Targeting More Customers, Pegadaian Relies on Digital Application as Backbone
Jakarta – PT Pegadaian is accelerating digital transformation amid its vast physical network. The company has more than 4,030 outlets across Indonesia and is now intensifying efforts to strengthen digitalisation as the key to expanding service reach and public financial literacy.
Pegadaian’s Director of Marketing, Sales, and Product Development, Selfie Dewiyanti, stated that the company is not only relying on its physical network but is also strengthening its digital ecosystem through various collaborations, including with banks.
This strategy is aimed at expanding customer acquisition while increasing broader financial education. Selfie noted that the company’s digital platform, Tring!, serves as an important foundation in reaching more users and is positioned to become the backbone.
“If we only rely on outlets, the number is indeed already large, more than 4,030. But with digital, it means we are preparing the backbone for more massive literacy,” said Selfie when met in Jakarta on Sunday, 26 April 2026.
She emphasised the company’s efforts to maximise digital channels for acquiring as many customers as possible. Customer expansion efforts are accompanied by steps for literacy and education to the widest possible public.
Pegadaian’s Director of Information Technology and Digital, Yos Iman Jaya Dappu, added the importance of presenting applications relevant to all generations of users, from Baby Boomers, Millennials, to Gen Z. They realise that users want an easy-to-use gold investment application.
“The most important thing is how to make the application relevant. Relevant means useful and used by all generations. Everyone wants an application that is easy, fast, and comfortable. That is the essence of TRING,” he said.
Furthermore, Pegadaian’s Chief Commissioner, A. M. Putranto, affirmed that the transformation undertaken by the company aims to make Pegadaian’s services increasingly inclusive and accessible to all levels of society, even to international markets. He also invited the public to take advantage of gold investment opportunities as a safe and sustainable financial instrument.
“Therefore, I invite all of society to start investing in gold, both for now and for the future,” he said.
Alongside expansion efforts, Selfie emphasised that gold investment remains the main focus because it is considered relevant as a long-term instrument while also able to support the domestic economy. In addition to as savings, gold also has added value as a productive asset.