1. Indonesian middle class numbers continue to increase significantly. According to a study conducted by Insight MarkPlus are 45.7% people of middle class plan for their future, including their future finance. They need easy and quick money management services. Financial planning solutions that are practical and comprehensive become a necessity for the middle class.
2. Middle class consumers do not have enough time to manage their personal finance. Some of them are not able to manage their income and outcome. They are relying on credit card and bad debt. Although they realize that they need advice from the advisor, they do not want to pay the personal finance advisory services. According to Table 1.1, the cost of personal finance advisory relatively expensive (it is compared by daily expenses $2 - $20).
3. Mr. Steven as CEO and techno entrepreneur did not want his new business unit turn into a commodity. He wants the product to be a comprehensive solution for the customer. CV. X needs a business model that is suitable for the new business unit.