The Member.id loyalty platform has announced series A funding worth of $1.1 million or equivalent to 15.4 billion Rupiah. This round was led by East Ventures and Traveloka. Fresh funds will be focused on strengthening content capabilities on the platform, in line with their mission to create a “creator economy”.

One of the launched initiatives is TS Media as a new content production division in the company. This unit allows brand owners to collaborate with the rapidly growing creator ecosystem in Indonesia through the support of Member.id’s technology and expertise.

Later, Member.id will focus on providing strategic consulting, data analysis, and technology solutions to encourage retention and increase customer acquisition. Meanwhile, TS Media will focus on content creation to increase awareness and activation to drive customer acquisition.

Along with the funding, they also launched “Travel Secret”, a travel content platform pioneered by the actress Luna Maya and Marianne Rumantir (Co-Founder & CEO of Member.id). Luna also joined the company as a Managing Partner.

The presence of Traveloka as an investor is expected to provide added value for the business, especially for connecting Member.id with merchant networks.

“The pandemic has triggered a change in consumer behavior. They spend more time viewing content on social media. By creating content geared towards domestic tourism [via Travel Secret], we can become a significant force in driving additional demand for Traveloka,” Member.id’s Co-Founder & CSO Robert Tedja said.

“The unique strategy driven by Member.id content can open up new opportunities for Traveloka users and our travel and lifestyle business partners,” Traveloka’s Group President, Caesar Indra added.

Apart from Member.id, Traveloka has also invested in three other startups, including KiotViet, PouchNATION, and PasarPolis.

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Original article is in Indonesian, translated by Kristin Siagian