Currently, Thai people are increasingly interested in investing. However, compared to many countries and the global average, most Thais still primarily manage money through deposits, which account for 57% of financial assets.
Meanwhile, investment assets make up only 23%, below the global average of 45% and the US at 59%, reflecting an opportunity to transition from saving to investing to enhance long-term growth potential.
At the same time, the profile of Thai investors is shifting towards younger generations, especially the mass affluent group with assets under management (AUM) of 1-5 million baht. This group consists of high-potential working-age individuals, digitally savvy, aged around 30-45, who prioritize diversifying investments across assets and global markets, adding variety alongside traditional assets, with flexible portfolios adaptable to new opportunities.
Kanokwan Petchpisitcho, Head of Transaction Banking Products and Wealth Management Group at ttb, said that due to changing customer behaviors and needs, ttb aims to make wealth management accessible to all customer segments, not just the wealth group.
This led to the launch of “My Wealth,” a feature on the ttb touch application as a new form of Digital Wealth Advisory designed to help customers comprehensively plan and manage investment portfolios.
It focuses on solving problems for the mass affluent segment, a high-potential group with family or work responsibilities who lack time to closely monitor volatile markets, enabling convenient investment access through a customer journey simplified from 18 screens to just 3, allowing asset purchase orders to adjust portfolios according to Investment Office recommendations within 4-6 clicks.
Narith Araksakulwong, Head of Strategy and Digital at ttb, said ttb recognizes that many Thais do not fully realize their wealth management potential, investing less than they should, lacking sufficient information and advice, and lacking broad access to wealth management services.
To close these gaps, My Wealth was designed under the Customer-centric Design concept, starting from customers’ financial goals to elevate the platform from an 'investment platform'—previously just a 'buy-sell channel'—to a 'wealth planning and management assistant' that helps customers see a comprehensive view and systematically manage investments.
Customers can view an overview of all assets held with the bank, including deposits in baht and foreign currencies, mutual funds, and US stocks and ETFs, alongside functions that help set personal investment goals, turning life goals into actionable investment plans, presenting recommended portfolios, automatic investment allocation for those who prefer not to manage portfolios themselves, and advice on portfolio adjustments as market directions change.
A key function of My Wealth is the partnership with Webull, providing ttb customers the opportunity to invest in US stocks and ETFs directly through the ttb touch app. Beyond expanding diverse investment options, customers enjoy convenient all-in-one management without handling multiple platforms, including special currency exchange rates for Superior status customers and above, interest on FCD e-Saving accounts, and future additional benefits. Importantly, customers can invest confidently, transferring funds in and out seamlessly via ttb, maintaining security standards equivalent to the bank’s Mobile Banking.
ttb customers with Superior, Reserve Gold, Reserve Platinum, and Reserve Diamond status receive special USD currency exchange rates and preferential interest rates up to 3.65% per year for those opening or holding FCD e-Saving accounts linked to a Webull account.
Additionally, customers who open a Webull account via the ttb touch app and invest at least 10,000 baht per transaction in US stocks or ETFs will receive shares from the Magnificent Seven group valued at 400 baht.
. Chonladej Khemaratana, CEO of Webull Securities (Thailand) Co., Ltd., said that Thai investors are increasingly interested in global investing, especially diversifying portfolios internationally and accessing leading global companies in technology and innovation sectors.
The US market remains one of the key markets attracting global investors. Access to comprehensive information and investment tools plays a crucial role in helping investors analyze opportunities and make effective investment decisions in international markets.
Regarding future direction, Narith said the bank is developing a Generative AI Wealth Advisor to help close gaps in financial advice, aiming to transform service for the mass affluent segment, which numbers several hundred thousand clients managing assets worth several hundred billion baht.
This will involve using a Conversational AI Agent system to analyze market conditions, transaction data, and provide close financial advice almost comparable to that of a Relationship Manager (RM) serving high-net-worth clients.
From an investment perspective amid volatile economic conditions, both ttb and Webull executives agree that the key to sustainable wealth creation is diversification across asset types and countries, opening opportunities for Thais to become Global Investors, accessing growth and innovation in major global markets like the US and China.
Through diverse tools such as individual stocks, ETFs (covering equities, bonds, commodities, including Crypto ETFs planned for the future), as well as mutual funds like Ultimate Global, ensuring portfolios can endure stably in all market conditions.
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