Pinetree: Comprehensive Digitalization to Lead the Future of the Financial Market

With a Korean-standard Core system as its foundation, a comprehensive ecosystem, continuous innovation, and a diverse information infrastructure, Pinetree is spearheading digital transformation in Vietnam’s securities industry. The company is paving the way for investors to access a modern, secure, and efficient trading environment.

Amidst the sweeping changes brought about by the Fourth Industrial Revolution in the global financial sector, Pinetree Securities is emerging as a symbol of innovation in Vietnam. With its strategy of “comprehensive digital securities,” the company is not only moving beyond traditional models of physical branches and brokers but is also building an integrated digital financial ecosystem. This approach delivers a seamless, secure, and efficient investment experience for modern investors.

Korean-Standard Core System

Pinetree is a member of Hanwha Investment & Securities Co., Ltd. – a leading Korean financial enterprise under the Hanwha Group. One of Pinetree’s greatest competitive advantages lies in its complete in-house development and ownership of a Korean-standard securities Core system – a model rarely seen in the Vietnamese market.

The Core system, also known as the central processing system, serves as the fundamental platform that handles all securities transactions, from order placement and matching to settlement and custody. Instead of relying on third-party providers, Pinetree has heavily invested in developing this system from the ground up, leveraging expertise and technology from South Korea – a world leader in electronic securities markets.

Pinetree is among the few companies in Vietnam to successfully build and operate a Korean-standard Core securities system. This not only allows the company full control over operational processes and cost optimization but also provides flexible customization to meet the demands of the local market.

Pinetree’s Core system is engineered to process large volumes of transactions at high speeds, reduce the risk of interruptions, and maintain stringent security according to international standards. Against the backdrop of Vietnam’s transition to the new KRX trading system, Pinetree’s “Korean-standard Core” advantage is more pronounced than ever. The company has securely integrated with KRX, enabling the development of new features such as advanced derivatives trading and real-time risk management.

Owning its Core system also enables Pinetree to save long-term costs and enhance scalability. The application of Korean technology to the Core system has played a crucial role in building a digital ecosystem that supports the entire customer investment journey – from beginner to advanced levels. This not only improves internal operational efficiency but also delivers direct benefits to investors, such as lower transaction fees and a smooth user experience.

Comprehensive Digital Financial Platform Ecosystem

Going beyond a standalone trading platform, Pinetree has developed an integrated digital financial ecosystem that incorporates a diverse range of investment support tools. This ecosystem is based on a robust Core system, designed to understand and empower each investor proactively. The main platforms include Stock123, AlphaTrading, WebTrading, and EliteTrade, each tailored to serve different stages of the investment journey.

AlphaTrading is a leading asset management and securities trading app, distinguished by its innovative features utilizing advanced Korean technology. This app enables users to place orders quickly, monitor their investment portfolios in real-time, and use sophisticated data analysis tools.

WebTrading offers comprehensive investment support features on a web-based platform, ideal for desktop users. EliteTrade is a specialized securities trading platform designed for institutional clients.

This ecosystem is developed with the mission of “no branch, no broker, only digital platforms,” ensuring a seamless experience that meets customers’ needs throughout their investment journey. Additionally, Pinetree is expanding its offerings to include derivative securities, bonds, corporate financial advisory, and more. The ecosystem’s comprehensiveness has helped Pinetree attract over 150,000 customers and contributes to fostering a digital investment culture in Vietnam, where the use of financial applications is rapidly increasing.

Continuous Integration and Update of New Technologies

At Pinetree, comprehensive digitalization is not a one-time project but an ongoing process of integrating and updating new technologies to ensure the system stays at the forefront of industry trends. The company consistently invests in advanced technologies such as AI, blockchain, and big data to enhance user experience.

Pinetree has implemented eKYC (electronic Know Your Customer) technology using facial recognition and AI to authenticate customers online, enabling account opening within minutes without the need for face-to-face interaction. With successful integration into the KRX system, processing speed, system integration, and user experience have been thoroughly optimized.

Additionally, the company is among the pioneers introducing breakthrough financial solutions such as thematic investment portfolios and margin loans with attractive packages like P-Zero, P-5.9%, and P-6.8%, offering loan limits up to VND 5 billion per day, e.t.c. These products help customers maximize profits while effectively managing risks, especially during volatile market periods.

Moreover, to complete its digital ecosystem, since entering the Vietnamese market in 2019, Pinetree has actively developed its YouTube channel and pioneered the adoption of various new formats such as videos, livestreams, podcasts, and motion graphics for securities news and reports.

Not only diverse in format, Pinetree also invests heavily in rich and comprehensive content. From overall market updates to in-depth analyses by sector and by security type; from domestic to international markets… all are thoroughly delivered through programs such as “Morning Brief,” “Derivatives,” “Market Brief,” “Today’s Securities,” and “Pinetalk: Weekly Stock Highlights”, e.tc.

The goal of these content initiatives is to meet the diverse informational needs of investors, providing them with objective and accurate data to make effective investment decisions.

With 24 news bulletins and analytical reports released weekly across YouTube, the app, and the website simultaneously, Pinetree is currently one of the leading entities in terms of content frequency and coverage.

Overall, comprehensive digitalization at Pinetree is not just a business strategy but a commitment to delivering sustainable value to investors. With a Korean-standard Core system as the foundation, a comprehensive financial ecosystem, continuous innovation, and a diverse information system, Pinetree is leading digital transformation in Vietnam’s securities industry, opening opportunities for investors to participate in a modern, secure, and efficient system.