Name
Global FinTech Guide
Country _ Name
Vietnam
SectionTitle
Financial advisory and broking services including robo advisory and auto-trading
Body
FinTechs belonging to this category offer advisory and broking services for investments usually via an internet platform.

Robo advisory services usually offer an investment proposition following a series of questions concerning the personal financial background and the risk-bearing capacity of the user. Sometimes the respective platform also enables the user to directly execute the proposed investment. 

Auto-trading concerns all services which automatically trade on behalf of the customer according to his or her specifications.

Apart from that some FinTechs collect and offer merely or as an ancillary service market information or operate comparison portals to increase the transparency of the capital markets and to help the investor with his decision-making.

There are also FinTech-advertising-services which advertise various financial services or products.

Introduction

Attitude of the country towards modern financial advisory and broking services

Vietnam has shown a cautiously supportive attitude toward modern financial advisory and broking services, including robo-advisory and auto-trading.

Regulatory authorities have consistently supported and facilitated the adoption of science and technology by securities business organizations to develop new products or diversify their business models. However, given the particular characteristics of the securities sector, all innovations and new applications in business must ensure several key principles, including legal compliance, transparency, fairness, and suitability to the practical context of the Vietnamese market. For instance, on 31 August 2023, the SSC issued a directive requiring a securities company to cease the use of automated online trading robots with high-frequency order placement, as this activity posed significant risks and undermined the stability of the securities market. According to the directive, it had led to a sudden surge in order volumes submitted to the stock exchange. This created system overload risks and the potential for cascading failures during adverse market conditions, thereby negatively affecting the securities company's risk management operations.

Vietnamese financial institutions are increasingly embracing new technologies. For instances, Techcom Securities implemented the Robo Advisor model, introducing TCWealth, an automated tool that supports long-term financial planning for household clients in 2017. On 16 June 2025, VPBank Securities JSC and Fintech AI JSC announced a collaboration to develop StockGuru which is described as an AI-based assistant capable of processing vast amounts of data in real time, allowing investors to access timely and precise information.



Legal affairs

Obligations and requirements to provide financial advisory and broking services, or ancillary services described above

In Vietnam, securities investment advisory services can be offered by securities companies (including branches of foreign securities companies), and securities investment fund management companies, while securities brokerage can only be provided by securities companies.

Securities Company
A securities company may be licensed under the Establishment and Securities Business License granted by the SSC to conduct securities brokerage and securities investment advisory services. For obtaining this license,  certain stringent legal requirements must be satisfied, including minimum capital ranging from VND 10 billion, (approx. USD 384,000) to VND 25 billion (approx. USD 961,000) depending on the specific business activity; and eligibility criteria for shareholders and capital-contributing members, with particular emphasis on the qualifications of foreign investors, infrastructural requirements, personnel requirements, and draft charter requirements. After being granted the license, the securities company must apply for enterprise registration in accordance with the Enterprise Law.
A branch of a foreign securities company may also offer securities investment advisory services, provided that this activity is authorized under its license granted by the SSC.

Securities Investment Fund Management Company

A securities investment fund management company may provide securities investment advisory services if such services are included in its Establishment and Securities Business License issued by the SSC.



Additional comments regarding the legal situation for financial advisory and broking services, or adjacent services or what FinTech’s must be aware of in this business area

N/A



Economic conditions

Market size for financial advisory and broking services as well as adjacent services and biggest companies in this business area

Vietnam’s wealth management market is experiencing rapid growth, with personal financial assets projected to increase from approximately USD 360 billion in 2022 to USD 600 billion by 2027, translating to an estimated USD 65 - 75 billion in professionally managed assets, as reported by McKinsey & Company. According to Statista, Vietnam’s financial advisory segment alone is forecast to generate USD 49.6 billion in revenue in 2025, with overall assets under management reaching USD 59 billion. Digital advisory platforms, such as robo-advisors, are also gaining traction, with expected assets under management of USD 3.7 billion in 2025.

Key players in the financial advisory and broking space include securities firms such as VPS Securities JSC, SSI Securities Corporation, Techcom Securities, Vietcap Securities JSC, Ho Chi Minh City Securities Corporation, VnDirect Securities Corporation, MB Securities JSC, Mirae Asset Securities (Viet Nam) JSC, KIS Viet Nam Securities Corporation and Vietcombank Securities Limited Company, all of which dominate brokerage, investment consulting, and asset management services.



Additional comments regarding the economic situation for financial advisory and broking services as well as adjacent services or what FinTech’s must be aware of in this business area

N/A

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