OVO Brand Guidelines: Lippo’s Points Wallet That Became Part of Grab

A payment balance and a points scheme in one app.

OVO is an Indonesian payment and loyalty app operated by PT Visionet Internasional, the company named in the copyright line of its website. It was founded, built and developed by the Lippo Group, the Indonesian conglomerate, and the app was introduced in early 2017, detikFinance reported in November 2019. The same report described OVO as designed on an open-platform principle, which let it reach business units outside Lippo, its parent group at the time.

From the start the app combined two ideas. The first is a balance for paying, which the company calls OVO Cash. The second is a loyalty scheme, OVO Points, collected when users pay at partner merchants and spent again at those merchants, according to OVO’s own “About Us” page. That page describes OVO as a “smart” app that gives users easy transactions and a larger chance to collect points in many places.

Discounts and cashback drove the early years. detikFinance described large OVO posters at the front of shopping centres, shops and merchants, offering discounts and cashback, and reported that OVO had run promotional discounts since 2017. In the same November 2019 article it said the app had reached the top of the free finance category on the Play Store, with more than ten million downloads at that time.

Lippo then changed its role. On 29 November 2019 detikFinance reported that Mochtar Riady, the founder and chairman of the Lippo Group, said the group had sold part of its OVO holding and now kept about 30 per cent, roughly one third. He gave the cost of funding the free services, discounts and cashback as the reason. Lippo did not leave entirely: it stayed on as a minority shareholder in the company it had started.

Payments, points, priority and a partner bank.

OVO’s website puts its offer into its page title: “Join the rOVOlution in Payment, Points & Priority!” — a play that sets the brand name inside the word “revolution.” The site sorts users into two membership tiers, OVO Club and OVO Premier, with Premier carrying higher balance limits and free transfers, according to the company. Merchants where points can be collected are marked as an OVO Zone, and the site lists partner reward schemes run with Matahari and with hicard.

Much of the copy is written in everyday Indonesian. A current promotion reads “Ada QRIS, ada OVO, ada promo!” — roughly, “Where there is QRIS, there is OVO, and there is a promo” — a reference to QRIS, Indonesia’s national QR code standard for payments. Editorial sections on the site are grouped under labels such as OVO Finance, OVO Holiday and OVO Entertainment, alongside pages on top-ups, merchant sign-up and a campaign called Gebuk Judol.

Savings arrived through a bank partner. On 7 May 2025, at Gandaria City in Jakarta, PT Visionet Internasional and the digital lender Superbank launched OVO Nabung by Superbank, a product they called a “rek-wallet,” joining the Indonesian word for a bank account, rekening, with e-wallet, JPNN reported. Users upgrade from OVO Premier to open the account inside the OVO app.

Grab said in a press release dated 25 June 2026 that OVO Nabung by Superbank had more than 2.3 million users as of early May 2026, and that within Grab’s own services it was used most often on GrabBike, GrabCar and GrabFood. The same release introduced a campaign called “Tau-Tau Untung,” built around everyday rewards. By June 2026 Grab held more than half of Superbank, Merdeka reported.

The wallet also reaches public transport. On 30 October 2026 OVO signed an agreement with East Java’s provincial transport agency and the technology firm PT Nusantara Global Inovasi to become a payment option in Transjatim AJAIB, the booking app for the Trans Jatim buses, Radar Malang reported. President director Karaniya Dharmasaputra signed for OVO.

Wallets, QR codes and local names.

Asian e-wallets and payment apps tend to present themselves first through a small square: the app icon. Bright blues, greens, pinks, purples and oranges are common choices, often with a single letter or a short word set in a rounded sans, because the icon has to be found quickly on a crowded phone screen and read at the size of a fingertip. The same colour usually carries through to buttons, cards and the bar at the top of the home screen.

The QR code is the other recurring image. Many wallets grew up around scanning a printed code at a shop counter, and national standards such as QRIS in Indonesia and QR Ph in the Philippines mean one code can often be read by several apps. Marketing pages show phones held over codes, stickers on stall fronts and receipts on screen, so the payment itself becomes part of the identity.

Names and taglines often lean on the local language and on everyday speech. Product families frequently share a prefix or a letter, so that savings, credit, insurance and investment features read as parts of one app. Promotions bring their own visual layer: cashback badges, countdown timers, vouchers and, for some brands, mascots or illustrated characters that soften a financial product.

Behind the consumer screens sit two other audiences. Websites usually divide into pages on transfers, bills, mobile top-ups, micro-loans and pay-later credit for users, and pages on QR acceptance, payouts and point-of-sale tools for merchants. A third layer of newsroom, regulatory and investor pages has grown as several of these companies have joined stock exchanges, and those pages tend to use a quieter version of the same palette.

From Lippo to Grab.

The next owner was the ride-hailing platform Grab. In October 2021 Grab moved to raise its stake in OVO to 90 per cent, detikFinance reported on 5 October 2021; at that time the step still awaited approval from regulators. OVO’s management said it welcomed Grab’s larger commitment and was coordinating closely with the regulator to complete the process.

By June 2024 OVO was described as part of Grab. When Superbank opened its accounts inside the Grab app that month, its business director said OVO was part of Grab and would continue to exist alongside the bank, with the two services working together rather than competing, Merdeka reported on 19 June 2024. In May 2025 the two companies launched the rek-wallet described above.

The name itself is three capital letters that read the same forwards and backwards, and the company leans on it in wordplay such as “rOVOlution.” The vocabulary built around it — OVO Cash, OVO Points, OVO Club, OVO Premier, OVO Zone — keeps the short name at the front of every product.

For a design guide, OVO shows how a wallet can be built around points and partner merchants, then carried into a larger platform while keeping its own name and vocabulary. Compare Grab, the platform OVO now sits within, DANA and GoPay, two other Indonesian wallets. For this guide we use a deep violet, a dark plum and a coin gold with a rounded sans, an unofficial interpretation; no product or logo is reproduced.

Keep OVO’s identity on hand — save it to a board in the Made Good inspiration library.