This research aims to know the positioning strategy applied by Baitul Maal Wa Tamwil with a case study at BMT UMY Head Office. As revealed by Philip Kotler and Kevin Lane Keller that the purpose of positioning is to place the brand in the mind of consumers to maximize the potential benefits of the company. The method’s research used was descriptive qualitative, while the data analysis techniques used were Strengths, Weaknesses, Opportunities and Threats or namely SWOT. By using SWOT analysis was obtained results that show the positioning strategy applied by Baitul Maal wa Tamwil with the case study BMT UMY Head Office is to provide excellent service, not apply late fines, have products that have been adapted to Islamic sharia and provide high enough profit sharing.