Syfe, Australia’s innovative digital investment platform, has announced the addition of ASX trading capabilities for local investors. The move makes Syfe Australia’s first platform to offer retail investors access to over 2,000 ASX equities and ETFs, US equities, plus a select range of cryptocurrencies.
Syfe launched in the local market in 2022, offering customers access to US equities, ETFs and select cryptocurrencies. With a focus on providing Australian investors one destination to help grow and manage their wealth, Syfe is continuing to innovate for customers by extending its current offering based on a deeper understanding of the local market and investor needs.
Syfe’s new, expanded offering is tangible evidence of the brand’s commitment to building a simplified personal finance experience that empowers Australians to grow their wealth for a better future.
While the personal wealth industry has exploded over the last decade with innovation in micro investing, low-cost brokerage and the continued rise of ETFs, the space has only become more complicated for retail investors.
Tim Wallace, General Manager and Country Head of Syfe Australia, said the bolstered offering is designed to help Australians develop a well-considered, diversified portfolio.
“We’re very proud to be the first local trading platform to offer Australians the full roster of ASX and US equities, plus some select cryptocurrencies,” Wallace said. “But this is really about providing Australians with a single app where they can diversify their portfolio with a variety of assets to better achieve their wealth goals.”
Syfe’s decision to launch ASX is backed by market research they commissioned which found that engaged Australian investors are seeking out a simplified wealth experience and a single source of information to help tune out the noise in the market.
“Where previously an investor would need a separate app and account for each new asset class they wanted exposure to, we’ve collapsed this experience into one streamlined platform, simplifying the complex wealth journey,” Wallace said.
“A key goal of ours is to continue working towards developing a comprehensive offering that arms users with full wealth management capability.”
While a significant development for the Australian retail investing landscape, Wallace said Syfe’s launch of ASX trading is part of a larger journey towards providing Australians with comprehensive tools to help them achieve their wealth goals.
“We’ve set ourselves an ambitious roadmap for 2023 with further announcements expected in H1, and we’re well on track to make these,” said Mr Wallace. “Our vision for Syfe in Australia is not only to be a platform to gain exposure to various assets, but a personal finance destination where Australians can manage all aspects of their wealth.”
Alongside its expanded trading capabilities, Syfe will also be extending on its current content approach to better enable investors who are exploring ASX listed companies.
One example is Syfe launching their 2023 ASX Playbook, which will unpack the current state of the ASX following February’s 2023 earnings season, including the most recent performance of some of Australia’s most important companies, while also providing actionable investment insights and key things investors should watch for in the months ahead.
Coupled with free insights and expert recommendations, investors will be well equipped to make data led decisions for their investments.
“At Syfe, we’re providing Australians with the tools and asset classes to enable a well constructed and diversified portfolio, to ultimately build their wealth,” Wallace said. “To help our users along their path to financial success, we’ll be curating specialised content to help educate and inform our users on how to use a variety of asset classes to build a robust, diversified portfolio.”
From 9 March, Australians using Syfe will be able to trade more than 2,000 ASX-listed equities and ETFs on the Syfe app.