By the end of July 2025, the total number of accounts in the Vietnamese stock market reached nearly 10.5 million, with individual investors accounting for 99.8%, according to the Vietnam Securities Depository. Notably, Gen Z (born from 1995 to 2010) is emerging as a significant investing force, contributing to the sharp increase in new accounts.
DNSE Securities Corporation reported that as of the second quarter of 2025, it held 1.2 million securities accounts, with about 30% belonging to Gen Z. In 2024 alone, the number of new accounts from this group at DNSE increased by 22% compared to the previous year, reflecting the rapid and expanding pace at which young people are engaging with the financial market.
To keep up with this trend, many brokerage firms are focusing on technological innovation, personalized experiences, and content tailored to younger audiences. SSI launched the iWin app, which simulates trading with a virtual account, allowing newcomers to familiarize themselves with the market without real-world risks. TCBS integrated periodic investment features and a digital financial assistant into its TCInvest platform, targeting young people seeking long-term financial planning.
VPS established Zinvest Club, an investment club exclusively for Gen Z, organizing networking events and practical experience sharing, aiming to build a community of financially savvy young investors. Many brokerage firms are collaborating with universities to host workshops, support finance and securities clubs, and sponsor investment competitions for students. Some firms have also created their own platforms, such as Pinetree's "Billion-Dollar Stock Market" and RongViet Securities' "RongViet Invest 2023," open to students nationwide.
Amidst this landscape, DNSE is building a comprehensive digital investment ecosystem for Gen Z, going beyond mere app improvements. This digital brokerage firm is reaching young users by integrating securities trading into familiar data and payment platforms such as Zalopay, TradingView, and FiinTrade to optimize a seamless experience.
Simultaneously, DNSE prioritizes developing its investment app with numerous features to assist new investors. The Ensa virtual assistant, integrated within the app, helps users look up stocks, explains terminology from basic to complex, and provides quick market trend updates. Accompanying tools like the Senses stock analysis tool and the "Investment Ideas" filter help new investors easily find opportunities and manage risks, even with limited market experience.
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Market analysis tools and investment recommendations on stock trading apps effectively support new investors. Photo: DNSE |
Market analysis tools and investment recommendations on stock trading apps effectively support new investors. Photo: DNSE
This technology-focused brokerage firm recently launched a Gen Z-specific stock ticker displaying only five essential pieces of information: matched price, percentage change, trading volume, and buy-sell charts. The ticker also integrates the Ensa virtual assistant directly on the screen, providing information, trend updates, and personalized stock suggestions. Its simple, intuitive design, using soft colors and interactive charts, caters to the "quick glance - concise view" habits of young people.
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DNSE invests in designing a dedicated stock ticker for Gen Z with a streamlined, easy-to-follow design. Photo: DNSE |
DNSE invests in designing a dedicated stock ticker for Gen Z with a streamlined, easy-to-follow design. Photo: DNSE
Beyond technology, DNSE is also developing a rich investment community ecosystem. This includes the "Bull and Bear" fanpage, the "Bull and Bear Academy" YouTube channel, and the "One Minute Wallet" Tiktok account, all employing a relatable communication style that aligns with social media trends, providing concise and easy-to-understand trading tips and knowledge for newcomers.
DNSE's leadership shared that, for Gen Z, investing is not just about buying and selling stocks but also a journey of self-discovery and financial independence. DNSE aims to create a friendly, accessible space for young people to embark on this journey confidently and proactively.
Experts believe that Gen Z is becoming a crucial customer group for the future financial market. However, this generation also has high expectations, valuing personalization and community experiences. Therefore, businesses that can build an ecosystem integrating technology, education, and community will have a significant advantage in attracting and retaining this new generation of investors, leading to strong market share growth in the future.
Minh Ngoc
