As human lifespan continues to increase, post-retirement life is no longer a brief period but has become a new life challenge requiring careful management of money, time, and planning.
At the same time, many working-age individuals bear both their own and their family's expectations amid rapidly changing social structures, making traditional financial planning insufficient.
Kiatnakin Phatra Financial Group (KKP) is aggressively targeting the Mass Affluent market with the launch of KKP EDGE, promoting a comprehensive planning concept that moves beyond just "investment" to "life planning," aiming to help Thai people truly achieve their financial goals.
Kulanun Santivo, President of Personal Banking at Kiatnakin Phatra Financial Group, revealed that the world has entered the Longevity era, with people living up to 90-100 years. This trend has transformed lives and requires new ways of thinking about life planning. A key problem most people face is "insufficient funds in later life."
Looking at the social structure, about 40% of workers hold roughly 20% of the nation's deposits and investments. Statistics show only 17.8% reach their financial goals. With declining birth rates and an aging population, this group is seen as "The Burden Bearers"—the crucial pillar of Thai society who must bear responsibilities on all fronts.
This issue partly motivates KKP to aim at guiding financially ready individual clients toward success and financial freedom by leveraging Wealth Management expertise alongside presenting Open Architecture investment products selected from top financial institutions for clients.
Kulanun shared from her experience managing portfolios for High Net Worth and Ultra High Net Worth clients that true wealth is not just about the amount of money but the "freedom of choice" that comes from managing life so it is not constrained by finances.
The seven key principles are as follows.
1. Maintain emergency funds covering at least 6-12 months for financial security.
2. Use insurance as a risk shield—for example, health insurance uses a small amount of money to protect a large sum from medical expenses impacting wealth.
3. Clearly plan life goals before considering investment plans, with personalized financial plans tailored to real life objectives.
4. Use other people's money to build assets, such as incurring debt to acquire assets.
5. Harness the power of compound interest by starting early to make money work for you.
6. Access investment options beyond the general public, including opportunities in global asset classes.
7. Choose expert financial managers to handle money, allowing time to enrich other areas of life.
KKP is ready to share these mindsets and financial management advantages with the Mass Affluent segment through the KKP EDGE service.
Rameth Sasiratpornsai, Head of Product Owner for Digital and Innovation Management at Kiatnakin Phatra Bank, said the launch of KKP EDGE is a comprehensive life and financial planning service that uses clients' goals as a compass to design financial structures and plans.
This is done through four familiar product categories: deposits, insurance, investments, and loans. Having good advisors helps clients avoid missing out on life planning, with continuous care and the ability to track all plans via the KKP BETTER application.
There are two main target customer groups for the service:
Additionally, the investment portfolio platform collaborates with Goldman Sachs Asset Management (GSAM) to adjust portfolios according to market conditions and supports future investment tools such as TISA accounts, which promote long-term savings and investment in Thai assets with tax benefits.
Kulanun added that KKP aims for 20% annual growth in assets under management (AUM) for this segment and expects AUM to reach 250 billion THB within three years.
KKP EDGE's goal is to help "The Burden Bearers" of the Mass Affluent segment move beyond short-term problem-solving to having stable life plans that cover all risks. Clients receive personalized life plans with continuous expert care under standards equal to those for High Net Worth clients, turning life goals into sustainable realities.
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