Targeting the Millennial Segment, BSN Offers Mortgage with Gold Bonus

Jakarta, VIVA – PT Bank Syariah Nasional (Bank BSN) is strengthening its market penetration in housing finance through an innovative bundled KPR and gold product aimed at all consumer segments. This represents the company’s strategy to enhance added value for customers while solidifying its position as the primary family financial partner.

Director of Consumer Banking at Bank BSN, Mochamad Yut Penta, explained that through the integration of KPR and gold, customers can now own a home and a liquid asset simultaneously. BSN’s KPR financing currently not only focuses on property asset ownership but also carries a philosophical value of protecting the soul and descendants in line with the principles of Maqasid Syariah.

“Through the KPR and gold bundling, the narrative we are building is that customers own a home as well as a liquid asset. So, in addition to protecting the soul and descendants, Bank BSN also safeguards family financial security. This aligns with the company’s vision of becoming a primary family financial partner that is blessed and trustworthy,” said Penta during the Symbolic Handover of the KPR Gold Bonus Agreement with ISPI Group at Mutiara Gading City Housing, Bekasi, on Wednesday (6/5).

Penta revealed that this strategy is highly relevant given the current profile of BSN customers, which is dominated by young groups. Based on company data, around 85% of the customer segment consists of millennials aged 25 to 40 years.

“So we are not creating this programme to target a new segment, no. The existing segment is already 85% millennials. This is the age where they start thinking about their future and have relatively better financial literacy. We see this programme as very suitable for them,” Penta added.

The bundling system, he continued, is inclusive for both new and existing customers. For customers who already have a KPR with Bank BSN, they can utilise the independent gold instalment feature as a form of investment diversification.

The performance of the gold instalment feature in the Bale Syariah super app has recorded significant growth. Penta mentioned that the realisation of gold instalments through the booking system has surged nearly 5,000% compared to the previous year.