As part of its digital transformation strategy, Maybank Securities Singapore (MSSG) — a leading brokerage house and the ...
As part of its digital transformation strategy, Maybank Securities Singapore (MSSG) — a leading brokerage house and the investment banking arm of Maybank — recently rolled out an upgraded Maybank Trade SG app. Backed by Maybank, Southeast Asia’s fourth-largest bank by assets, MSSG continues to enhance the digital investing experience for high-net-worth individuals (HNWIs) and affluent investors, through a blend of personalisation, exclusive insights, secure infrastructure for an investor-first experience.
In this interview, Alexander Thorhauge, Head of Retail Business at Maybank Securities Singapore, shares how the enhanced platform delivers a bespoke digital investing experience — and why MSSG remains a trusted partner for discerning investors.
1) What sets the new Maybank Trade SG app apart for affluent and sophisticated investors?
The Maybank Trade SG app is designed for discerning investors who value insights and execution. Our upgraded app combines advanced digital tools with our signature high-touch client-centric approach. Clients benefit from a highly intuitive and customisable interface, real-time insights and direct access to experienced trading representatives for timely execution and expert guidance for a bespoke digital investing experience.
What differentiates us is our ability to deliver institutional-quality proprietary research, seamless trade execution, and secure infrastructure — all within a single platform. Investors can access comprehensive stock information, including analyst-derived target prices, corporate actions, earnings releases, and market-moving news.
This platform is part of our broader digital transformation roadmap – backed by the strength of the Maybank Group. It offers both the sophistication and security that today’s affluent and high net worth investors expect.
2) How does the app deliver personalisation in a way that enhances investment outcomes?
Maybank Trade SG delivers personalisation at every level — from intuitive interface design to actionable insights. Investors can customise dashboards, set personalised alerts for price movements and market news, and enjoy seamless access to key functions through quick links and one-touch navigation. The result is a trading experience that is efficient, responsive, and built around individual investor needs.
The app consolidates key information — including stock news, earnings announcements, flash market calls, and corporate actions — into a single view, enabling investors to make well-informed decisions with greater ease.
Our clients benefit from curated research and dedicated support from trading representative or our client engagement team. For instance, clients focused on ASEAN small- and mid-caps receive timely, thematic research from our Opportunity+ series, helping them identify investment opportunities with confidence.
As we move toward full integration with Maybank’s digital ecosystem, we’ll be able to offer an even more holistic view that enhance both short-term trading and long-term wealth objectives.
3) Maybank Securities is known for its high-touch service. How does the app support this model?
Our philosophy has always been hybrid. The app is designed to complement, not replace, our high-touch service model. Clients retain direct access to their trading representatives (TRs), allowing them to discuss strategies, act on complex trades, and receive timely market views.
This approach is particularly valuable for clients who trade frequently or need nuanced support to navigate complex markets. TRs are equipped with proprietary insights and tools to provide real-time feedback, and the app acts as a secure and efficient channel for execution.
The app delivers timely system alerts for corporate actions, earnings announcements and market news through our Events feature. Clients can also set custom notifications to monitor specific stocks. Where appropriate, our TRs can follow-up with clients to ensure timely support.
This high-touch model is deeply embedded in our culture and recognised across the broader Maybank Group as a key differentiator in client engagement. A reflection of Maybank’s mission of Humanising Financial Services, this is part of our commitment to build trust, deepen engagement and deliver value – complementing innovation with the human touch in an increasing digital-first world.
4) Security is a major concern for affluent investors. How does Maybank Trade SG address this?
Security is foundational to the Maybank Trade SG experience. This includes robust encryption, risk controls, and two-factor authentication (2FA), ensuring clients' data and assets are protected to the highest standards.
Beyond cybersecurity, operational security is equally critical. All client activities — from trades to fund transfers — are governed by stringent internal protocols and oversight. For clients engaging in cross-border transactions, the platform is designed to align with both local and international regulatory requirements, ensuring seamless and compliant execution.
As part of a leading regional banking group, we uphold the highest standards of security— safeguarding client trust and supporting the long-term stability of their investment journey.
5) What kind of proprietary research and insights can users expect from the app?
Research is one of our core differentiators and the Maybank Trade SG app delivers this directly into the hands of investors. Clients gain access to our regional team of seasoned analysts with extensive sector expertise, with over 2000 high quality reports published annually. In Singapore, we cover 80% of STI components and lead the market in small- and mid-cap ESG-rated research.
What sets us apart is how our research is integrated into the overall investment experience. Clients can access sector-specific reports that align with their investment focus and use watchlists and alerts to track relevant opportunities in real time. Thematic reports — such as ASEAN Data Centres and Trade War 2.0 — are timely and designed to help investors identify trends with alpha potential.
Our ESG research adds another layer of value, especially for mid-cap stocks often overlooked by global ESG rating firms. Using our proprietary ESG scoring methodology, where we evaluate ESG Ratings of companies based on quantitative, qualitative and ESG targets, we offer insights that are both differentiated and highly relevant to today’s values-driven investors. Through initiatives like Market Mondays and our high-impact Opportunity+ series, clients benefit from differentiated insights that influence real portfolio returns.
6) How does the app enhance trading efficiency for active investors?
The app’s low-latency design enables quick execution, personalised alerts, and real-time access to key financial indicators — reducing friction in decision-making. Investors can track Top Movers, monitor watch lists and set up customised alerts to stay ahead and respond swiftly to market changes.
This all-in-one platform delivers a smarter, more efficient trading experience — combining digital tools with the expert support of our trading representatives.
Investors can access real-time market data, curated watch lists, customised alerts and integrated financial indicators to gain greater visibility and confidence to manage portfolios more effectively.
7) How has the app been received since launch?
Since the app’s soft launch in late 2024, we have seen an increase in trading volume and client engagement. The app’s development remains continuously guided by the Voice of Customer, ensuring we stay closely aligned with evolving user needs and behaviours. This agile, feedback-driven approach positions us well for future growth as we continue enhancing the platform to deliver even greater value.
By aligning digital tools with actual investor behaviours, we have created a platform that feels intuitive and empowering. It is not just about trading faster — it is about trading and investing with convenience and confidence.
8) What’s next for the Maybank Trade SG platform?
The application will continue to be guided by client feedback. Our development roadmap ahead includes both enhancements to existing features and increased offerings – ranging from additional asset classes, AI-driven personalisation and more.
As regulation, technology and client expectations evolve, we remain committed to staying ahead. We will continue to invest in tools that support both execution and strategy, while ensuring the high-touch model remains intact.
Ultimately, our vision is to deliver a fully connected, insight-rich and client-first experience that transcends traditional trading.
Our ability to complement and enhance the investing experience with financial services that expand beyond investing – leveraging the full spectrum of client solutions across the Maybank Group – will be central to our future growth plans.
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