Leaders
Women CFOs in Asia are making remarkable strides in leadership roles across a variety of industries, breaking barriers and transforming the financial landscape. In many Asian countries, the Chief Financial Officer (CFO) role has traditionally been male-dominated, but the tide is changing as more women step into executive positions. Their rise to the top of their industries inspires future generations of women leaders, proving that barriers can be broken and new paths can be forged. Melisa Hendrawati, CFO of PT Superbank Indonesia (Superbank), is an industry veteran representing a growing trend of female leaders reshaping the financial sector in Asia. PT Super Bank Indonesia (Superbank) empowers the entire community by offering simple, transparent, and flexible financial products, leveraging technology to create accessible and innovative solutions for all.
In a personal interview with us, Melisa shared her journey, challenges and milestones of her life. Let’s read on.
Can you share an overview of your professional journey in the financial services sector? What have been the most significant milestones or turning points along the way?
Most of my career has been in the banking industry, where I honed expertise in finance, governance, risk management, and best practices. Aside from banking, experiencing a career in startup space broadened my perspective, exposing me to innovation-driven, fast-paced environments with a go-getter attitude. At PT Super Bank Indonesia (Superbank), I’ve been able to merge the best of both worlds by combining the structured rigour of banking with the agility and creativity of a startup. This unique fusion shapes how I lead, fostering a culture of innovation, psychological safety, and ownership, where employees feel empowered to experiment, learn from mistakes, and grow. Our milestone achievement of acquiring over 2 million customers within four months of launch is a testament to this approach, driven by a strong culture, diverse talent, and a well-executed financial strategy.
Can you introduce us to PT Superbank Indonesia (Superbank) and share the key roles and responsibilities you handle as the company’s CFO?
PT Superbank Indonesia or Superbank is a company focused on transforming banking in Indonesia through innovative digital services, addressing financing access and promoting financial inclusion. Backed by Grab, EMTEK, Singtel, and Kakaobank, PT Super Bank Indonesia (Superbank) leverages its networks and ecosystems to deliver innovative solutions. Since our launch in June, we’ve gained over 2 million customers, focusing on integrating banking services seamlessly within the Grab app and offering products like automatic daily savings and customisable financial planning. As CFO, I manage financial functions like accounting and budgeting, while driving strategic initiatives such as capital management and fundraising, and fostering a culture of innovation and resilience.
Digital leadership, for me, is about sharing a strong conviction that resonates with today's generation
What are your primary focus areas for driving growth at PT Superbank Indonesia (Superbank)?
Our focus is on leveraging the ecosystem of our reputable shareholders like Grab, EMTEK, Singtel, and Kakaobank. This ecosystem allows us to integrate our products deeply and address specific customer pain points, such as using alternative data for better credit underwriting. We prioritize customer-centric innovation, ensuring that each product, like Celengan by Superbank, and Saku by Superbank, meets the unique needs of our users. Finally, as we scale, we emphasize financial inclusion, aiming to provide access to financing for over 70 percent of Indonesia’s unbanked population, aligning growth with positive social impact.
What do you consider to be the most significant challenges in your current role, and how do you address these obstacles?
The most critical challenge is ensuring that we build the right culture within the company, especially since we are still in the early stages of growth. As we scale, it’s crucial to combine the best practices of traditional banking with the innovative mindset of a startup. This blend helps foster a culture of continuous innovation, where our team feels safe, agile, and empowered to create relevant products that address key issues like access to financing in Indonesia. While this is a challenge, I view it as an opportunity to shape the company’s culture from the ground up, ensuring it supports our people and enables growth.
Can you highlight the key professional milestones you have reached throughout your career?
When reflecting on my professional milestones, one of the most significant achievements has been driving the digital transformation at PT Super Bank Indonesia (Superbank), building it from the ground up. This included assembling a talented team, establishing systems, processes, and frameworks, and successfully scaling the bank to acquire over 2 million users within just four months of launch. Looking ahead, I see many more milestones related to the company’s growth and ensuring we offer relevant products and cultivate the right culture for our employees. My success mantra revolves around digital leadership, which I believe is crucial in the current era, especially as we transition from Gen X and millennials to Gen Z and Gen Alpha.
What changes do you expect in the financial services landscape by 2025, and are there any industry trends that you are particularly focused on?
For 2025, I see three key trends shaping the financial services industry, namely data analytics, AI, and ESG. Data analytics will help drive smarter decision-making, AI will enhance customer experience and risk management, and ESG will focus on sustainability and social impact, particularly through financial and digital inclusion. At PT Super Bank Indonesia (Superbank), we're committed to these initiatives, especially in serving underserved populations in Indonesia. Additionally, I believe the CFO role is evolving beyond financial management to become a 'Chief Future Officer’, guiding the organization with foresight, driving digital transformation, and fostering a culture of inclusivity and sustainability.
Melisa Hendrawati, CFO, PT Super Bank Indonesia (Superbank)
Melisa Hendrawati is a prominent business leader and finance executive based in Asia. Known for her expertise in the financial services industry, she has held leadership roles in various organizations, focusing on driving business growth, financial strategy, and operational excellence.
