PT Pegadaian Remains Consistent in Delivering Leading Services to the Public

PT Pegadaim has not only successfully maintained its existence across generations but has also continued to transform to meet modern demands. Once identified solely with traditional pawning services, Pegadaian has evolved into a much broader and digitised financial solutions provider, including leading the market in the gold investment ecosystem and national bullion services.

This expansion of the business portfolio has become the primary driver for the company’s significant financial performance growth. To date, Pegadaian’s business scale continues to expand massively, serving more than 19 million customers across the country. This growth in the customer base is fully supported by a reliable physical infrastructure consisting of over 4,000 operational outlets in Indonesia.

“We express our deepest gratitude to Pegadaian’s 19 million customers. Thanks to such immense trust, Pegadaian has managed to record extraordinary achievements in 2025,” said Shinta Kusumastuti, Head of the Outlet and Priority Services Department at PT Pegadaian. She also emphasised that customer loyalty is the main pillar behind the company’s brilliant performance throughout the past year.

The company’s net profit grew significantly by 40 per cent, reaching approximately Rp 8.3 trillion. “Furthermore, Pegadaian has also firmly maintained its national pawn market share at around 80 per cent,” said Shinta.

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. Pegadaian is also adept at identifying 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) and Gold Installments (Cicil Emas), as well as expansion into bullion services—the first of its kind in Indonesia to be officially licensed by the Financial Services Authority (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 Pegadaian 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.

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).