Pegadaian Consistently Delivers Leading Services, Here is the Proof!
Jakarta, CNBC Indonesia - PT Pegadaelyan continues to reinforce its commitment as an adaptive and trusted financial institution in Indonesia. After more than 125 years of providing various financial services to the public, Pegadaian has not only successfully maintained its existence across generations but has also successfully transformed to meet modern demands.
This transformation has yielded impressive results. Once identified solely with traditional pawning services, Pegadaian has evolved into a much broader and digitised provider of financial solutions, including leading the market in the gold investment ecosystem and national bullion services. Ultimately, this expansion of the business portfolio has become the driving force behind the significant growth in the company’s financial performance. Furthermore, the scale of Pegadaian’s business continues to expand massively, serving more than 19 million customers spread throughout the country.
Moreover, the growth of the customer base is fully supported by the reliability of physical infrastructure, consisting of more than 4,000 operational outlets across Indonesia. Great appreciation for this achievement was expressed directly by the Head of the Outlet and Priority Services Department of PT Pegadaian, Shinta Kusumastuti. She emphasised that customer loyalty is the main pillar behind the company’s brilliant performance throughout the past year.
“We express our deepest gratitude to Pegadaian’s 19 million customers. Thanks to such immense trust, Pegadaian managed to record extraordinary achievements in 2025. The company’s net profit grew significantly by 40%, reaching approximately Rp 8.3 trillion. Not only that, Pegadaian also firmly maintained its national pawn market share at around 80%,” Shinta stated in her remarks on Monday (8/6/2026).
Amidst intense competition in the financial services industry and digital disruption, Pegadaian remains relevant and grows sustainably through various service strategies. This includes transforming through Customer Experience-Based Services, where the company consistently raises service quality standards across all touchpoints. This commitment to excellent service is applied uniformly, both through direct interaction at the outlet network and through the convenience of digital channels.
Additionally, Pegadaion has astutely identified shifts in the public’s financial needs. The organisation’s flexibility is demonstrated through the development of modern investment product lines such as Gold Savings (Tabungan Emas), Gold Installments (Cicil Emas), and expansion into bullion services—the first of its kind in Indonesia to be officially licensed by the OJK.
In transforming its internal culture by applying the ‘Think Like a Customer’ principle, Pegadaian is accelerating performance through work culture reform and internalisation. Every employee is encouraged to shift from a traditional ‘customer think’ mindset to ‘think like a customer’. Through this paradigm, employees do not merely think about customers, but are trained to empathise fully and understand financial needs directly from the customer’s perspective.
Moving forward, PT Pegadaian is committed to maintaining leading service quality standards. By integrating the values of sincere service (high touch) with digital technological innovation (high tech), Pegadaian is optimistic about its ability to continue supporting the economic welfare of the community while succeeding in its long-term mission to ‘MengEMASkan Indonesia’ (to gold-ify Indonesia).