From tech to trust: How human connection opens the door for small business growth

For 20 years, Lilis ran her snack business without real change. She did not get proper support until she met a mentor through Mastercard Strive. That one conversation sparked a mindset shift that reignited her trust and unlocked new growth.

Small businesses are the backbone of Indonesia’s economy. But too often, they operate without access to the right kind of support. Business development services play a crucial role in helping micro and small enterprises grow — improving efficiency, enabling innovation, and enhancing competitiveness.

The Small Business Barometer Report: Indonesia 2024/25 reveals the impact of support when it’s accessible, as 81% of those who accessed services found them useful. Moreover, over 50% reported increases in revenue after engaging with one or more forms of business support in the past year.

Yet, a stark reality remains: 63% of businesses said they had not accessed any support services in the last 12 months.

Why? Accessibility is the barrier. Many small business owners don’t know what’s out there, especially in rural areas. Others lack the networks or training opportunities to connect with the right people. And above all, trust is often missing. Without a trusted guide, even the best resources feel out of reach.

To close this gap, support needs to be personalized, local, and rooted in human connection — a foundation the Mastercard Strive program is built upon.

The hybrid approach adopted by Mastercard Strive in Indonesia combines tech with touch — using digital platforms to scale support, while keeping human connection at its core. One story from West Bojong, Purwakarta, West Java, reflects how this model works: a single, sincere conversation changed the trajectory of her business.

A story of growth from West Bojong

Lilis started her Simping, a special snack from Purwakarta, business in 2002. She had gone to Saudi Arabia in 2010 and left her business for a while to earn more income, but came back home to care for her daughter who had a heart problem. With her daughter’s recovery, she began focusing more seriously on her business.

Though she accessed information or business tips, they didn’t leave a lasting impression. The knowledge felt distant. The connections were surface-level. The trust just wasn’t there. And without depth or relevance, her business became a routine — one that kept her afloat, but never allowed her to thrive.

Then came Fatimah, a Mastercard Strive mentor who lives in the same village as Lilis, West Bojong. During the Inclusive Financial Ecosystem program, a collaboration between Mastercard Strive and Indonesian Financial Services Authority (OJK), Fatimah received training to become a mentor for small businesses. Then, she started making impact with visiting Lilis at her home, asking if she’d be open to mentorship. At the beginning, Lilis was hesitant. “I thought it would be like the others,” she recalled. “Just information, no real support.”

But this time was different. Through their conversations, Fatimah gained Lilis’ trust and opened a door for her business growth. Lilis was introduced to Micromentor, an online platform to grow her business. With patience and understanding, Fatimah mentored her to learn about Smart Savings, Smart Financing, and Cybersecurity. However, the support did not stop there, Fatimah also supported Lilis until she could open a bank account and secure a loan — something that she had never accessed before.

“[Mastercard] Strive helped me learn many things. Now, I can save and manage my money well. Moreover, I can use the loan to fix my production space. Now, making Simping is easier — it saves time and improves quality.”

With the loan, Lilis renovated her production space, invested in better facilities, and her business began to grow. But she didn’t stop there. Access to Micromentor opened a door for more knowledge and Fatimah is only one text away from providing support through a WhatsApp chat or group. Now, she can explore the online platform — and online world — with more confidence.

Her daughter — now healthy and by her side — is also learning and helping in the business. Together, they’re not just selling more snacks. They’re building a better future for their family.

The Power of Human Connection

We live in an increasingly digital world — but that doesn’t mean the human touch has lost its value. In fact, it matters more than ever.

• Trust starts with people. Face-to-face interactions create lasting relationships that digital platforms alone can’t replicate.
• Bridging the digital divide. Not everyone is digitally fluent — personal connections help bring new users into digital spaces with trust and confidence.
• Responding to real needs. Technology can provide data, but only human insight can understand lived experience.

For entrepreneurs like Lilis, trust is the gateway. When trust is established, the digital world becomes less intimidating — and full of possibility. Even those with little digital experience begin to explore the possibilities, because they have someone walking alongside them.

This is what makes the Mastercard Strive approach effective: combining the scale of technology with the depth of human connection.

Mastercard Strive in Indonesia is on a mission to empower 300,000 small businesses. Through the pillars of Go Digital, Get Capital, and Ecosystem Strengthening, the program brings together multi-stakeholder collaboration, digital tools like MicroMentor, and community-based mentorship to create lasting change.

Lilis’ story is just one — but it’s a powerful reminder that change doesn’t start with big budgets or grand strategies. It often starts with a single question: “How can I help?”

By replicating this approach, empowering more mentors, and building on local trust, Mastercard Strive has the potential to unlock enormous growth — and with it, stronger communities across Indonesia.