BTN Transformation: From Lifestyle Ecosystem Towards Housing Access

Jakarta – Banking transformation no longer merely involves discussing service digitalisation. For PT Bank Tabungan Negara (Persero) Tbk (BTN), change touches upon new ways of reaching communities by entering everyday activity spaces, reading lifestyle shifts, and then connecting them with access to finance and housing financing.

In many corners of cities, coffee shops are growing rapidly. In South Tangerang, from Alam Sutera, Gading Serpong, to BSD, shop houses are filled with coffee shops. On a single street, three to four establishments stand side by side. Busy during the day, they remain active at night.

This phenomenon is not merely a trend in meeting spaces. There is a shift in lifestyle and transaction patterns. BTN is taking this shift seriously.

Wahyu Budi Nugroho, a sociologist from Udayana University, believes the growth of coffee shops is not simply a business development. The phenomenon, according to him, has potential to create a new culture in society.

“Of course it creates a new culture, namely café culture. There has already been much research on this,” said Wahyu.

The phenomenon is also felt in the daily lives of young workers. Yoga (32 years old), an employee from Bekasi, admitted working from a coffee shop at least three times a week.

“When I’m at home, sometimes I lack focus. In a café, the atmosphere is more lively, the internet is stable, and I can meet friends or clients at the same time,” he said.

Nadia (30) shared similar sentiments. She chose to complete her work at a modern coffee shop because she finds it more comfortable and practical.

“Now everything is cashless. Paying with QRIS is faster and less troublesome. So it’s really better to work here,” she said.

For many young people, coffee shops are no longer simply a stopover but a productive space integrated into their daily lives. This social change is read as both an opportunity and challenge by BTN.

BTN Chief Executive Officer Nixon LP Napitupulu revealed the company’s reasons for beginning to explore the coffee ecosystem. The reason is straightforward – the market is large and the local industry is strengthening. The value chain is also lengthy, from farmers to baristas.

“It’s a big market in Indonesia. Commercially it’s good. The local industry is strong, has export potential, and employs many people,” he said in response to Republika’s question following the launch of ICX at Common Grounds, Menteng, Jakarta, on Thursday (26 February 2026) afternoon.

For BTN, Nixon continued, coffee today is no longer merely a beverage. It has become part of a lifestyle, a place where people work, meet, and even plan business ventures. “There is a shift from mere consumption to experience,” said Nixon.