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Revolution 4.0 has had a huge impact on changes in the business landscape of the mortgage business as a result of technological changes, changes in peoples lifestyles and changes in global business. Therefore, PT. Pegadaian needs to innovate in marketing to get a new segmentation of the market, millennial customers to strengthen the old market, not eliminate the old customers. So that PT. Pegadaian transforms digital technology by launching new products based on digital finance and changing the image of new companies in the community. The purpose of this research is to analyze marketing innovation strategies that have been carried out by PT. Pegadaian in relation to the transformation of digital technology. The data used in this study are the results of surveys and interviews and supported by secondary data online. The method used in this study is the SWOT analysis approach to the marketing innovation product implementation of PT. Pegadaian. The results of this study show the strength of having a long experience, 118 years. So that there is high trust from old customers. However, there is a weakness, considering that the age of old customers is over 45 years, so changes in segmentation to millennial need to be considered changes in human as users who are able to adapt or need to socialize the development of this product, so as not to eliminate old customers. The opportunities of this company are changes in behaviour towards gold and pawn, the emergence of new opportunities, the increasing use of digital business, the emergence of innovative business models to serve customers, and changes in regulations. Then for the threat there are weaknesses in technology adaptation in customers, the existence of private mortgage, the advancement of banking as competitors and the existence of fintech.