Bursa Malaysia Berhad (“Bursa Malaysia” or the “Exchange”) today launched Shares2U, a securities transfer scheme that enables Participating Organisations (POs) to reward retail investors with eligible Bursa Malaysialisted shares as part of their marketing campaigns. This initiative reflects the industry’s fresh approach to enhance greater retail investor participation in the Malaysian capital market.
Shares2U is designed to drive engagement across a broad range of investor profiles. It encourages new investors to begin their investment journey, motivates existing investors to reactivate dormant accounts, and rewards active investor participation. For brokers, it encourages a digital-enabled approach to customer interaction, enabling dynamic, value-driven campaigns beyond traditional marketing. Through Shares2U, POs can reward investors with selected shares when investors perform specific actions, such as opening a Central Depository System (CDS) account, depositing funds, or executing trades, thereby boosting investor acquisition and retention.
Dato’ Fad’l Mohamed, Chief Executive Officer of Bursa Malaysia, said “The launch of Shares2U aligns with our goal to enhance the inclusivity and participation of retail investors, a key stakeholder to the vibrancy of our capital market. It is an example of our industry responding to evolving investor behaviours and preferences.”
“Today’s investors, particularly younger, digitally-native generations, expect more than just access. They want value, personalisation, and engaging experiences. Shares2U empowers Participating Organisations to meet these expectations while fostering broader retail participation.”
The roll-out of Shares2U follows extensive groundwork across policy, technology, and operations. The Exchange worked closely with the Securities Commission Malaysia (SC) to ensure the initiative is rolled out with appropriate safeguards to ensure robust investor protection. Comprehensive industry consultation was also conducted with the POs to ensure that the framework is operationally feasible and remains relevant to market needs.
To start, seven POs - AmInvestment Bank, CGS International Securities Malaysia, Hong Leong Investment Bank, Kenanga Investment Bank, Malacca Securities, Maybank Investment Bank, and Moomoo Securities Malaysia - will leverage Shares2U in their upcoming marketing campaigns.
The Exchange invites other POs to take up this exciting new initiative as a means to grow their investor base. To find out further about Shares2U, log on to https://www.bursamalaysia.com/trade/our_products_services/central_depository_sys tem/shares2u/overview.
