PT Prudential Life Assurance’s Prudence Foundation announced that it has expanded its financial literacy programme on 10 October, onboarding more than one million students across Indonesia.
Since its launch in 2011, the initiative named “Cha-ching” has reached over 3.5 million children and trained more than 90,000 teachers across Asia and Africa. Notably, the firm reported its first million students in the Philippines in 2024.
Arif Jamali, special staff to the Minister of Elementary and Secondary Education for Learning and Excellent Schools, underscored the alignment of Cha-ching with the government’s goal of promoting financial literacy and inclusion.
“By reaching 1 million students, Cha-Ching demonstrates that financial literacy can be integrated into the curriculum in a fun and relevant way, supporting the Golden Indonesia 2045 vision and preparing young generations to make wise financial decisions from an early age,” Jamali said.
According to Prudential’s website, Cha-ching was designed to teach 7 to 12-year-olds to adopt key financial concepts, such as earning, saving, spending, and donating. In Indonesia alone, the firm stated that it has engaged 20,000 schools and trained more 31,500 educators.
