KUALA LUMPUR – Bursa Malaysia Bhd has launched Shares2U, a securities transfer scheme that enables participating organisations (POs) to reward retail investors with eligible Bursa Malaysia-listed shares as part of their marketing campaigns.
In a statement today, the exchange said Shares2U is designed to drive engagement across a broad range of investor profiles, encouraging new investors to begin their investment journey, motivating existing investors to reactivate dormant accounts, and rewarding active investor participation.
“For brokers, it encourages a digital-enabled approach to customer interaction, enabling dynamic, value-driven campaigns beyond traditional marketing.
“Through Shares2U, POs can reward investors with selected shares when they perform specific actions, such as opening a central depository system account, depositing funds, or executing trades –thereby boosting investor acquisition and retention,” it said.
As a start, seven POs, including AmInvestment Bank Bhd, CGS International Securities Malaysia Sdn Bhd, Hong Leong Investment Bank, Kenanga Investment Bank Bhd, Malacca Securities Sdn Bhd, Maybank Investment Bank Bhd, and Moomoo Securities Malaysia Sdn Bhd, will leverage Shares2U in their upcoming marketing campaigns.
Bursa Malaysia chief executive officer Datuk Fad’l Mohamed said the launch of Shares2U aligns with the exchange’s goal to enhance inclusivity and retail investor participation, a key driver of capital market vibrancy.
“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,” he said.
Bursa Malaysia also stated that it would work closely with the Securities Commission Malaysia to ensure the initiative is rolled out with appropriate safeguards to protect investors.
It noted that comprehensive industry consultation had been conducted with the POs to ensure that the framework is operationally feasible and aligned with market needs. – May 22, 2025