03
Syfe
ESCP consulting project · Syfe · 2024
Finding growth in the money customers had already set aside but were not investing.
Context
Syfe competes in a crowded Singapore neobroker and roboadvisor market. Young investors there want a safe place for their money, an interface they can understand and control over their own decisions. None of that calls for a new asset class.
Challenge
A digital wealth platform in a saturated Singapore neobroker market needed new routes to profitability.
Approach
- 01Mapped investor behaviour in Singapore: 71% want a safe, secure place for their money, 62% want an interface they can understand, 51% want control of their own decisions.
- 02Ruled out asset-backed tokens on three constraints: too few investable projects, high transaction fees, regulatory uncertainty.
- 03Sized the micro-investing opportunity, a market forecast to grow from $468.6M to $3.18bn by 2032 at a 21.1% CAGR.
- 04Designed three interventions and a 2024 to 2028 implementation roadmap across partnerships, technical work and marketing.
Outcome
Ruled out asset-backed tokens as premature and went after money customers had already set aside: $16.3bn sits in Singapore's Supplementary Retirement Scheme, where uninvested cash returns 0.05%.
- Round It micro-investing concept
- Banking and payment API integration plan
- SRS retirement product design
- Five year implementation roadmap
FintechProduct strategyMarket sizing
Work
2 images — click to enlarge
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