CLIK Introduces Propensity Score to Help Financial Institutions Improve Credit Marketing Effectiveness

Jakarta, July 22, 2026 – PT CRIF Lembaga Informasi Keuangan (CLIK), a Credit Information Management Institution (Lembaga Pengelola Informasi Perkreditan/LPIP) supervised by Indonesia’s Financial Services Authority (OJK), today introduced its new product CLIK Propensity Score, a score that helps financial institutions identify prospective borrowers likely to take out a loan within the next three months. The solution is designed to support more precise credit marketing strategies, enabling financial institutions to improve campaign effectiveness, optimize marketing budgets, and reach prospective customers at the right moment.

Campaign effectiveness remains a persistent challenge for many financial institutions. According to the 2025 Response Rate Report published by the Association of National Advertisers (ANA/DMA), response rates for mass-distributed credit card offers range between 1–3%, while campaigns targeted at relevant existing customers achieve response rates of 5–9%. These findings show that campaign success depends heavily on the ability to identify the right targets.

“The financial services industry needs an increasingly data-driven approach to better understand and serve customer needs. Through CLIK Propensity Score, we want to bring an innovation that helps financial institutions make more accurate decisions, making marketing efforts more efficient and business growth healthier,” said Rizana Noor, President Commissioner of PT CRIF Lembaga Informasi Keuangan (CLIK).

CLIK Propensity Score predicts the likelihood that an individual will take out a new unsecured loan based on credit behavior recorded at the credit bureau, with a prediction window of up to three months. The model leverages bureau-wide intelligence to provide more comprehensive insights than the internal data held by individual institutions. The solution can be applied across a range of unsecured credit products, including credit cards, unsecured personal loans (Kredit Tanpa Agunan/KTA), Buy Now Pay Later (BNPL), and peer-to-peer (P2P) lending.

“Many financial institutions run acquisition and cross-sell campaigns without truly knowing who is preparing to take out a new loan. With CLIK Propensity Score, we want to help the industry spot that demand signal earlier, so offers reach the right person at the right moment — without compromising risk management discipline,” said Yovi Leonora, Vice President Presales & Solution, PT CRIF Lembaga Informasi Keuangan (CLIK).

Beyond identifying prospective borrowers, Propensity Score is also designed to support a range of business needs, including acquisition campaigns, cross-selling, relationship manager prioritization, and digital credit offers. Implementation can begin with a proof of concept (PoC), allowing financial institutions to evaluate the model’s performance based on the characteristics of their own portfolio.

With CLIK Propensity Score, CLIK expands its analytics solutions portfolio to support data-driven decision-making across the financial services industry. The solution is expected to help financial institutions optimize their business growth strategies through more effective credit marketing, without setting aside the principle of prudent risk management.