Abstract : The cash management industry is becoming significantly intense from both banking and non-banking institutions as they keep innovating and offering advanced solutions to meet and cater to the dynamic business of the customers. This study was conducted to explore the strategic initiatives that can be formulated for PT. Bank Negara Indonesia (BNI) to strengthen its position as a transactional bank through the optimization of its cash management solutions, specifically focusing on BNIDirect. The analysis was carried out by understanding the nature of the competition and assessing the position of BNI in terms of cash management solutions relative to its competitors. The study used a qualitative method based on the interview with the key executive management and the literature review related to marketing and business strategy to uncover valuable insight and best practices that can strengthen the positions of BNI as a transactional bank. The research concludes that by addressing and overcoming the challenges that impacted cash management solutions, BNI can solidify its market position and achieve sustainable growth in the competitive cash management industry.