The rise of digital banking is fundamentally reshaping our relationship with money, and nowhere is this more apparent than in Singapore’s competitive fintech landscape. MariBank, the digital arm of Sea Limited, has recently made a significant move by launching an investment product that allows customers to buy into physical gold for as little as S$1. This initiative not only challenges traditional investment models but also speaks to a broader trend of financial democratization. We sat down with a leading fintech strategist to unpack this development and explore its implications for the future of digital wealth management. Our conversation delved into the strategy behind making gold accessible to a new generation, the critical role of security and simplicity in digital products, and how this new offering fits within a rapidly growing ecosystem of investment tools. We also discussed the performance metrics that will define success and the strategic partnership that underpins this ambitious launch.
With Mari Invest Gold’s S$1 minimum, you are clearly aiming to attract a new generation of investors. What specific challenges does this solve for them, and how does this low barrier fit your goal of democratizing access to traditionally exclusive assets? Please elaborate on your strategy.
The S$1 entry point is a brilliant move because it demolishes the psychological and financial barriers that have long kept everyday people out of assets like gold. Traditionally, if you wanted to invest in physical gold, you were dealing with high minimums, complex brokerage accounts, or the logistical nightmare of buying and storing physical bars. This is incredibly intimidating for a first-time investor. What MariBank is doing is reframing gold not as an exclusive commodity for the wealthy, but as a tangible, accessible savings tool. For a young digital investor, the ability to put just a single dollar into an asset class known for its stability is a powerful educational and empowering experience. It’s less about the immediate financial return on that dollar and more about building a habit and a sense of confidence in investing. This strategy of democratizing access is key; it brings a time-tested safe-haven asset directly into the palms of their hands, seamlessly integrated into an app they already use and trust.
The fund invests in physical gold bars stored securely in Singaporean vaults. Could you walk us through the security and custodial measures in place with Standard Chartered Bank, and explain how you’ve simplified the complexities of commodities trading for the average digital user?
This is where the fusion of traditional finance and modern fintech truly shines. The core of the offering is built on trust, which is non-negotiable when dealing with a physical asset. The fund invests in actual gold bars with a purity of at least 99.5%, which aren’t just numbers on a screen but tangible assets held in secure vaults right here in Singapore. Having a globally recognized institution like Standard Chartered Bank serve as the custodian adds an immense layer of credibility and security. What MariBank has done masterfully is to take all the complex back-end processes—custody, insurance, tracking market prices via the LBMA benchmark—and completely hide them from the user. The customer doesn’t have to worry about any of it. All they see is a simple interface where they can buy or sell their gold exposure with a few taps. They’ve effectively stripped away the friction of commodities trading, turning a once-opaque process into something as simple as topping up a digital wallet.
Given that nearly 30 percent of your customers have adopted an investment product, how does Mari Invest Gold complement your existing offerings like Mari Invest SavePlus and Income? Please describe the ideal customer journey for someone starting with one product and expanding to others.
The 30 percent adoption figure is a powerful indicator that their customers are ready and willing to move beyond simple savings accounts. Mari Invest Gold fits perfectly into this tiered ecosystem they’re building. A typical user journey might start with Mari Invest SavePlus. It’s an incredibly safe entry point, investing in MAS bills and high-quality bonds, which has clearly resonated given it’s reached over S$1.135 billion in assets. Once a customer gets comfortable with that, they might seek higher returns or regular cash flow, making Mari Invest Income, which saw tenfold asset growth in its first year, the logical next step. Now, with Mari Invest Gold, they have a tool for diversification and a hedge against economic uncertainty. It’s a different type of asset altogether. So, the journey is one of growing financial sophistication: from secure, low-yield savings to income generation, and now to wealth preservation with a classic safe-haven asset. Each product serves a distinct purpose, creating a comprehensive suite for everyone from the absolute beginner to the more seasoned investor.
Mari Invest SavePlus reached over S$1.1 billion in assets, while Mari Invest Income grew tenfold in its first year. Based on this impressive traction, what are your key performance indicators for Mari Invest Gold, and what metrics will you use to measure its success?
With precedents like that, the expectations for Mari Invest Gold will be incredibly high. While total assets under management will certainly be a headline metric, I believe they’ll be looking at a more nuanced set of indicators. A key metric will be the adoption rate among their existing customer base, especially the percentage of the 30% who already use another investment product that diversifies into gold. They’ll also be tracking the frequency of investment—are users making one-off purchases, or are they consistently adding small amounts, validating the S$1 micro-investment thesis? Another crucial KPI will be the “cross-pollination” effect: does the introduction of gold attract a new segment of users who were previously hesitant to invest, and do those new users then go on to adopt SavePlus or Income? Success won’t just be a billion-dollar AUM figure; it will be about deepening customer engagement and proving that digital banks can be the primary wealth management platform for a new generation.
This launch is a partnership with Lion Global Investors. Beyond making assets more accessible, what specific strategic goals does this collaboration achieve for both MariBank and Lion Global, and how does it strengthen Singapore’s position as a financial and gold hub?
This partnership is a classic case of symbiotic growth. For MariBank, it’s a massive strategic shortcut. Instead of spending years building the complex infrastructure and regulatory expertise to manage a physical gold fund, they can leverage Lion Global Investors’ established reputation and operational excellence. This allows them to bring a high-quality, trusted product to market with incredible speed. For Lion Global, the benefit is equally significant. They gain direct access to MariBank’s digitally native, highly engaged user base, a demographic that traditional fund managers often struggle to reach effectively. It’s a powerful new distribution channel for them. On a macro level, this collaboration is a fantastic showcase for Singapore. It reinforces the nation’s status as a leading financial hub by demonstrating how homegrown fintechs and established asset managers can partner to innovate. It also strengthens its position as a gold hub by creating a modern, accessible, and secure digital pathway for retail investment into physical gold stored locally.
What is your forecast for the adoption of digital-first, low-barrier investment products in Singapore over the next five years?
The trajectory is undeniable and I expect we’ll see exponential growth. What we’re witnessing with products like Mari Invest Gold is not just a trend; it’s a fundamental rewiring of the investment landscape. Over the next five years, the concept of a “minimum investment” will become increasingly obsolete. The future is fractional. We will see digital platforms offer slices of everything from global stocks and real estate to alternative assets that were once reserved for institutional investors. The key drivers will be the slick user experience provided by digital banks and the growing financial literacy of a generation that expects instant, transparent, and mobile-first solutions. The competition will be fierce, pushing providers to innovate continuously on both product offerings and user education. Ultimately, this will result in a far more inclusive and dynamic investment environment in Singapore, where building a diversified portfolio is no longer a privilege but a possibility for everyone.