Fubon Financial

Fubon Securities win 3rd straight ‘Taiwan’s best brokerage” from The Asset on focus on digital service innovation, green finance strategy, and common good


Thinking and moving ahead of customers remains Fubon Securities’ ultimate promise. The company has in recent years delivered multiple financial product portfolios for a diversity of targeted customer segments ranging from senior retirees to new graduate employees, meeting their own particular wealth management and social needs. The Asset magazine recently announced that Fubon Securities won the “Triple A Private Country Awards—Taiwan’s best brokerage” for the third straight year, underscoring the success and recognition of its expanding wealth management business and customer diversification over the past few years. Moreover, its underwriting of Hotai Finance’s (6592 TT) IPO resulted in the highest subscription in nearly a decade, leading to the company scoring Taiwan’s best IPO award.

The launches of continuous trade match and intraday odd lot trading in 2020 put the hardware and software capacities of local equity brokers to the test amid the Taiex’s stellar run. Leo Cheng, president of Fubon Securities, noted that the company’s hardware stability has boosted its daily turnover average by an above-market 44% since the rollout of continuous trade matching, backed by system stress tests and stimulation tests as part of investor education programs laid out in 2019. Meanwhile, the user experience of Fubon Securities’ apps reaffirms Fubon’s strength in software, as the company designed and developed apps from the perspective of users, including by providing ‘most active stock’ tools, including prepayment, outstanding intraday odd lot orders, online security hold and order placement, and other online trading tools. Take stocks on the most traded list for instance, their trading no longer requires equity salespersons, and thus investors can trade full-cash delivery shares and make outstanding intraday odd lot orders and online security hold and order placements, enhancing convenience so that no investment opportunity will go missed.

In addition to providing digital financial services, Fubon Securities offers a wide array of products and services specifically designed for different customer segments. Leo pointed out that the company integrated resources from its big data analytics taskforce, wealth management team, investment analysts and researchers, and Fintech engineers and programmers to design suitable products. Fubon Securities also offers products consisting of overseas bonds as retirement funding options with a “quarterly dividend distribution” mechanism that meets the needs of the retired. Likewise, the launch of DCA ETNs and ETFs with low investment amounts targets budget-minded investors and beginners. Take the DCA ETF for example. The minimum ETF investment threshold was lowered to a monthly payment of NT$1,000 so that budget-minded investors and beginners could gradually build up their wealth, as well as diversify their investment risks. Such products are now among the company’s best sellers. In light of a 91.4% YoY surge in DCA ETF recurring payments in 2020, Fubon Securities plans to expand this business by providing DCA Taiex ETFs and rolling out DCA derivatives, which is expected to prompt a new wave of investment.

Leo also said that winning the awards not only means that the company’s endeavors have been acknowledged, but also encourages further advancement and growth. Fubon Securities has adhered to the principle of ‘service, customer, and professionalism as our first priority’ for more than three decades, and our top-quality services help investors achieve their financial goals in an inclusive manner.