Bursa Malaysia has introduced Shares2U, a new scheme that allows participating brokers to reward retail investors with eligible listed shares through marketing campaigns.
The initiative is aimed at encouraging broader retail participation in the capital market by targeting new investors, reactivating dormant accounts, and rewarding active ones.
Investors may receive shares for actions such as opening a Central Depository System (CDS) account, depositing funds, or executing trades.
Shares2U also supports brokers in adopting more digital-enabled and personalised customer engagement, moving beyond traditional marketing methods.
The scheme was developed following extensive groundwork across policy, technology, and operations, and in consultation with participating organisations to ensure practical implementation.
The exchange worked closely with the Securities Commission Malaysia to ensure appropriate safeguards and investor protection.
Seven brokers will initially take part in the rollout, including AmInvestment Bank, CGS International Securities Malaysia, Hong Leong Investment Bank, Kenanga Investment Bank, Malacca Securities, Maybank Investment Bank, and Moomoo Securities Malaysia.
Bursa Malaysia has invited other brokers to join the scheme to further expand their investor base.
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.”
Featured image: (From left) Representatives from Moomoo Securities; Hong Leong Investment Bank; Maybank Investment Bank; Dato’ Fad’l Mohamed; Malacca Securities; Kenanga Investment Bank; and CGS International Securities Malaysia.
