Member.id Receives Funding from East Ventures and Traveloka
Startup provider of customer loyalty and marketing programs, Member.id, announced that it has won Series A funding of USD 1.1 million or around IDR 15.4 billion. This funding round is led by venture capital firm East Ventures by involving strategic investment from Traveloka.
Member.id also announced that it is expanding into the world of the creator economy with the joining of Travel Secrets, a content platform about travel. Following Travel Secrets joining forces, the startup founded TS Media, a new division that will focus on content production.
“Currently we are able to provide end-to-end marketing solutions ranging from awareness, aspirations, activation to retention and recommendations to clients and brands,” said Marianne Rumantir, CEO and Co-founder of Member.id.
By creating quality content on several digital platforms, according to Marianne, the company has developed its capabilities, not only producing travel-related content, but also expanding into culinary, sports, lifestyle, beauty, finance, and eSports.
“We are creating new programs with new talents so that they can reach a variety of audiences. This opens up opportunities for more brands from various industries to work together,” said Marianne.
Collaborating with Traveloka in the Field of Content
Member.id also collaborates strategically with Traveloka in the content sector. “By producing content about domestic tourism, we can make a big contribution to increase demand at Traveloka,” said Co-founder and Chief Strategy Officer Member.id Robert Tedja.
Traveloka’s partner network (merchants) in the tourism industry can also be the newest source of income for Member.id. “The strategy that relies on content opens new opportunities for Traveloka users and business partners in the travel and lifestyle sector,” said Traveloka Group President, Caesar Indra.
The potential for the content business that Member.id has explored is indeed quite large. App Annie’s data shows that the average Indonesian population spent 5.2 hours per day accessing the internet via cellphones over the past year.
This length of time is the highest in the world. Every month, internet users in Indonesia spend an average of 25.9 hours accessing YouTube. Meanwhile, the time spent opening the Facebook and Instagram platforms is 17 hours each, then TikTok is 13.8 hours.
“As one of the leading innovative consumer technology companies, Traveloka is committed to continuously enriching lives in all markets in which we operate. Member.id’s unique strategy, which is based on content, opens new opportunities for Traveloka users and business partners in the field of travel and lifestyle,” said Traveloka Group President, Caesar Indra.
Creator Economy Becomes One of the Main Trends
Member.id will use this new funding to improve its ability to produce contents, among others by increasing resources, recruiting new talents, and producing more diverse digital content.
Luna Maya, an actress and entrepreneur with more than 50 million followers across social media platforms and more than 20 years of experience in the media and entertainment industry, is a Managing Partner at Member.id.
Following Travel Secrets joining forces, the startup founded TS Media, a new division that will focus on content production. Meanwhile, strategic investment from Traveloka opens access to a wide network of business partners and various new business opportunities for Member.id
“As we enter the post-pandemic era, we are witnessing changes in media consumption patterns in society. One of the main trends today is the birth of the creator economy, which is now part of the solution offered by Member.id. We are supportive and enthusiastic to continue working with Marianne. , Robert, and Luna in building this platform,” said Willson Cuaca, Co-founder and Managing Partner at East Ventures.
Previously, Member.id received pre-series A funding from East Ventures, Ace Capital, and several angel investors in 2018. However, the value was not stated.