Boosting Financing, BSN Bank Combines Mortgages and Gold Investment
PT Bank Syariah Nasional (Bank BSN) is strengthening its housing finance market penetration through an innovative bundled product of KPR and gold to target various consumer segments. This strategy is aimed at increasing added value for customers while reinforcing the company’s position as the primary family financial partner.
Director of Consumer Banking at Bank BSN, Mochamad Yut Penta, stated that home financing is now viewed not only as property ownership but also as part of long-term family financial management. Through the integration of KPR and gold, customers can own a home as well as a liquid investment asset.
“Through the KPR and gold bundling, the narrative we are building is that customers own a home as well as a liquid asset. So, in addition to protecting the soul and offspring, Bank BSN also safeguards the family’s financial security. This aligns with the company’s vision of becoming the primary family financial partner that is blessed and trustworthy,” said Penta during the Symbolic Handover of KPR Gold Bonus Agreement with ISPI Group at Mutiara Gading City Housing, Bekasi, on Wednesday (6/5/2026).
According to Penta, the programme is relevant to Bank BSN’s customer profile, which is currently dominated by the productive age group. Around 85 per cent of the company’s customers come from the 25 to 40-year-old group.
“The current segment is 85 per cent millennials. This is the age where they start thinking about their future and have relatively better financial literacy. We see this programme as very suitable for them,” said Penta.
He explained that the bundling system is inclusive for both new and existing customers. Existing customers can also utilise the gold instalment feature through the Bale Syariah application as a form of investment diversification.
Bank BSN recorded a nearly 5,000 per cent increase in gold instalment transactions through the booking system in Bale Syariah compared to the previous year. According to Penta, this trend indicates growing public interest in gold as a safe investment instrument.
“Our KPR has a flat margin nature, but gold is very liquid and can be sold at any time when customers need it. We see the gold investment trend rising because it is considered a safe investment instrument at present,” said Penta.
With this strategy, Bank BSN targets becoming the primary bank for customers through strengthening digital services and the housing finance ecosystem.
“Hopefully, customers start with KPR with us, then continue transacting for any needs through Bank BSN. We have provided Bale Syariah and many other facilities to support that,” he said.
On the same occasion, Bank BSN also offered a promotion for non-subsidised housing financing until 30 June 2026. “With a network of 672 outlets across Indonesia, we are optimistic about strengthening our position as a leader in the national housing ecosystem,” said Penta.