KUALA LUMPUR: Bursa Malaysia Berhad has launched Shares2U, an innovative securities transfer scheme aimed at increasing retail investor engagement and participation in the capital market.
Bank; Maybank Investment Bank; Dato’ Fad’l Mohamed; Malacca Securities; Kenanga
Investment Bank; and CGS International Securities Malaysia.
The initiative allows Participating Organisations (POs), including banks and brokerages, to reward retail investors with listed shares through marketing campaigns. This marks a strategic move to modernise investor outreach and incentivise both new and existing participants in the stock market.
Shares2U is tailored to suit a wide range of investor profiles—motivating new investors to enter the market, encouraging dormant account reactivation, and rewarding active investors. It supports brokers in running dynamic and value-driven campaigns by offering listed shares as incentives for completing specific actions, such as:
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Opening a Central Depository System (CDS) account
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Depositing funds
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Executing trades
Dato’ Fad’l Mohamed, Chief Executive Officer of Bursa Malaysia, stated that Shares2U reflects the Exchange’s commitment to fostering a more inclusive and vibrant capital market.
“Today’s investors, especially younger, digitally-savvy ones, want more than just access—they expect personalisation and value. Shares2U gives our brokers the tools to meet those expectations while growing Malaysia’s retail investor base,” he said.
The scheme has undergone thorough development in collaboration with the Securities Commission Malaysia (SC) to ensure strong investor protection and operational viability. Industry feedback from POs was also integral in shaping the initiative.
Initially, seven POs will implement Shares2U in their campaigns:
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AmInvestment Bank
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CGS International Securities Malaysia
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Hong Leong Investment Bank
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Kenanga Investment Bank
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Malacca Securities
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Maybank Investment Bank
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Moomoo Securities Malaysia
Bursa Malaysia is encouraging more POs to adopt Shares2U to tap into its potential for investor acquisition and retention.
