StanChart HK makes investment more approachable to youngsters with pop-up café

Standard Chartered Hong Kong has partnered with AI and tech education startup Preface and Mikael Jasin, the 2024 World Barista Champion to present the “Wealth coffee blend atelier”.  

Celebrating the launch of SC Invest, the pop-up café integrates big data analytics to decode investment personality traits, with Jasin personally curating four signature Wealth coffee blends that embody the essence of SC Invest’s four foundation investment portfolios.  

From 14 August until 24 August, the pop-up café opens at Preface Coffee & Wine in Causeway Bay where visitors can complete a one-minute “Investment personality decoder” test to unlock their investment personality traits. Standard Chartered clients can redeem a complimentary Wealth coffee blend by presenting their analysis QR code.  

Targeting emerging affluent and digital savvy young consumers, the campaign clearly differentiates SC Invest as the simplest and most intuitive investment fund platform in Hong Kong, emphasising effortless investing that frees emerging affluent (aged 20s-40s) from investment anxiety, enabling them to focus on what truly matters—living life.

The campaign is divided into three phase, with the coffee activation phase running until 24 August, said the spokesperson from the bank. "We believe great investing - like great coffee - is all about personalisation, precision, and the perfect blend that echos with today’s youngest interest and build closer connection with them."

It will then be followed by the second phase - expand reach via precise targeting and dynamic creatives for network banners, building continuous awareness and consideration of SC Invest’s easy-to-use fund investment platform that addresses the pain points of young emerging affluent clients.

Lastly, the final phase, which will launch in early September, aims to amplify the connection with audience through short social videos featuring local singer Cloud Wan introducing the concept of SC Invest and debunking the myths around investing, added the spokesperson.

"These videos aim to help viewers understand the service and encouraging participation by showing how investment can be simplified and tailored to individual preferences through SC Invest."

Developed with Preface, the "Investment personality decoder" is grounded in insights from over 100 global academic studies conducted over the past three decades. Drawing from behavioural data across more than 20 countries, the tool analyses personality traits, lifestyle attitudes, and financial behaviours to deliver a deeply personalised investment experience. 

Tommie Lo, CEO of Preface, said at the kickoff ceremony, “Understanding your personality is key to understanding your investment intentions. Decades of behavioural data help us tell the stories behind different lifestyles, allowing us to bring investment into the fabric of daily life.” 

Participants are classified into four distinct investor personality: the steady “pragmatist”, the innovative “pathmaker”, the strategic “strategist” and the bold “adventurer”, each reflecting a unique approach to investment.  

Jasin has artfully transformed the four investment personalities into a curated collection of bespoke Wealth coffee blends, ranging from the refreshing Elto cold brew to the bold richness of Panama espresso.  

Each blend is crafted to embody the essence of its corresponding investment style, showcasing Jasin’s exceptional creativity and craftsmanship. Every cup is accompanied by an “investment tasting note” from Standard Chartered Hong Kong’s Chief Investment Office, a surprising investment insight to inspire and delight while savouring the coffee beverage.  

Alson Ho, head of wealth solutions, Standard Chartered Hong Kong, said, “Standard Chartered has always offered a full range of wealth solutions to meet the financial needs of clients with different wealth levels and risk preferences. In the first half of this year, our digital wealth solutions revenue grew by 1.2 times year-on-year, accelerating compared to the growth rate of the previous year."

"Among our various client segments, we have observed significant unmet potential for digital wealth solutions that support emerging affluent clients. SC Invest, with its low minimum investment requirements and thoughtfully designed portfolios, addresses the investment pain points of the emerging affluent segment, while helping the bank to enhance our wealth solutions penetration, expand the client base, and achieve the goal of a client continuum, aligning with our affluent strategy from the Group," Ho added.

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