Rp50,000 Gold Investment: BSI's Strategy to Attract the Younger Generation
Bank Syariah Indonesia (BSI) is promoting the expansion of its retail gold investor base with affordable denominations. This strategy targets the younger generation, which is seen to have significant potential but limited access and investment literacy.
Director of Finance & Strategy at BSI, Ade Cahyo Nugroho, stated that the gold investment approach needs to be simplified to make it easily accessible. This was conveyed by Ade during a public lecture at Universitas Indonesia.
“Young Indonesians must be encouraged to become investment-savvy in sharia principles through easy, safe methods with good prospects, one of which is through gold. To that end, we are continuously expanding our gold banking services by providing increasingly accessible options, so that they can be owned by all segments with low and affordable costs,” he said in a press release on Sunday (12/4/2026).
Cahyo explained that literacy efforts are being conducted directly on campuses and in communities using methods more relevant to young people. One concept introduced is gold investment equivalent to the cost of one cup of coffee to reduce initial investment barriers.
BSI provides gold banking services through the BYOND by BSI app, which allows purchases starting from Rp50,000. Customers can buy, transfer, and print physical gold as needed, with prices following the daily market.
“Gold represents a unique ecosystem at BSI. In addition to being saved as an investment instrument, the gold can also be printed in physical form. If there is an urgent need, the gold can be pawned, and for customers wishing to own gold in larger gram amounts, instalment facilities are available through financing,” he said.
He added that the development of this service aims to broaden gold investment inclusion with small denominations. “We want to expand the gold investment market segment so that more people get to know and start investing in gold easily, even with small amounts starting from Rp50,000. It is hoped that BYOND by BSI can become Indonesia’s largest gold shop available 24 hours and in real-time,” he stated.
BSI records that the gold business has become one of the new growth sources. As of February 2026, the company manages 22.5 tons of gold, with the number of customers increasing by up to 400 percent in one year since the bullion service was launched in February 2025.
Cahyo assesses that this trend indicates growing public interest in gold as a hedging asset as well as a liquid instrument. BSI is also continuing to strengthen sharia financial literacy and inclusion through collaborations with authorities and educational institutions to expand market penetration.