In the quiet city of Manado, North Sulawesi, Indonesia, a story of strength, entrepreneurship, and inclusivity is quietly unfolding. Novita Lidya Kumayas, a visually impaired single mother, has transformed her circumstances through resilience and training, becoming not just a successful entrepreneur but a catalyst for community empowerment. Her journey is one of many made possible by the Maybank R.I.S.E. programme, which empowers marginalised communities—including Persons with Disabilities (PWDs) and their caregivers—across ASEAN through practical financial literacy training and inclusive entrepreneurship development.

Before R.I.S.E.: A Life of Limitations

Novita lost her sight to a severe fever during childhood. As a mother of two and later a divorcee, she moved back in with her parents and young sister, both of whom she also supports. Her daily life was spent balancing household responsibilities, caregiving, and running a small massage business.

Though skilled in massage therapy, Novita struggled with growing her customer base. Her inability to access or leverage digital tools and marketing strategies left her business stagnant. All her income went towards immediate daily needs, with little left for business development, savings, or long-term financial planning.

She lacked visibility—both literally and in her business.

Breaking Barriers with Maybank R.I.S.E.

Everything began to shift in January 2023, when Novita joined the Maybank R.I.S.E. Programme, a social impact programme driven by @MaybankFoundation, aimed at providing tangible support to Persons with Disabilities (PWDs), caregivers, and other marginalised communities. Implemented on the ground by People Systems Consultancy (PSC), R.I.S.E. helps participants build sustainable small businesses through inclusive entrepreneurship models and financial literacy training.

For Novita, the training was transformative.

New Tools, New Reach: Marketing with Purpose

One of Novita’s biggest breakthroughs came from the Sales Strategy Module. Through this, she learned how to use platforms like Facebook, WhatsApp, and Google Maps to promote her massage clinic. From complete unfamiliarity with digital marketing, Novita became confident in actively engaging with potential clients online. She registered her business, boosted its discoverability, and built a more professional image.

The impact was immediate: more customers began seeking her out, and word of her services spread more widely.

Customer Understanding That Delivers Loyalty

Novita also implemented strategies from the Customer Value Proposition (CVP) module. She discovered that simple improvements to customer experience could yield loyal, returning clients.

She began offering complimentary drinks and personalised engagement, such as private follow-ups via messaging apps. These small changes made her customers feel valued and recognised—an important aspect of service in the wellness industry. Her reputation grew through positive word-of-mouth, both online and offline.

Financial Literacy for Sustainable Growth

Perhaps the most empowering aspect of the programme for Novita was learning to manage her finances through the Financial Management Module. Before, she used her income entirely for daily survival. After R.I.S.E., she began tracking her income, separating personal and business expenses, and allocating savings.

She understood for the first time how financial planning could not only support her immediate needs but also lay the foundation for a better future—not just for herself, but for her entire family.

Tangible Impact: From Survival to Community Builder

Thanks to her new skills and focus, Novita’s income grew by 150%, rising from Rp6,000,000 (USD 367.25) to Rp15,000,000 (USD 918.13) as of October 2024.

This new income allowed her to:

  • Provide her ageing parents with nutritious food and medicine.
  • Support her younger sister, who is still unable to support herself.
  • Reinvest into her business and open a new massage clinic branch.
  • Hire five other visually impaired individuals, creating jobs and fostering inclusivity.

Her journey now mirrors the core outcomes that Maybank Foundation and the R.I.S.E. programme strive to achieve: entrepreneurial resilience, financial empowerment, community upliftment, and regional impact.

Creating Inclusive ESG Strategies Through Entrepreneurship

Novita’s transformation is not just a personal victory—it’s a blueprint for how inclusive entrepreneurship, when supported through the right systems, can contribute to sustainable development. Corporates seeking to align with ESG (Environmental, Social, and Governance) strategies increasingly recognise the power of social impact programmes like Maybank R.I.S.E.

Through partnerships like this, the “S” in ESG is brought to life: empowering marginalised communities, building financial inclusion, and creating ripple effects of opportunity. Novita’s new branch doesn’t just serve customers—it gives dignity, income, and purpose to others who are often excluded from the workforce.

More Than a Statistic

A 150% income increase is impressive. But what matters more is the human story behind it: a visually impaired woman in North Sulawesi who, once unsure how to survive, is now a job creator and role model. She is not just managing a business—she’s building a legacy of inclusive success.

Learn More & Get Involved

The Maybank R.I.S.E. programme, powered by Maybank Foundation and supported by implementation partners like People Systems Consultancy (PSC), is creating real, measurable change for communities across ASEAN.

If you’re a corporate or organisation looking to integrate inclusive social impact into your ESG strategies, PSC can help you replicate the success of the Maybank R.I.S.E. model and deliver sustainable impact.

🔗 Learn more about Maybank Foundation’s R.I.S.E. Programme: https://www.maybankfoundation.com/index.php/our-impact/rise/rise-overview

🔗 Discover how PSC empowers communities—and how we can help you build meaningful social impact programmes: https://peoplesystemsconsultancy.com/