abrdn Thailand - iOS / Android App
Focus created abrdn's first consumer-facing mobile app, launching it in Thailand in 2023.
It takes consumers through an initial onboarding experience and in to a personalised client portal experience that shows holdings and valuations, supports fund search and allows consumers to trade on their phones.
The problem
Abrdn Thailand is a successful business with an established retail investment arm, and is a significant player in its market.
Thailand is a vibrant digital economy, with c.40 existing players in the digital mobile space, and a thriving relationship-based investment market in which influencers can lead to significant movement.
Mobile apps play a non-trivial role in facilitating investment, and abrdn felt the lack of a mobile app keenly. They were therefore enthusiastic in looking for a tech partner to help get them back on a level with competitors.
The process
Using an agile approach and highly collaborative, multilingual workshops, we worked through the business, legal, regulatory and operational pain points, risks and opportunities presented.
Abrdn were looking to extend an existing branch-based, human-centred business process with a digital equivalent, and undertook a range of operational change initiatives to support the technological change that they were also championing.
We identified that the core capabilities offered by our client portal, and potentially our digital client engagement tools, backed by a new scalable app technology framework, would allow us to support both the customer and end user needs.
The solution
We designed, iterated, tested and evolved a new mobile app framework that allows abrdn to extend and leverage existing business investment in centralised digital identity management.
This new app, available through both iOS and Android app stores in region, allows consumers to securely create and validate new accounts, provide key data and begin to trade.
Technical support and hosting are managed by Focus for the Thai team, who provide first-line support to consumers and brokers in region.
The impact
We levelled the playing field for abrdn Thailand - it is now possible for new consumers to easily create an account and trade through a native app in Thailand.
Also, abrdn's thousands of existing customers, who up to now have been limited to a desktop-web experience, can now access their accounts and trade through their phones, with an ease that was previously denied them.
Focus provides award-winning financial advice technology designed especially for large financial institutions, IFAs, wealth businesses and networks.
The Focus digital products set includes adviser software solutions that integrate with advice firms' practice management systems. These include digital client engagement, advice delivery, API-accessible financial planning tools and engines and Focus' new Advice Engine - a cutting-edge investment modelling service that optimises complex product and portfolio allocations.
Say
We'd love to talk - why not get in touch?
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