How LinkAja’s teams drive growth

Indonesia, with a significant unbanked and underbanked population, saw the emergence of LinkAja in 2019 as a pivotal e-wallet solution aimed at addressing this gap. Within two years, LinkAja amassed over 73 million registered users, becoming a leading e-payment platform in the country. A critical factor in this rapid growth was the seamless collaboration between the Product and Marketing teams, which deviated from traditional siloed approaches by aligning on business objectives, metrics, and insights. The adoption of an integrated tech stack, including tools like Mixpanel for analytics and Braze for in-app marketing, facilitated efficient data sharing and communication, enabling both teams to maintain a unified focus on user engagement, conversion, and retention. This alignment not only optimized internal processes but also enhanced the customer journey, particularly during the crucial initial phase of user onboarding. LinkAja's approach exemplifies the importance of a customer-centric focus, driving collaboration and effective decision-making across teams.

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