wealth management services, helping clients to navigate, secure, and accumulate wealth over time through prudent investment.

When the Global Banking & Finance Awards took place in London this year, Sucorinvest Director, Ms Yenny Siahaan, was presented with trophies for Asset Management Company of the Year, both for Indonesia and for South East Asia. Afterwards, Phil Fothergill of Global Banking & Finance Review caught up with Director Mr. Fajrin Hermansyah, and Head of Business Development Mr. Rolando, to discuss the company’s path to success and what sets it apart in Indonesia’s asset management industry.

Mr. Hermansyah began by providing some highlights of Sucorinvest’s 27-year journey to date. “Founded in 1997 in Surabaya by Lindrawati Widjojo, Sucorinvest Asset Management has proven its resilience through crises like the 1998 Asian monetary crisis and the 2020 COVID-19 pandemic,” he said. “Our mission focuses on helping clients secure and grow their wealth through strategic investment management. As of October 2023, we manage over 20 mutual funds with assets under management of IDR 21.22 trillion (USD 1.24 billion), placing us among Indonesia's top 10 investment managers. We lead in retail investment, serving over 1 million predominantly young investors via banks and fintech platforms, committed to delivering long-term value with a progressive approach.”

Global Banking & Finance Review has previously covered Sucorinvest’s impressive growth, particularly in the retail space. This momentum has been sustained in 2024, with new strategies implemented to further engage retail investors. “The Indonesian market is anticipated to encounter challenges in 2024 due to elevated USD interest rates,” Mr. Hermansyah said. “However, as the US is expected to reduce rates in the year's second half, market attractiveness may increase. Our flagship products continue to perform well, and we are focusing on enhancing distribution through strategic partnerships with selling agents to effectively reach retail investors. This year, we have fortified these partnerships through joint digital promotions, creative campaigns, and roadshows targeting communities, offices, and universities. We have also added several prominent selling agents and launched a joint retail penetration strategy.”

Due to 70% of Surorinvest’s investors being under 30, digital engagement is a key driver. Mr. Hermansyah revealed that employing a strong digital strategy is essential in order to meet the changing needs and expectations of younger investors. “We leverage platforms like our website, Instagram, Facebook, TikTok, and X to attract tens of thousands of followers, positioning us as a leading investment management firm on social media in Indonesia,” he explained. “Our commitment to high-quality content educates and empowers young investors by simplifying investment concepts and staying current with trends. We also host live sessions for market updates and direct interaction, addressing audience queries with real-time insights. This year, Mr. Rolando will introduce a significant initiative to further enhance our digital presence and investor education efforts.”

Next, Mr. Rolando discussed some of the new products and solutions that Sucorinvest is currently working on. “This year, we conducted a thorough analysis of Indonesia's alternative investment market, focusing on ETFs, and identified significant long-term potential,” he reported. “Next year, we plan to launch our first stock-based ETF, providing clients with a new investment option. Additionally, we intend to boost client loyalty within our B2B2C model by addressing engagement challenges through a digital community-based loyalty programme. This initiative aims to enhance client awareness of Sucorinvest products and reinforce our dedication to exceptional service and solutions.”

Finally, Mr. Rolando gave an insight into Sucorinvest’s predicted key growth areas for 2025 and beyond as it continues to scale. “Sucorinvest Asset Management is dedicated to expanding its footprint in Indonesia's retail market, capitalising on the growth potential, as only 14.2 million of 280 million Indonesians are capital market investors,” he said. “While continuing to serve institutional clients and high-net-worth individuals, we are enhancing our retail strategy by expanding distribution channels through partnerships with banks and fintech companies. We plan to introduce alternative investment products next year and improve operational efficiency by utilising advanced technology and AI to align with our growth strategy. These initiatives position Sucorinvest to seize opportunities in both retail and institutional markets.”