Pegadaian's steps to get closer to customers' hearts

Jakarta - PT Pegadaian, which officially became a bullion bank in 2025, has set a new development focus for 2026, orienting itself towards customer experience-based services to remain relevant for its clients. This aligns with the company’s vision and mission to provide service excellence to the public and Micro, Small, and Medium Enterprises (MSMEs) by focusing on simpler, digital business processes and professional human resources. Regarding customers, data shows that total users for the Gold Savings product nationwide reached 4.85 million customers by the end of 2025. The majority of Gold Savings product users are young people aged 18-27. Based on internal company data, customers in the Gen Z age group (born 1997–2007) recorded annual growth of 116 percent. This figure surpassed the growth of other age groups. Millennials grew by 49 percent, followed by Gen X at 34 percent, and Baby Boomers at 32 percent. Both Gen Z and Millennials desire better service, making a focus on their needs essential. Customer experience-based services can be considered an advanced stage of the foundation the company has built since 2018. During that period, the company provided fast, reliable, and efficient basic services to create customer satisfaction. As stated by PT Pegadaian’s Head of Service Improvement Department, Rivaldi Ligia Priambodo, in Jakarta on Thursday (4/6), the company has undertaken various efforts including modernising outlet facilities, introducing the Tring! application, and educating customers to conduct non-cash transactions. Branch facility modernisation is carried out to create a comfortable, safe environment that supports a deep service experience. The Tring! application was launched to make it easier for customers to transact and access product information and other needs. Pegadaian has also implemented digitalisation through e-forms, so customers visiting branches no longer need to fill out forms manually but can do so via tablet or other digital devices. The company is now entering a phase of building deeper emotional connections with its customers. There are two levels to measure this: services that meet customer needs effectively and efficiently, and services that exceed customer needs and expectations by providing a positive emotional experience. Several Pegadaian branches are already equipped with facilities such as ramps to facilitate movement, which can be used by wheelchair users and the elderly. In addition, hybrid branch offices have been introduced that combine face-to-face service with digital integration. These hybrid branches are located in Medan, Padang, Jambi, Samarinda, North Manado, Makassar, Denpasar, Salemba, Kebayoran Baru, Semarang, and Surabaya. Responding to the increasing public demand for fast and practical access to physical gold, gold ATM outlets have also been introduced. These ATMs allow customers to withdraw physical gold directly through a special machine. Customers can print gold into bars at the ATM via the Tring application with the following mechanism: open the Tring app and select the ‘ambil fisik’ menu, then choose the gold account and the physical withdrawal method at a nearby gold ATM. Afterwards, adjust the weight of the gold to be printed, review the fees, and print the gold. ‘Customers who have accumulated a lot of gold savings and then want to print their gold mostly use the gold ATM. Most of their profiles are in the 35-45 age range,’ said Rivaldi. Several public figures are known to have printed gold at the ATM, such as celebrity and President’s Special Envoy for Youth Development and Arts Workers, Raffi Ahmad, and model and wife of East Java Deputy Governor Emil Dardak, Arumi Bachsin. Currently, Pegadaian has two physical gold ATMs at its head office in Central Jakarta and at the BRI Kelapa Gading branch in North Jakarta. Going forward, Pegadaian is targeting the gradual provision of gold ATMs across various regions in Indonesia, with additional outlets planned for this year. However, the plan is still in preparation, so the number and locations cannot yet be disclosed. According to PT Pegadaian’s Head of Corporate Communications, Riana Rifani, several factors are being considered for adding gold ATM outlets, one of which is security. Pegadaian’s total gold under management as of April 2026 reached 145 tonnes, of which more than 20 tonnes are gold savings, with a valuation exceeding Rp51 trillion. PT Pegadaian, established on 1 April 1901, has transformed into an inclusive financial institution providing a variety of financial products and services. In addition to bullion bank services, Pegadaian offers various investment products such as gold savings, gold instalments, and gold arisan, as well as financing products including Hajj and Umrah financing, micro credit, vehicle loans, and Sharia-compliant People’s Business Credit (KUR). All Pegadaian products and services can be accessed through outlets, Pegadaian agents, and the Tring! by Pegadaian application, which is designed with a focus on developing the gold ecosystem and digital transformation to provide ease, speed, and convenience in financial transactions for the public. As a social financing institution, Pegadaian is also committed to empowering communities through inclusive financial services, creating a positive impact for communities, and improving welfare broadly. In line with its commitment to ‘Melayani Sepenuh Hati’ (Serving Wholeheartedly), the customer experience-based service is expected to truly keep the company relevant for its customers.