TADA, previously GiftCard Indonesia, receives Series B funding with undisclosed amount from a number of investors led by Finch Capital. Hans de Back, Finch Capital’s Partner will be joining TADA’s board. Funding will be used for product development and expansion.

TADA was founded in 2012 as an attempt to improve users experience in loyalty sector. Conventionally, the scheme of loyalty program comes in a form of card or stamp. The more loyalty program being followed, the more cards for consumers to carry.

TADA with its AEP (Advocacy Engagement Platform) claims the program is beyond loyalty. They’re focused on brand building by giving advocacy or recommendation. TADA is said to help business shifting transaction to a relation. It currently has 300 corporate clients in various industries.

Antonius Taufan, CEO of TADA said in the release, “Public is getting more intelligent and aware of marketing. The businessman should know and try to build relation more than just a transaction. Through Advocate Engagement Platform, we help businessman to build a program directing customers to be an advocate for brands. The shifting from cost-centric loyalty to the revenue-centric advocacy is the basic need for business nowadays.”

In fact, the loyalty scheme trend is directed to the digital platform. We can watch how several popular services using loyalty scheme (in points) to boost service usage.

“We’re very glad to invest in TADA because we’re sure they have really interesting offers where they build a closer relationship with customers and offer advocacy approach. It has been well received by clients which acquire positive results and strong impact. We’re hoping to be able to work with Taufan and team for the development of more businesses,” de Back said.

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Original article is in Indonesian, translated by Kristin Siagian