Across the country, Indonesia’s financial services sector is undergoing a rapid and remarkable transformation. As one of ASEAN’s fastest-growing economies, Indonesia isn’t just keeping up with change, it’s setting the pace.
With digital and AI technologies taking centre stage, a new era of smarter, more inclusive, and hyper-personalised finance is unfolding.
At the core of this evolution is agentic AI, intelligent systems that can act autonomously to support decision-making, deepen customer engagement, and drive innovation at scale.
Tools like Agentforce are giving financial institutions the ability to move faster, reach more people, and unlock tangible business value.
So, what does this look like in practice?
Read on to discover five ways agentic AI is helping Indonesian financial services providers build a stronger, smarter financial future.
Want to dig deeper?
Download The Salesforce Connected Financial Services Report to explore how AI is reshaping banking in ASEAN
1. Unified data: The first step toward intelligent banking
Indonesia’s digital banking activity is booming, with nearly 2 billion digital transactions in October 2024 alone. But for many financial institutions, outdated and fragmented systems still stand in the way of real progress.
Agentic AI thrives on clean, connected data. Without it, even the most advanced AI systems can’t deliver on their full potential. That’s why more banking, financial services, and insurance (BFSI) businesses are investing in unified data platforms, allowing them to bring together customer profiles, transactions, behavioural data, and more in real time.
With this foundation in place, AI can go beyond automation. It starts by predicting customer needs, reducing response times, and delivering hyper-personalised service at scale.
2. Bridging the gap to financial inclusion
Despite strong digital momentum, financial access remains uneven. Around 25%, or one in four Indonesian adults is still unbanked, often due to challenges like affordability, infrastructure gaps and limited digital literacy.
Agentic AI is helping to bridge this divide. Equipped with natural language capabilities, AI agents can communicate in local dialects, making digital services more accessible to communities that were previously left behind. They also simplify onboarding with AI-powered ‘Know Your Client’ checks and digital ID verification, reducing paperwork and enabling faster access to essential services.
AI is supporting these systems by making it possible for banks to expand their reach without expanding their physical footprint. By reducing operational costs and enabling self-service tools, AI helps providers grow sustainably while supporting the government’s goal of achieving 98% financial inclusion by 2045.
3. Hyper-personalised customer experiences at scale
Indonesia’s customers are evolving. As digital natives become the dominant demographic, expectations are rising. They want services that anticipate their needs, respond instantly, and treat them as individuals — not as account numbers.
Agentic AI makes it possible for BFSI businesses to personalise customer experience. It does this by interpreting signals from transaction data, life events, and behaviour to offer timely, relevant recommendations. It might help do this by nudging users toward savings goals, suggesting better insurance coverage, or alerting them to bill payments.
According to the Connected Financial Services Report, nearly half of ASEAN consumers say they’d stick with a provider that delivers a standout service, even if it costs more, which demonstrates the value of personalising customer experience and in turn driving loyalty.
Tools like Agentforce give financial institutions the ability to deliver these experiences consistently, without needing to scale up teams. It’s personalisation with precision, but without compromise.
The Financial Services Playbook for Effective Data Maturity
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4. Fueling fintech innovation with AI
Indonesia’s fintech ecosystem is booming. With over 300 startups and US$246 million raised in 2024 alone, it’s clear that innovation is flourishing.
For these agile players, agentic AI is much more than just a supporting tool, it’s a strategy.
It’s powering everything from real-time fraud detection and AI-driven credit scoring for underserved customers, to robo-advisors offering bite-sized investment guidance and customer support systems that never sleep.
The common thread? Efficiency.
Fintechs are building lean, scalable operations with AI at the core, helping them outpace competitors and meet the needs of a younger, mobile-first market.
The result is a new generation of financial services: faster, fairer and fit for the future.
5. Trust and transparency in AI
In a sector built on confidence, trust is the non-negotiable.
As AI becomes more embedded in everything, from lending decisions to fraud prevention, financial institutions are stepping up to ensure that transparency and ethics don’t fall by the wayside.
This means making AI decisions explainable, reducing bias in algorithms and ensuring compliance with evolving regulations from Indonesia’s Financial Services Authority and Bank Indonesia. It also means building internal capabilities, from staff training to responsible AI frameworks, to ensure technology is used thoughtfully, not blindly.
What’s next for Banking, Financial Services, and Insurance in Indonesia?
The momentum is building, and it’s an exciting time for financial services in Indonesia. A new chapter shaped by agentic AI, supported by strong digital infrastructure and guided by thoughtful regulation is unfolding.
To stay ahead, BFSI organisations don’t just need to adopt AI. They need to make it a natural part of how they operate every day. That means helping teams work confidently alongside AI agents, making sure innovation aligns with ethical and regulatory expectations , and choosing the right platforms, like Agentforce, to keep things secure, scalable, and built for the long haul.
As this transformation picks up speed, one thing is becoming clear: Indonesia’s financial future isn’t just digital, it’s agentic.
And the best part? It’s only just getting started.
Want to learn how AI is reshaping financial services across ASEAN? Download the Connected Financial Services Report.
