"Providing Customized Investment for Money Management"…Samsung Securities Launches Ultra-Personalized Service 'Gulling'

Providing Optimal Investment Proposals Selected from 16,000 Portfolios

[Asia Economy Reporter Lee Seon-ae] Samsung Securities announced on the 19th that it has launched the digital portfolio service 'Gulling,' providing hyper-personalized digital asset management services. When investors input their investment goals, duration, expected returns, and amount, Gulling's robo-algorithm analyzes past trading patterns to offer the most optimized investment proposals from up to 16,000 portfolios tailored to each individual.

With the launch of 'Gulling,' Samsung Securities plans to lead the digital asset management market by expanding and applying the hyper-personalized service model of 'content curation,' commonly used in Over-The-Top (OTT) online video services, into the securities industry as a 'financial asset curation' service.

Meaning 'to roll money,' 'Gulling' not only allows each individual to receive portfolios suited to their preferences but also offers the unique feature of replacing products within the provided portfolio with other products that have similar returns and volatility or adjusting the product weights if the investor is not satisfied with the suggested products.

The portfolios proposed by Gulling are diversified across asset classes such as domestic and international stocks, domestic and international bonds, and global infrastructure, with up to seven products included. Each product also has three alternative products available for substitution, enabling customized design to suit investor preferences. Additionally, Gulling reflects individual characteristics such as past investment patterns, age, asset size, and products preferred by similar investor groups in the portfolio.

Therefore, even with the same goals and expected returns, hyper-personalized portfolios offering different products are provided according to the customer's disposition. Customers who have traded with Samsung Securities for a long time can receive portfolios even more optimized for themselves.

Existing 'portfolio services' mainly recommend the portfolio most suitable for the investor's disposition from a few pre-made portfolios, and when the investor decides to invest in the provided portfolio, they invest exactly according to the asset weights and products suggested by the portfolio.

A Samsung Securities official explained, "Looking at OTT companies that lead with hyper-personalized services, they provide customized products to customers, but the final choice is made by the customer, and this is reflected back into the system, enabling communication between the system and the customer." He added, "Gulling is also a portfolio service, but through communication where investors directly select detailed products, continuous customization is possible."

In fact, a survey conducted by Samsung Securities from August to September last year targeting 1,000 people in their 20s to 50s with digital financial transaction experience showed that 61% of respondents wanted 'to personally decide the final product selection after receiving the portfolio' as the most desired feature of portfolio services. This indicates a preference for an 'advisory-type' portfolio service where investors make specific investment decisions themselves even after receiving a portfolio.

Gulling can provide portfolios based on the customer's desired expected returns ranging from 3% to 8% annually, targeting customers who prefer stable investment products over aggressive stock-centered investments and seek higher returns than market interest rates. The included products are 'funds' and 'ETFs,' limited to a universe of 473 products (as of the end of March 2022) carefully selected by Samsung Securities' portfolio strategy team based on past performance and asset size to enhance reliability.

Before subscribing to the Gulling service, investors can preview the expected profits and losses of the portfolio under future market conditions. In particular, changes in profit amounts by each asset can be checked through simulations, allowing investors to analyze the portfolio from multiple angles and decide whether to proceed with the investment. After investing, the portfolio is closely managed until the goal is achieved. Besides regular performance reports, event-based response strategies are provided via KakaoTalk when issues arise with held products or when market conditions change from the initial design, enabling convenient management.

Also, reflecting the characteristics of the expected main customer base in their 20s to 40s, a visual 'fun element' was added. When setting investment goals, users select icons such as 'car,' 'house,' or 'airplane,' which become completed as the target amount approaches, allowing investors to enjoy the fun and sense of achievement in investing.

Kim Sang-hoon, Executive Director of Digital Marketing at Samsung Securities, said, "Through Gulling, individual investors can receive services comparable to 1:1 customized PB asset management, considering their disposition and environment." He added, "As financial market uncertainty grows recently, interest in portfolio investment is increasing over concentrating on specific products. We will continue to develop various services to open the era of popular portfolio investment."

To use Samsung Securities' Gulling, it is available under the 'Financial Products' and 'Robo Gulling' tabs within the Samsung Securities mobile app 'mPOP.' In addition to the current Gulling service that includes funds and ETFs, Samsung Securities plans to launch a Gulling service utilizing 'stocks' in the future.

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