Jakarta, November 5, 2025 – PT Bank Tabungan Negara (Persero) Tbk (BTN) has officially launched BTN Private, an exclusive service aimed at ultra-wealthy clients with assets exceeding Rp15 billion. This marks the next level beyond the BTN Prioritas segment.
At the Grand Launching of BTN Private in Jakarta, attended by around 100 BTN Private clients, President Director Nixon LP Napitupulu stated that the innovation aligns with BTN's “Beyond Mortgage” strategy, positioning the bank as more than just a housing loan (KPR) provider.
“That is why tonight's theme is ‘The Symphony of Private Banking: Harmony in Legacy & Lifestyle.' BTN wants to be part of that harmony—accompanying you in every phase of life, whether personal, family, or business,” said Nixon.
Nixon explained that BTN Private is designed for individuals with a long-term vision—not only in building wealth, but also in preserving its value, expanding its impact, and passing it on to future generations.
“BTN Private is designed for those who think far ahead—not only to build wealth, but also to maintain its value, expand its impact, and pass it on,” he said.
Before the introduction of BTN Private, BTN segmented its retail customers into four categories: Mass Segment (acquired through Bale by BTN), BTN Prima (upper mass segment with balances of Rp10 million to Rp100 million), BTN Prospera (emerging affluent segment with balances of Rp100 million to Rp500 million), and BTN Prioritas (top segment with assets ranging from Rp500 million to Rp15 billion).
Nixon revealed that BTN continues to record positive growth in funds under management (FUM) within the BTN Prioritas segment. As of the end of September 2025, BTN's FUM reached Rp54.3 trillion, growing 11.3% year-on-year from Rp48.8 trillion in the same period last year.
Moreover, the average funds per BTN Prioritas customer consistently exceed the Rp15 billion benchmark. Internal data shows that around 450 customers have funds ranging from Rp15 billion to Rp100 billion, with total FUM reaching Rp21 trillion.
Seeing this trend, BTN identified the need to provide a dedicated service for clients beyond BTN Prioritas, commonly referred to as High-Net-Worth Individuals (HNWI) and Ultra-High-Net-Worth Individuals (UHNWI).
Nixon added that BTN Private is built around the keyword “experience”—a premium service offering that is personal, modern, and meaningful. This is reflected in various exclusive benefits and privileges, along with dedicated Private Banking Relationship Managers for each client.
In addition to receiving a Visa Infinite Debit Card, BTN Private clients can enjoy benefits such as cashback of up to Rp37.5 million for new fund placements, complimentary stays at five-star hotels for new clients, Rp5 million cashback for debit transactions within the first three months, and premium concierge services including private jet reservations, wellness trips, and medical evacuation.
BTN Private also offers exclusive outlets and lounges located at Menara 2 BTN Kuningan, Pondok Indah, and Surabaya.
“All of this is designed so that BTN Private clients can enjoy services that are not only exclusive, but also effortless and sophisticated. BTN Private is not just about financial products, but also about lifestyle and values. We believe every successful journey needs a partner who understands its rhythm, like harmony in a symphony,” Nixon said.
In terms of branding, BTN Private uses black for the BTN font and dusty grey for the graphics and the word “private,” reflecting reliability, intelligence, and the capability to meet clients' exclusive needs.
Through BTN Private, clients can connect to BTN's extensive ecosystem, offering a wide range of products and services across housing and non-housing sectors, lifestyle, and investments such as bonds, mutual funds, insurance, and foreign exchange.
“We hope BTN Private will become a new benchmark for premium services in Indonesia—one that is not only elegant, but also warm, personal, and meaningful,” Nixon concluded.
