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What does the brokerage of the future look like?

Younger traders may have been drawn to online platforms by slick marketing and low costs. But they are staying for the variety and the improved user experience.

Yong Jun Yuan

Yong Jun Yuan

Published Fri, Jul 22, 2022 · 02:00 PM
    • Younger customers want their online brokers to have a wide array of products, such as foreign-listed exchange-traded funds or unit trusts.
    • Younger customers want their online brokers to have a wide array of products, such as foreign-listed exchange-traded funds or unit trusts. ILLUSTRATION: SIMON ANG, BT

    A FREE Tesla share. A cash incentive of S$88. Zero-commission trades for 180 days.

    Amid a roaring bull market in the last 2 years, several retail brokerages have been on an advertising offensive with a mix of low rates and alluring freebies.

    Data analyst Lim Pin Xiu, 25, said she signed up with Up Fintech’s Tiger Brokers in August last year after her friend sent her a referral code. In the process, she received a free Apple share while he gained some referral rewards.

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