The Role of Digitalization in Strengthening Investment Access for the Young Generation
Through BRIGHTS, BRI Danareksa Sekuritas (BRIDS) won the 2024 Digital Marketing Champions award for its commitment to supporting the growth of young investors
Jakarta, December 4, 2024 - Digitalization has changed the way the younger generation interacts with the world of investment, with social media and applications being the main sources. The latest data from the Indonesian Central Securities Depository shows that almost 80% of Indonesian capital market investors come from Millennials and Gen Z, reflecting the great potential of this segment. This information is supported by information data from the Indonesia Stock Exchange with the achievements of the Indonesian capital market continuing to show significant growth. Throughout 2024 until August 9, the average daily transaction value (RNTH) reached IDR 11.8 trillion, reflecting the high interest and activity of young investors.
Solutions for the Younger Generation Amidst Investment Challenges
According to data from the Financial Services Authority (OJK), capital market investors in Indonesia are dominated by the younger generation with 55.07% of investors coming from under the age of 30. The 31–40 age group contributed 24.27%, followed by the 41–50 age group at 11.96%, the 51–60 age group at 5.72%, and the age group above 60 at 2.98%. However, the Millennial and Gen Z generations still face various challenges, such as lack of access to quality educational information, minimal basic knowledge about investment, and skepticism towards digital technology. Responding to this challenge, BRI Danareksa Sekuritas (BRIDS) presents an innovative application called BRIGHTS which is specifically designed to meet the needs of young investors. With a fun & easy concept, BRIGHTS opens up inclusive investment opportunities and allows the younger generation, both beginners and experienced, to start their investment journey with confidence.
Fifi Virgantria, Director of Retail & Information Technology at BRI Danareksa Sekuritas, explained, "The younger generation, especially Millennials and Gen Z, are increasingly aware of the importance of investing for the future, and are starting to shift from conventional savings to investment instruments such as stocks, mutual funds, and bonds. With BRIGHTS, BRI Danareksa Sekuritas makes it easier for young people to start their investment journey with confidence. Our digital marketing strategy focuses on understanding their needs, presenting innovative solutions, and launching impactful educational programs. We are committed to continuing to innovate and expand access to inclusive and relevant investment for the younger generation"
Innovative Digital Marketing Campaign that Drives Change
BRI Danareksa Sekuritas' innovative digital campaign in introducing the BRIGHTS investment application has gone through various stages, focusing on the positive impact for retail investors and the community, including through social media and Telegram to provide education on financial literacy, as well as building an investor community. BRI Danareksa Sekuritas' success in utilizing technology to improve marketing and sales performance sustainably, as well as strengthening online platforms and financial literacy, is recognized by winning the Indonesia Digital Marketing Champions 2024 award from SWA and Business Digest. BRI Danareksa Sekuritas won an award with the title of Excellence in this category at an event themed "Managing Corporate Reputation in the Digital Age" held on November 19, 2024.
BRI Danareksa Sekuritas' internal data shows a significant increase in the number of young customers and investors, with more than 100,000 new investors, and the contribution of young investors (Gen Z and millennials) increasing from year to year. Investment communities such as Sahamology, Ngerti Saham, Investasi Jalanan, and others have been reached through various educational initiatives to improve financial literacy and encourage their participation in the capital market. An easily accessible digital approach through the BRIGHTS platform allows young investors to invest and manage their finances intelligently, opening up greater opportunities for the growth of investment inclusion among the younger generation.
Reported from SWA, this award is given to companies that have successfully created superior programs for sustainable company growth, as well as committed to ethical business practices and marketing innovation.
Long-Term Commitment and an Invitation for the Younger Generation to Grow Together
Laksono Widodo, President Director of BRI Danareksa Sekuritas also said that "This award emphasizes the importance of innovation in the Indonesian capital market industry which increasingly involves the younger generation in investment. BRIGHTS, as part of innovation in the capital market, provides easier access for the younger generation to start their investment journey. As part of the long-term digital marketing plan, BRI Danareksa Sekuritas targets to reach 1 million new customers, which not only expands financial inclusion, but