Nguyen Quoc Dat, a final-year marketing student at a university in Ho Chi Minh City, learned about the stock market through short videos on TikTok. "When I first started learning about stocks, I saw all these red and green charts, and technical terms like 'placing orders' and 'bottom fishing'," Dat recalled. "It all seemed incredibly complicated, and I didn't know where to begin."

While browsing Facebook, Dat stumbled upon a post from the "Bo va Gau" fan page, a youth-oriented financial channel created by DNSE. He was immediately drawn to how the brokerage firm connected investing with young people through trendy, easy-to-understand content. After a while, Dat decided to download the Entrade X app and give it a try.

"Registration was quick, and online verification took less than 3 minutes. The interface is easy to use and not overwhelming like some other apps," Dat commented. After exploring the features, he deposited 500,000 VND into his account. "The order was executed in seconds. It was quite exciting to buy my first stock. Investing helps me actively manage my money, which is completely different from just saving it," he said.

The Bo va Gau fan page delivers fun, relatable stock market information to young people through comics. Screenshot

The Bo va Gau fan page delivers fun, relatable stock market information to young people through comics. Screenshot

Like Dat, Vu Mai Anh, a 26-year-old office worker in Hanoi, used to think investing was "only for finance professionals." But after trying DNSE, Mai Anh not only maintains a monthly investment habit of one million VND but also invited her close friends to "invest in the same portfolio."

"What I like most is that DNSE's website has a 'learn to invest' section with simple, easy-to-understand articles. The EntradeX app is also intuitive, with clear portfolio breakdowns, and the Ensa feature provides excellent support for new investors like me," she said. Checking her portfolio through DNSE has become part of Mai Anh's evening routine, along with browsing Facebook and TikTok.

Gen Z, those born between approximately 1995 and 2010, is becoming a notable force in the financial market. Statistics from DNSE show that by the end of Quarter 2/2025, DNSE had 1.2 million brokerage accounts, of which gen Z accounts made up 31.5%. In 2024 alone, the number of new accounts from this group increased by 22% compared to 2023, a significant increase in the financial industry.

Explaining this trend, a DNSE expert noted that gen Z doesn't approach investing traditionally, like going to a brokerage firm to open an account. Instead, they use smartphones, user-friendly fintech apps, and concise, engaging content. Therefore, creating a platform that "speaks gen Z's language" is a strategic goal that DNSE consistently pursues.

To realize this strategy, DNSE has developed a "personalized" investment app, geared towards a "by beginners, for beginners" experience. Specifically, the virtual assistant Ensa helps users look up stocks, explain terminology, suggest portfolios based on risk appetite, and place automated orders at optimal prices. Features like profit-taking and stop-loss alerts, portfolio statistics, and the "Investment Ideas" filter also provide new investors with effective risk management tools, even without prior experience.

The gen Z stock ticker is designed by DNSE with a streamlined interface for easy use and information retrieval. Photo: DNSE

The gen Z stock ticker is designed by DNSE with a streamlined interface for easy use and information retrieval. Photo: DNSE

Notably, the brokerage firm recently launched a gen Z version of its stock ticker. Unlike the traditional ticker with numerous technical parameters, the new version displays only 5 fields of information: matching price, percentage change over different timeframes, total volume, and a buy-sell chart. The streamlined interface, use of soft colors, and interactive charts make it easy for users to follow and avoid information overload, aligning with young people's "quick browse - concise view" habits. The ticker also integrates free support features like the virtual assistant Ensa, personalized stock suggestions, terminology explanations, and trend analysis directly within the interface.

In addition to "simplified investing" features, DNSE has also built a content and community ecosystem around young people. The "Bo va Gau" fan page and the "Bo va Gau Academy" YouTube channel attract millions of views thanks to their trendy presentation and easy-to-understand financial content. The company also regularly organizes interactive activities such as simulated trading competitions and basic investment workshops, creating a playground and learning environment for the gen Z investment community.

"Gen Z grew up with technology, so they expect all financial products to be mobile-first, easy to use, transparent, and personalized. Whoever can do that will win their trust," a DNSE expert stated.

With a comprehensive personalization strategy, from interface and features to content, DNSE is making investing a part of young people's lifestyles. In the future, the company plans to further upgrade its AI platform to personalize even more deeply based on age, risk tolerance, and the financial goals of each user.

Minh Ngoc