[High Kick Han Stock Market] Increase in Non-face-to-face Account Openings... Marketing Focus Shifts Online

Surge in Non-Face-to-Face Account Openings... Active Participation from 4050 Generation
Brokerage Firms Strengthen Online Marketing via YouTube
"Focusing on Content to Attract Customers Directly Rather Than Emphasizing Brand"

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[Asia Economy Reporter Minwoo Lee] Since the outbreak of the novel coronavirus infection (COVID-19), the number of new non-face-to-face securities accounts opened at securities firms has been rapidly increasing. In response, securities firms are focusing their marketing strategies more on online channels than offline, while intensifying their marketing efforts, leading to fierce competition among securities firms to attract customers.

According to the securities industry on the 19th, Mirae Asset Daewoo recently surpassed 15 trillion won in assets held by 'direct customers' who trade non-face-to-face. This is an increase of about 4 trillion won compared to the beginning of the year. Domestic stock assets increased by 3 trillion won, and overseas stocks, pension assets, and financial product assets also increased by 1 trillion won each. In the case of Shinhan Financial Investment, the number of new non-face-to-face accounts opened in the first quarter of this year surged, more than tripling compared to the same period last year. This appears to be due to the combined effects of 'social distancing' measures due to COVID-19 and an unprecedented stock investment boom.

It was found that middle-aged groups account for a significant portion of this non-face-to-face new inflow. According to a market analysis of securities applications from March to May using the proprietary data analysis solution 'Mobile Index' by mobile big data platform company IGAWorks, the number of new securities app installations increased 26 times compared to last year. In particular, the influx of women in their 40s and 50s was most prominent, accounting for 24.9% of the total new users, the largest share. This was followed by men in their 20s and 30s (24.7%), men in their 40s and 50s (22.7%), and women in their 20s and 30s (20.7%).

Securities firms are also quickly implementing customer attraction measures suited to the non-face-to-face (untact) era. Shinhan Financial Investment has decided to waive domestic stock brokerage commissions for customers who open non-face-to-face comprehensive asset management accounts (CMA) online. Until the 30th, they are also holding an event where up to 3 million won worth of gold bars will be given away by lottery. Korea Investment & Securities is conducting an event for the first 100 customers who open non-face-to-face CMA accounts, allowing them to subscribe to a first-issued promissory note (91-day term) with an annual yield of 3%. Hi Investment & Securities will offer a 2.49% annual interest rate on credit and stock-secured loans for one year after account opening to new non-face-to-face customers until the 30th.

Content promotion through YouTube channels is also heating up. Kiwoom Securities, which has the largest number of individual customers, has surpassed 65,000 subscribers on its YouTube channel, ranking first among securities firms. Hana Financial Investment conducts online seminars where research center analysts explain reports directly through its YouTube channel, and since March last year, it has been live broadcasting research center meetings every morning at 7:30 a.m. Mirae Asset Daewoo has also been focusing on online promotion by conducting real-time seminars through its official YouTube channel recently.

An industry insider explained, "Previously, companies focused simply on raising brand awareness by promoting their brand, but now each company is competitively adopting methods that encourage investors to take direct interest and seek out content rather than blindly pushing their brand."

This content was produced with the assistance of AI translation services.