HONG KONG – Prudence Foundation, the community investment and philanthropic arm of Prudential plc, together with PT Prudential Life Assurance (Prudential Indonesia) and Prestasi Junior Indonesia (PJI), proudly marks a key achievement as its financial literacy programme Cha-Ching reaches over one million students across Indonesia.
This milestone builds on Cha-Ching’s earlier achievement in 2024, where it reached its first one million students in the Philippines. To date, this flagship early financial literacy program has reached more than 3.5 million children, trained over 90,000 teachers across 16 markets in Asia and Africa.
Financial well-being remains one of the most pressing challenges for vulnerable communities worldwide. According to the World Bank[1], two-thirds of the global population is financially illiterate, and 1.4 billion adults still lack access to basic financial services or protection. Recognizing this urgent need, Prudence Foundation launched Cha-Ching in 2011 to provide affordable, accessible financial education from an early age.
Specific to its launch in Indonesia in 2011, Cha-Ching has engaged 20,000 schools, reached 60 cities and districts, and trained over 31,500 educators. This programme aligns closely with Indonesia’s national development goals, including the Indonesia Emas 2045 (Golden Indonesia 2045), and the Financial Services Authority of Indonesia’s (OJK) GENCARKAN initiative, which is a national financial literacy and inclusion movement with the goal of achieving 98% financial inclusion by 2045.
Cha-Ching is Prudence Foundation’s flagship program under the Financial Literacy and Inclusion pillar, one of two priority pillars of Prudence Foundation. The Cha-Ching program was launched in 2011, designed to empower children aged 7-12 with financial knowledge and skills to promote financial literacy and build a resilient future. This award-winning program achieved recognition across Asia Pacific, clinching awards such as the IABC Gold Quill Award of Merit 2023, the Money Awareness and Inclusion Awards 2022, among many others.
Nicole Ngeow, executive director of Prudence Foundation, “At Prudence Foundation, building resilient communities is at the heart of everything we do. We designed Cha-Ching with the belief that financial literacy is a fundamental life skill for building a prosperous and sustainable future. Since its launch in 2011, the program has expanded to schools in 16 countries across Asia and Africa. We are extremely proud to celebrate Cha-Ching One Million achievement in Indonesia, made possible by the strong support of the Ministry of Education and the dedication of schools and teachers.”
Arif Jamali, S.Pd., M.Pd., Special Staff to the Minister of Elementary and Secondary Education for Learning and Excellent Schools, Ministry of Elementary and Secondary Education, Republic of Indonesia, emphasized, “The government places education as a key pillar in shaping an educated and financially literate society, and Cha-Ching program is a proven example of this. We greatly appreciate the initiative of Prudential Indonesia, Prudence Foundation, together with all partners, as well as all teachers and schools who have dedicated themselves to making this program a success. 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.”
Prudence Foundation remains committed to scaling and evolving Cha-Ching to meet the diverse needs of underserved communities, building on proven successes like those in the Philippines and Indonesia to foster lasting societal change.
