JSC Click

Crowned the winner in the Best digital/technology initiative in HR/L&D category for its innovative, gamified benefits platform Click Choyхona, Uzbekistan’s fintech leader JSC Click also impressed the PMA judges with its creation of two systemic digital ecosystems that bridge the gap between the company’s technological scale and employees’ desire for social purpose.

After the HR team observed spontaneous, uncoordinated charitable acts by employees but a lack of transparent infrastructure in Uzbekistan, Inson Uchun, “the nation’s first transparent, fee-free charity platform” and Yashil Meros, a “gamified eco initiative born from a bottom-up employee suggestion” were integrated into JSC Click’s core business systems and culture. 

From the beginning, employees were positioned as the project managers building the social products. A permanent volunteer community of more than 150 activists was established, securing board-level buy-in, and ESG became a mandatory part of ‘life at Click’. Today, 100 per cent of new hires are introduced to the company’s ESG mission during their first day of onboarding, ensuring that purpose is embedded from day one. Furthermore, to ensure transparency, the team facilitated a strategic partnership with the National Agency for Social Protection to ensure all charity cases were verified. This directly addressed the barrier of skepticism and built a “trust based” internal culture.

Since launching the programme, employee engagement has risen from 86 to 89 per cent, it has raised more than 20 billion UZS and helped 540 children through Inson Uchun, with more than 700,000 active donors, and 7,910 trees have been planted through Yashil Meros, a project so successful it received official recognition and support from the president of Uzbekistan.

Ultimately, the company believes the success of the initiative is proven by its shift from a ‘project’ to a national digital service, “demonstrating that, when HR leads with purpose, the business achieves both cultural excellence and national-scale impact”.

The “impressive, well-executed and innovative” initiative transformed ESG from a marketing slogan into a core retention and engagement tool. “Click delivered this initiative using a ‘product-led culture’ framework, treating ESG projects with the same rigour as our commercial fintech services,” the company said. “We moved from ‘chequebook philanthropy’ to a sustainable model where our digital solutions simplify life for millions, while simultaneously fulfilling our employees’ professional and personal values.”