Pi Securities secures US$10 million from Koo Family Group

Published

11 January 2024 08:00

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Pi Securities secures US$10 million from Koo Family Group to fuel its ambition to become the leading regional wealth and investment platform.

Bangkok, Thailand – Pi Securities (“Pi”), a leading securities brokerage company, is pleased to announce the successful completion of a strategic fundraising round, securing over US$ 10 million in funding from Taiwan’s Koo family. This funding will fuel Pi's ambition to become the leading regional wealth and investment platform.

Pi Securities is currently a market leader in the trading business, processing over US$ 21 billion in equities volumes and 30 million contracts in derivatives volumes in 2022. The platform has over 80,000 clients growing at a CAGR of 16% over the past 4 years. In 2014 Pi sold its retail business, rebuilt it from scratch, and in recent years rebranded from Country Group Securities PCL, to regain its leading market position, winning its SET TFEX Agent of Year Award for the last 4 years consecutively. With its transformation nearing completion, Pi Securities is ready to scale up its digital offering, aiming to triple its trading client base in 2024. The company is developing a multi-asset investment platform, which promises a seamless new investment experience, offering the broadest range of asset classes and markets in one application.

The Koo Family is a Taiwan-based family operating a Pan-Asian conglomerate with diverse interests in banking, insurance, real estate, hospitality, sports, and equity investments across Taiwan, USA, Japan, China, and South East Asia markets. The Koo’s flagship company is CTBC Financial Holdings, a global financial conglomerate with assets of over US$ 260 billion in 3Q2023. As a key strategic partner, the Koo Family, through its flagship portfolio CTBC Financial Holding, will support Pi in elevating its investment services, product development, and client service capabilities regionally.

Tommy Taechaubol, CEO of Country Group Holdings, Pi's parent company, stated, "With the help and support of strategic investors, Pi is confident in creating a superior investment platform for its clients." He emphasized the philosophy behind Pi's digital platform, aiming to couple technology with product capabilities to provide the best possible service for clients.

“The Pi platform currently utilizes the best technology to provide multi asset trading services. Products on the application are carefully curated by product specialists so that the investment experience feels guided, and clients are always supported by their respective relationship managers. Pi Securities is currently also trialing its client data analytics tools which will be used directly by its investment team to monitor client’s portfolios for allocation, risk, and performance to help improve performance.” Tommy added.

In 2024, Pi Securities plans to leverage its technology and product capabilities to launch its new Wealth Management Business. The company currently has US$ 2.7 billion of clients’ assets on platform. It expects to grow its Assets Under Advisement by an additional US$1.2 billion in the first year, initially targeting High-Net-Worth clients and offering curated investment options in partnership with leading alternative global fund managers. Pi Securities is also set to digitize its wealth business, allowing existing clients to seamlessly transition to its wealth services digitally.

Pi Securities' CEO, Mr. Bob Wouters, articulates the company's ambition to be a leader in the digital transformation of the investment industry in Thailand. "At Pi, we believe in the power of digital – not as a replacement for clients' relationships with their personal advisors, but as the basis for the best of both. Pi calls that Digital with a Human Touch."

This funding injection from the Koo family will allow Pi to focus on building out the Pi Ecosystem, bringing more innovative products and better investment services to Pi’s customers. The collaboration between Pi Securities and the Koo family also paves the way for Pi to consider expanding regionally in the future.

Pi Securities is a fully licensed multi-asset brokerage company in Thailand operating since 1966. The company has pivoted from a traditional business and is now at the forefront of digital innovation. It is slated to launch its all-in-one trading application with trading on multiple asset classes in February 2024. In 2024, the company will focus on expanding its international product coverage and wealth management services.