KUCHING: Millions of Malaysians still shy away from investing even as financial awareness rises, revealing a confidence gap in the nation’s effort to foster a stronger investing culture.
Webull Malaysia’s Chief Executive Officer, Kenneth Chan, said the issue lies less in awareness and more in confidence.
“Many still find the tools intimidating, the fee structures confusing, and the guidance fragmented,” he told Sarawak Tribune.
“Even though awareness is higher than before, the actual participation rate remains low,” he said. “Out of 16.99 million employed adults, only about 2.4 million are active in the market – roughly 14 per cent.”
He said the lingering perception that investing is only for the wealthy or financially savvy continues to deter newcomers.
“This misconception prevents people from even taking the first step. That’s why Webull entered Malaysia in 2024 – to dismantle these barriers from day one,” he added.
Chan said Webull’s platform was designed around simplicity, transparency and accessibility, removing platform fees, lowering brokerage charges, and allowing users to start with fractional shares from as little as USD1.
“We complement this with bite-sized education in Bahasa Malaysia and English, supported by real-time data so investors can make informed decisions,” he said. “The problem isn’t lack of interest. Malaysians just need a pathway that feels clear, safe, and attainable.”
Changing the narrative on ‘big money’ investing
Chan said one of Webull’s goals is to break the myth that investing requires large capital.
“What holds many Malaysians back isn’t lack of funds, but the belief that the door is closed unless they already have significant savings,” he said.
The platform’s zero-commission campaign on Bursa Malaysia stocks until 31 December 2025, he added, removes traditional friction points.
“Fractional shares let you begin with as little as USD1. It turns portfolio building into a progressive journey rather than an all-or-nothing commitment,” he shared.
Accessibility, he stressed, is about confidence as much as cost.
“That’s why we’ve localised the entire experience in Bahasa Melayu and designed an interface intuitive for first-time investors yet powerful for experienced traders,” he added.
Behavioural shift among retail investors
Since lowering entry barriers, Webull has seen a clear change in investor behaviour.
“Instead of waiting to save a lump sum, many now place smaller, more frequent trades, often starting with fractional shares,” Chan said. “This allows them to learn, build discipline, and diversify without fear of overcommitting.”
Webull Malaysia is now approaching 200,000 registered users, which Chan described as “a strong signal that our approach is working”.
“Initially, fractional shares started at USD5, but with our new USD1 programme, we expect even more Malaysians to take their first step,” he said.
“It’s about changing mindsets. By lowering both financial and psychological thresholds, we’re seeing more Malaysians enter the market with confidence and grow steadily over time.”
Building confidence through education
Chan said the real gap in retail investing lies in knowledge, not market access.
“If people don’t understand what they’re doing, they hesitate – or worse, take risks blindly. That’s why we built education directly into Webull,” he added.
Through Webull LEARN, users access bilingual micro-modules on ETFs, volatility, and diversification, alongside real-time news from The Star, Reuters and Dow Jones.
“Each module attracts thousands of views, showing people are hungry for practical, digestible guidance,” he said.
The US Demo Account lets users practise with live data before investing real funds.
“Users who engage with these tools develop stronger trading discipline and rely less on guesswork,” Chan added. “The real success isn’t more trades; it’s more confident, informed investors.”
Localisation, inclusivity and trust
Chan said localisation goes beyond translation.
“Accessibility is not just about cost, but also about language and values,” he said.
Webull’s full Bahasa Melayu interface and syariah-compliant filters across multiple markets cater to Malaysia’s strong demand for ethical finance.
“Malaysians value that they can invest in their own language, with tools that respect their principles. True accessibility means giving people both choice and inclusivity,” Chan said.
Trust, he added, is built through local presence.
“When investors have questions, they want someone who understands their context. Technology enables scale, but trust is always local,” he opined. “By being present and responsive here, we show we don’t just operate in Malaysia; we belong here.”
Compliance, outreach and the future
Webull Malaysia operates under a Capital Markets Services Licence from the Securities Commission Malaysia and as a Trading Participant of Bursa Malaysia Derivatives Bhd.
“We meet strict governance and technology risk standards. Our zero platform fees, low brokerage, and full transparency ensure Malaysians know exactly what they’re paying for,” Chan said.
Its ongoing #SamaSamaWebull campaign brings investing to the public at key locations such as MRT stations, TRX, Bukit Bintang and Pasar Seni.
“Even small incentives like ride reload PINs make the first step less intimidating,” he said. “When people experience Webull in a low-pressure setting, curiosity often turns into confidence.”
Looking ahead, Chan said the focus will be on expanding reach and deepening engagement.
“Malaysia’s retail participation is still low,” he added. “By localising our platform through Bahasa support, syariah options, and on-ground education, we want more Malaysians to feel the markets are open to them.”
Webull is also expanding into US stock and index options, global futures in metals, gold and energy, becoming Malaysia’s first online retail brokerage offering both securities and futures trading in one app.
“The future of retail investing will be shaped by technology and trust,” Chan said. “Technology opens access to global opportunities, but trust determines whether Malaysians feel confident enough to participate.”
He added that values-based investing will continue to grow.
“Our vision is a seamless, multi-asset platform that combines securities, futures, and broader asset classes in a simple, transparent, and secure way,” he said. “Malaysians can always trade simple with Webull.”
