Shinhan Investment Corporation announced on the 2nd that it has built a "customer behavior data platform" into its internal infrastructure, becoming the first among securities firms to do so, and that it began operation last month.
The customer behavior data platform collects, analyzes, and visualizes the behavior data of investors using Shinhan Investment's mobile trading system (MTS) "Shinhan SOL Securities" in real time. The securities firm explained that this allows for the identification of hidden needs by confirming the stages of MTS usage, product interests, lead time and conversion rates for each usage stage.
Shinhan Investment plans to utilize this data for future customization of products and services, improving customer convenience related to the user interface (UI) and user experience (UX), and differentiated customer management services including machine learning and AI-based personalization.
Jeong Yong-wook, head of asset management at Shinhan Investment, remarked, "This is a key infrastructure that enhances understanding of customer behavior and enables customer-centric decision-making and personalized services," adding, "We will further strengthen our digital competitiveness through sophisticated customer management and marketing based on data in the future."