"Parkir Gaji" as the Salary Ecosystem for Superbank

Superbank Kartu Untung

Just saw a study case about Kartu Untung from Superbank, and I think it looks pretty cool. That said, I want to break down why there’s urgency behind this feature and maybe explore another improvement Superbank could create.

I think it’s pretty obvious that Kartu Untung was created because there still aren’t many people using Superbank as their primary savings account. Looking at the balance sheet (FY 2025), interest income is the main contributor to revenue (~Rp 2 Trillion), while fee/operating income only contributes around ~Rp 40 Billion. For me, that signals that not many users are actively using Superbank as their main daily banking app, which raises a concern because operating income is generally more predictable and doesn’t carry credit risk, while interest income does.

Superbank Balance Sheets Analysis

Around 70% of Superbank’s interest income comes from retail lending. Likely driven by Grab and its lending ecosystem, where the credit quality is probably on the lower end. Based on this, I think there are 2 core problems:

Over-reliance on interest income with questionable credit quality
Low adoption for daily banking activities

I also think these two issues are connected. Because of the strong Grab integration, many users probably only interact with Superbank through lending features instead of using it as their primary banking platform.

That’s why I think Kartu Untung is already a good step toward improving retention and engagement. But I also want to propose two additional improvements:

Improve credit analysis using OVO data, since OVO has richer historical transaction and spending behavior data within the Grab ecosystem.
Instead of shifting further into B2B, Superbank can still maximize the B2C route to grow operational income through a feature called “Parkir Gaji”.

The idea is simple: users route their salary directly into Superbank. In return, Superbank gains recurring DPK, stronger user retention, and richer financial data for underwriting and personalization.

Salary inflow is also one of the strongest indicators of banking stickiness. Once users receive salaries in a bank account, they are more likely to use the same platform for transfers, savings, bill payments, debit cards, and other daily financial activities.

Beyond lending, this also opens opportunities for:

Transaction fee income
Cross-selling financial products
Better credit underwriting
Lower customer acquisition costs

The main challenge is convincing users to switch their salary accounts, since payroll accounts are naturally sticky. That’s why features like cashback, auto-budgeting, salary advance, and ecosystem rewards become important to make the switch feel worth it.

So with that in mind, let me introduce some of the designs.

1st Section: Program Introuction

1st Photo - Discover Parkir Gaji: This screen acts as the main CTA that introduces the Parkir Gaji program. I intentionally added elements like “Diawasi OJK & LPS” to increase trust, while copywriting such as “Bisa dibatalkan kapan aja” helps reduce friction and makes users feel safe enough to try the feature first.

2nd Photo - How To: This section explains how users can route their salary into Superbank. There are actually multiple approaches here. If a company doesn’t allow flexible payroll bank options, users could still transfer the salary manually. The downside is Superbank may not be able to verify whether that’s the user’s full salary amount. I think this part still has a lot of room to be explored further from both product and operational perspectives.

3rd Photo - Salary Received: This screen appears once the salary is detected. It shows all the salary allocations the user has previously configured. The goal is to make salary routing feel rewarding and interactive instead of just another passive banking flow.

2nd Section: Salary Allocation Mechanism

This whole section focuses on salary routing and auto-allocation. It’s a relatively lightweight feature to build, but it can significantly increase stickiness by helping users automatically distribute their income into savings, spending, or other financial goals every month. I also think there’s potential to integrate this deeper with the Kartu Untung feature.

3rd Section: miscellaneous

1st Photo - User Journey: A timeline-style screen that tracks the user’s historical activity, milestones, and achievements throughout the Parkir Gaji journey.

2nd Photo - Salary Analysis: A full dashboard that analyzes salary behavior, spending patterns, and financial habits. It also includes AI-generated suggestions based on transaction history and user spending behavior to make Superbank feel more like a smart financial companion.

3rd Photo - Early Salary Mechanism: This is probably one of the strongest selling points of the entire program. Users can withdraw part of their salary early based on their verified payroll amount. Instead of positioning it as a loan, Superbank can market it as an early salary withdrawal with no interest fee, only an admin fee. Of course, this feature would require stricter verification to ensure the salary actually arrives on the expected payroll date.

That’s it! I genuinely had a really good time working on this study case. One thing I learned is that sometimes increasing retention isn’t about adding more features, but about becoming part of the user’s financial routine. Once salary flow starts entering the ecosystem, the relationship between the user and the bank becomes much deeper than just transactions or just a paylater feature.